What Vineyard does

The Vineyard is a contemporary luxury hotel retreat located in Stockcross, near Newbury in the Berkshire countryside, approximately 45 minutes from central London. The property offers 59 refurbished bedrooms and suites across four tiers — Classic Room (23 sqm), Manor Room (33 sqm), Suites (40-46 sqm), and The Grand Suite (75-80 sqm) — alongside fine dining at The Gastronomic Restaurant, contemporary dining at The Brasserie, Afternoon Tea, The Wine Shop & Cellar, The Chocolate Kitchen, four dedicated event spaces, and a planned boutique spa (opening Spring 2027). The culinary program is led by Executive Head Chef Tom Scade and supported by Director of Wine & Beverage Romain Bourger, with the wine collection described as one of England's most celebrated.

The hotel holds Five Red Star status from AA Hospitality, a Michelin Key, and memberships in Relais & Chateaux and Pride of Britain Hotels. It is owned and operated by Apex Hotels Ltd (a UK private limited company headquartered in Edinburgh) under the Monogram Collective parent brand, alongside Meldrum House and Pine Trees Hotel. Distribution runs through direct channels (the book.the-vineyard.co.uk booking engine powered by Windsurfer CRS, telephone, and email), online travel agencies, and SevenRooms for restaurant reservations; the Apex Insider loyalty programme (via Maverick CRM) supports repeat direct bookings.

Revenue is generated through five streams: accommodation (flexible and non-refundable rates), food and beverage, events and celebrations, future spa and wellness, and gift vouchers. Pricing is quote-based and not publicly disclosed. The property is currently undergoing a multi-million-pound transformation reopening in two chapters — Winter 2026 (rooms, restaurants, bar, wine shop, chocolate kitchen, and event spaces) and Spring 2027 (spa and additional rooms) — replacing the prior operating business with an expanded luxury hospitality product.

Name

Vineyard

Legal name

Apex Hotels Ltd

Website

https://the-vineyard.co.uk

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

The Vineyard is a Five Red Star, Michelin Key luxury hotel in the Berkshire countryside near Newbury, UK, offering 59 refurbished rooms, fine dining, a celebrated wine collection, and event spaces, reopening in phases from Winter 2026 under owner Apex Hotels Ltd.

Ownership category

akta.pro rank

Product category

Luxury Hotel Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Hotel & Resort Restaurants (THAFACAH), Resort Convention Hotels (THAGALAC)

Keywords

• Luxury hotel accommodation
• Fine dining restaurants
• Wine cellar experiences
• Private event venues
• Spa and wellness

Headquarters

HQ city

Newbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Accommodation: Revenue from 59 refurbished bedrooms and suites, including Classic Rooms (23 sqm), Manor Rooms (33 sqm), Suites (40-46 sqm), and The Grand Suite (75-80 sqm). Offers flexible and non-refundable rate options.
2. Food & Beverage: Revenue from The Gastronomic Restaurant (fine dining), The Brasserie (contemporary dining), Afternoon Tea service, The Bar, The Wine Shop & Cellar, and The Chocolate Kitchen. All complemented by one of England's most celebrated wine collections.
3. Events & Celebrations: Revenue from hosting private events, weddings, corporate meetings, and celebrations in four dedicated event spaces (The Foley Suite, The Sutton Room, The Atrium Meeting Room, The Wine & Chocolate Shop).
4. Spa & Wellness: Revenue from spa treatments and facilities opening Spring 2027. Includes six treatment rooms, vitality pool, sauna, steam room, outdoor spa garden with hot tub, and 24-hour gym.
5. Gift Vouchers: Gift vouchers available for stays, dining, spa treatments and experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

The Vineyard operates a luxury countryside hotel and dining destination in Berkshire offering 59 refurbished bedrooms and suites, a fine-dining gastronomic restaurant, a contemporary brasserie, afternoon tea, a sommelier-led wine shop and cellar, a chocolate-making kitchen, private event spaces for weddings and corporate gatherings, and (from Spring 2027) a boutique spa with pool, sauna, steam room and treatment rooms.

Product overview

The Vineyard is a contemporary luxury hotel retreat in the Berkshire countryside near Newbury, currently undergoing a multi-million-pound transformation reopening in phases. The first phase (Winter 2026) introduces 59 beautifully refurbished bedrooms and suites across four accommodation tiers: Classic Room (23 sqm), Manor Room (33 sqm), Suites (40–46 sqm with champagne and sommelier perks), and The Grand Suite (75–80 sqm). The culinary portfolio spans The Gastronomic Restaurant (fine dining, Wednesday–Saturday dinner, Friday–Saturday lunch), The Brasserie (all-day contemporary dining, open daily), Afternoon Tea (Monday–Saturday), The Wine Shop & Cellar (browse and taste rare vintages), and The Chocolate Kitchen (handmade chocolates and masterclasses). Events capabilities include four dedicated spaces: The Foley Suite (up to 50 guests with AV and terrace), The Sutton Room (private dining and celebrations), The Atrium Meeting Room (up to 16 guests), and The Wine & Chocolate Shop (up to 8 guests for intimate tastings). Chapter Two (Spring 2027) adds a boutique spa with pool, sauna, steam room, outdoor spa garden with hot tub, and treatment rooms. The hotel is operated by Apex Hotels under the Monogram Collective brand, led by Executive Head Chef Tom Scade and Director of Wine & Beverage Romain Bourger.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Room A 23 sqm entry-tier hotel room with a double bed, elegant interiors, luxury toiletries, bathrobes, complimentary Wi-Fi and handmade chocolates from The Chocolate Kitchen.
• Manor Room A 33 sqm room designed for refined comfort featuring a king-size bed, en-suite with shower, seating area, luxury toiletries, bathrobes and slippers, premium tea and coffee, and handmade chocolates from The Chocolate Kitchen.
• Suites Spacious 40 to 46 sqm suites with enhanced amenities, chilled Billecart-Salmon NV Champagne on arrival, in-room wellness pack, stocked mini-bar with British treats, and a private sommelier taster session in The Wine Shop.
• The Grand Suite The property's flagship 75 to 80 sqm suite with an in-room entertainment system, offering all suite privileges, the finest space, outlook and finish at The Vineyard.
• The Gastronomic Restaurant The hotel's signature fine-dining restaurant offering an intimate, immersive dining experience celebrating seasonality and creativity, thoughtfully paired with fine wines. Open for dinner Wednesday to Saturday and for lunch on Friday and Saturday.
• The Brasserie The social heart of the hotel, offering contemporary design and relaxed refinement with elegant, flavour-led cooking paired with one of the country's most celebrated wine collections. Open every day for lunch and dinner.
• Afternoon Tea A quintessentially British afternoon tea experience featuring delicate finger sandwiches, freshly baked scones with clotted cream and jam, and a selection of tarts and patisserie, paired with tea or wines from the celebrated cellar.
• The Wine Shop & Cellar A wine shop and destination for discovery where guests can browse rare vintages, emerging producers and unusual bottles hand-selected by expert sommeliers, choose wines for dinner, take bottles home, or book sommelier-led tasting experiences.
• The Chocolate Kitchen A chocolate-making destination where guests can watch chocolatiers at work, take part in hands-on masterclasses and discover handmade chocolates that are available throughout their stay.
• The Spa An intimate wellness retreat featuring a vitality indoor heated swimming pool, indoor sauna and steam room, outdoor spa garden with sauna, cold plunge and hot tub, 6 treatment rooms, a manicure and pedicure station, relaxation room, and a 24-hour gym. Opening Spring 2027.
• The Foley Suite The flagship event space accommodating up to 50 guests, featuring natural daylight, a private terrace and state-of-the-art AV equipment, suited to meetings, private lunches and dinners, presentations and celebrations.
• The Sutton Room An elegant and adaptable space for private dining, celebrations and corporate events, offering warm hospitality with exceptional food and wine.
• The Atrium Meeting Room An intimate and focused meeting space for up to 16 guests, combining natural light with a calm, productive atmosphere, suited to smaller meetings, workshops and creative sessions.
• Wine Tasting Experiences Sommelier-led wine tasting experiences from the celebrated cellar, tailored to groups and occasions and available for private bookings and as part of event packages.
• Chocolate Masterclass Guided chocolate-making and tasting experiences with the hotel's chocolatiers, offered as an indulgent addition to private events and available for group bookings.
• Gift Vouchers Gift vouchers available for stays, dining, spa treatments and experiences at The Vineyard.
• Apex Insider Loyalty Programme Apex Hotels' loyalty programme offering exclusive member-only rates and benefits for guests who book directly across the portfolio including The Vineyard.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Four partnerships are on record, tiered core.

• Relais & ChateauxcoreOthersInternational association of luxury hotels and restaurants. The Vineyard's membership provides access to the network of properties and guests seeking exceptional hospitality experiences worldwide.
• Pride of Britain HotelscoreOthersCollection of Britain's finest independently owned hotels. The Vineyard's membership connects it with other premier UK luxury properties and provides marketing visibility.
• Monogram CollectivecoreOthersParent company overseeing The Vineyard, Meldrum House Country Hotel & Golf Course, and Pine Trees Hotel. Centralised HR, recruitment, and branding functions.
• Apex Hotels LtdcoreOthersOperating company for The Vineyard and other properties. Provides property management systems, loyalty programme (Apex Insider), central reservations, and corporate services. Registered office: Apex Hotels House, 1 Mid New Cultins, Edinburgh EH11 4DH.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Belmond: Global luxury hospitality group whose UK properties (Le Manoir, Cadogan, The Splendido) compete for the same affluent traveller and operate comparable F&B-led country retreats. Represents the broader luxury hospitality incumbent The Vineyard competes against for talent, awards, and guests.
• Rosewood Hotels & Resorts: International ultra-luxury hotel group with a strong London presence (Rosewood London) that pulls from the same affluent London catchment as The Vineyard. Serves as the upper bound on guest expectations for design, dining, and wine programmes in the UK luxury market.

Direct peers

• Whatley Manor: Relais & Chateaux Cotswolds luxury hotel with a Michelin-starred restaurant and Aquaveda spa. Comparable on the combined gourmet-dining + spa + English countryside luxury formula The Vineyard is building with its 2027 spa launch.
• Hambleton Hall: Relais & Chateaux luxury country house hotel in Rutland with a Michelin-starred restaurant and acclaimed wine list. Closely mirrors The Vineyard's boutique scale, gastronomy-led identity, and UK countryside luxury positioning.
• Le Manoir aux Quat'Saisons: Belmond-operated luxury country house hotel in Oxfordshire with a two-Michelin-star restaurant and renowned culinary programme. Closest comparable on the boutique luxury + Michelin dining + English countryside axes that define The Vineyard's positioning.
• Gravetye Manor: Historic luxury country house hotel in West Sussex with a Michelin-starred restaurant and celebrated gardens. Comparable on Five Star status, intimate scale, and gastronomy-and-wine-led guest experience.
• Cliveden House: National Trust-leased, Five Red Star luxury hotel in Berkshire within ~25 miles of The Vineyard. Same Five Star / Relais & Chateaux tier, similar corporate retreat and wedding event business, and overlapping affluent London catchment.

Regional players

• Adare Manor: Five Star luxury castle resort in County Limerick, Ireland, owned by J.P. McManus. Comparable on luxury country estate positioning, Michelin attention, golf-adjacent amenities, and high-end weddings/events business — a relevant trans-regional benchmark rather than a direct UK competitor.

Emerging players

• Pennyhill Park: Five Star luxury hotel and spa in Bagshot, Surrey, owned by Hand Picked Hotels. Comparable on scale (~123 rooms), Berkshire/Surrey catchment, Five Star spa-led positioning, and strong MICE/weddings business — a useful benchmark for the spa-led growth path The Vineyard is pursuing in 2027.

Others

• Berry Bros. & Rudd: Britain's oldest and most prominent fine wine merchant. Relevant as an ecosystem participant to The Vineyard's wine-led positioning — both serve affluent British wine buyers and could partner on retail, tastings, or cellar supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vineyardnewbury
• Facebookfacebook.com/TheVineyardUK
• Instagraminstagram.com/thevineyardhotel

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vineyard