Lenné Estate Winery
Lenné Estate is a boutique 15-acre Oregon winery in the Yamhill-Carlton AVA producing premium Pinot Noir and Chardonnay via dry-farmed, non-interventionist winemaking, sold exclusively direct-to-consumer through tasting room, multi-tier wine clubs, vineyard tours, private events, and a BnB.
- Company typePrivate
- Founded2000
- HeadquartersYamhill, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lenné Estate Winery does
Lenné Estate Winery is a privately held boutique winery founded in 2000 by Steve and Karen Lutz in Yamhill, Oregon, within the Yamhill-Carlton AVA of the northern Willamette Valley. The company operates a 15-acre steep, south-facing hillside vineyard at 350-700 feet elevation, planted on marine sedimentary peavine soil and managed using dry farming (no irrigation) and non-interventionist winemaking — including native yeast fermentation — to produce low yields of concentrated Pinot Noir and Chardonnay with a recognizable mocha-like aromatic profile. Wines received critical validation including 94 points from Wine Enthusiast and 90 points from Vinous for the 2022 Willamette Valley Pinot Noir. Production is intentionally constrained, with the first significant vintage arriving only in 2008.
The business operates an exclusively direct-to-consumer model with no wholesale or three-tier distribution. Revenue is generated through five primary streams: (1) tasting room sales at the Yamhill facility (Thu-Mon 11-5pm, walk-in and Tock reservations, vertical/horizontal tasting flights), (2) three wine club tiers — Rootstock, Taproot Silver, and Founders' (loyalty upgrade) — with both pickup and shipping options at 10-25% discounts on releases of 3-12 bottles, (3) private events for groups of 10-100 across five distinct venues including a rooftop deck, observatory, and commercial kitchen with pizza oven, (4) guided two-hour vineyard tours at $85 per guest with charcuterie pairing, and (5) a two-bedroom BnB rental above the tasting room at $650/night ($525/night for wine club members). Free shipping is offered on orders of 12+ bottles, with restrictions to AR, DE, MS, RI, and UT.
In 2022 founder Steve Lutz sold the property to long-time wine club member and Pacific Northwest real estate developer Eugene Labunsky, who installed winemaker Jared Etzel (Beaux Frères family lineage, Domaine Roy & fils co-founder) and retained Eric Bruce as General Manager. Under new ownership, the 2023 vintage was the first fully organic vintage, a sibling Rodeo Hills winery was co-founded with Etzel, and a two-year facility renovation culminated in a tasting room reopening in April 2025. The company remains privately held with no institutional funding, no subsidiaries, and a stated commitment to staying small and family-owned.
Lenné Estate Winery firmographics
Firmographics- Name
- Lenné Estate Winery
- Legal name
- Lenné Estate
- Website
- https://lenneestate.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lenné Estate is a boutique 15-acre Oregon winery in the Yamhill-Carlton AVA producing premium Pinot Noir and Chardonnay via dry-farmed, non-interventionist winemaking, sold exclusively direct-to-consumer through tasting room, multi-tier wine clubs, vineyard tours, private events, and a BnB.
- Ownership category
- akta.pro rank
Lenné Estate Winery industry classification
Industry- Product category
- Boutique Winery
- NAICS
- Wineries (312130), Grape Vineyards (111332)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Luxury Farmhouses, Country Houses & Vineyard Estates (THAMAEAG)
Keywords
Where Lenné Estate Winery is headquartered
LocationHeadquarters
- HQ city
- Yamhill
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lenné Estate Winery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Direct Wine Sales: Wine sold directly through the tasting room and online store. Customers can purchase individual bottles or cases. Free shipping on orders of 12+ bottles. Wine club releases occur 2-3 times per year (March, May, October for pickup clubs).
- Wine Club Memberships: No-cost enrollment with members purchasing allocated wine releases 2-3 times yearly at discounts (10-25% depending on tier and quantity). Standard allocation is 9 or 12 bottles per year with customization options.
- Private Events: Hosting of private parties, corporate events, weddings, birthday parties in various spaces accommodating 10-100 guests. Revenue from venue rental and associated food/beverage services including pizza oven and catering kitchen.
- Vineyard Tours: Guided vineyard tours at $85 per guest, approximately 2 hours duration including walking tour and charcuterie board. Limited to one tour per day by appointment. Wine club members and six-bottle purchasers receive tour fee waivers.
- BnB Rental: AirBnB/VRBO rental of two-bedroom apartment above tasting room at $650/night retail, $525/night for wine club members. Two-night minimum, includes complimentary wine tasting and bottle on check-in.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard vineyard tour for individual guests |
| Unit Pricing | Pay-as-you-go | Two-bedroom BnB rental above tasting room |
| Subscription | Multi-year contract | Rootstock Pickup Club - 3 wines per release, 3 allocations per year |
| Subscription | Multi-year contract | Rootstock Shipping Club - 6 bottles per release, 2 allocations per year |
| Subscription | Multi-year contract | Taproot Silver Pickup - 6 bottles per release, 3 allocations per year |
| Subscription | Multi-year contract | Taproot Silver Shipping - 12 bottles each Spring and Fall |
| Subscription | Multi-year contract | Founders' Club - loyalty upgrade after 2 years in Rootstock or Taproot |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels10 records
Lenné Estate Winery product offering
Product offeringCore offering
Lenné Estate produces boutique pinot noir and chardonnay from its 15-acre steep, south-facing hillside vineyard in the Yamhill-Carlton AVA of Oregon's northern Willamette Valley using dry farming and minimal-intervention winemaking. The winery sells wines directly through its tasting room, online shop, and multiple wine club tiers, and offers on-site experiences including guided vineyard tours, a BnB rental, and private event hosting for groups of 10-100 guests.
Product overview
Lenné Estate Winery is a boutique Oregon winery producing premium Pinot Noir and Chardonnay from their 15-acre steep, south-facing hillside vineyard in the northern Willamette Valley. The product portfolio centers on estate wines including vineyard-designate Pinot Noirs (Kill Hill, Sad Jack, Willamette Valley blend), Chardonnay, and Rosé. Supporting the core wine products, Lenné offers multiple wine club membership tiers (Rootstock, Founders' Club, and Taproot Silver) available as pickup or shipping options, providing recurring allocations of 3-12 bottles per release with discounts ranging from 10-25%. The winery provides experiential offerings including guided vineyard tours, BnB accommodation rental, and private event hosting across multiple venues. All wines are distributed primarily through the tasting room, online shop, and wine club shipments, with free shipping on orders of 12 bottles or more.
Differentiator
Problem solved
Functional benefit
Products and services
- Pinot Noir Wines Flagship estate wines including vineyard-designate bottlings such as Kill Hill, Sad Jack Dijon 777, and the Willamette Valley blend sourced from Lenné, Case, and Stardance vineyards. Recognized with 94 points from Wine Enthusiast for the 2022 vintage.
- Chardonnay Premium estate chardonnay crafted in a minimalist style that allows terroir to show through with rich, dense, fruit-forward flavors.
- Rosé of Pinot Noir Rosé made in the saignée style, 'bled' from fermentation tanks of fully-ripe pinot noir after 24 hours of skin contact, with prominent legs and fruit-forward character.
- Rootstock Pickup Wine Club Wine club with three allocations per year (March, May, October) of three wines each. Members pick two wines per release and customize the third. Includes 10% discount, rising to 20% on case orders, complimentary tastings, and library wine access.
- Rootstock Shipping Wine Club Shipping club for fans not near the winery, receiving two six-bottle allocations per year (Spring and Fall), with customization up to case quantity for 20% discount and free shipping.
- Founders' Club Pickup Wine Club Loyalty reward club requiring two years in Rootstock or Taproot clubs to upgrade. Members receive three wines per allocation, three times yearly, with 15% discount (25% on cases), free tastings, exclusive access to pickup parties, and library wines.
- Taproot Silver Pickup Wine Club Collector's club with six bottles three times yearly. Members receive two bottles each of two winery-selected wines plus customize two bottles. 15% discount (25% on cases) plus more guests to pickup parties and free passes to special events.
- Taproot Silver Shipping Wine Club Shipping club receiving 12 bottles each Spring and Fall at 25% discount with free shipping. Members can customize half of their order.
- Guided Vineyard Tours In-depth educational walking tours through the vineyard led by a wine educator, covering southeast orientation, elevation, steep slope, grafting, pruning, trellising, dry farming, canopy management, and geology. Concludes with additional wines and a charcuterie and cheese board. $85 per guest.
- Lenné BnB Rental Two-bedroom luxury vacation rental above the tasting room with king and queen beds, full kitchen, private bathroom, and 360° vineyard views. Includes complimentary wine tasting and bottle on check-in, outdoor firepits, and vineyard access. $650/night retail, $525/night for wine club members.
- Private Events Hosting Venue rental for weddings, corporate retreats, birthday parties, and dinners for groups of 10-100. Multiple spaces include main tasting space (60+ indoors, 100+ with patio), rooftop deck (up to 50), Rainbow Fireplace room (up to 12), Arbor Pergola patio (up to 20), and Observatory (up to 12). Includes commercial kitchen, pizza oven, outdoor grill, and overnight BnB option.
- Estate Tasting Flights Daily wine tasting experiences presented as verticals or horizontals comparing two or three wines side-by-side, including Estate Tasting Flight and Reserve Tasting Flight, often featuring multi-vintage verticals with a 'super secret mystery bonus pour'.
Quantifiable outcome
- Vineyard age: 20+ years with well-established deep roots
- +2 more outcomes
Companies that use Lenné Estate Winery
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Lenné Estate Winery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Lenné Estate Winery partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Pawsitively Saved RescueminorLenné partners with Pawsitively Saved Rescue for dog adoption events. The winery hosts adoption days featuring dogs available for adoption, along with themed food options like hot dogs and slush puppies. This partnership brings foot traffic to the winery while supporting animal rescue efforts.
- Rodeo Hills WinerycoreEugene Labunsky (Lenné owner) and Jared Etzel (Lenné winemaker) co-founded Rodeo Hills winery in 2023. This is a strategic partnership between the two business partners who jointly own both Rodeo Hills and Lenné Estate.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
Lenné Estate Winery competitors and assessment
Company assessmentDirect peers
- Ken Wright Cellars: Willamette Valley producer specializing in single-vineyard Pinot Noir from multiple AVAs including Yamhill-Carlton. Comparable as a small-lot Oregon Pinot specialist with strong DTC and tasting-room distribution.
- Beaux Frères: Iconic Oregon Pinot Noir producer in the Willamette Valley. Directly comparable as a small-lot, estate-driven Pinot Noir house; also shares family ties via Jared Etzel, who grew up on the Beaux Frères Vineyard.
- ROC Wines (ROCO Winery): Willamette Valley producer of small-lot Pinot Noir from multiple AVAs. Comparable as a small-production Oregon Pinot house selling via DTC allocations.
- Eyrie Vineyards: Pioneering Willamette Valley Pinot Noir and Chardonnay estate in the Dundee Hills. Comparable as an Oregon boutique winery focused on single-vineyard, terroir-expressive bottlings with a long DTC track record.
- Sokol Blosser Winery: Established Dundee Hills Willamette Valley Pinot Noir and Chardonnay producer. Comparable as a family-owned Oregon estate with a tasting room, wine club, and sustainability/ organic credentials.
- Adelsheim Vineyard: Chehalem Mountains Willamette Valley Pinot Noir producer with a tasting room and wine club. Comparable as a boutique Oregon estate focused on cool-climate Pinot Noir and Chardonnay.
- Domaine Roy & fils: Dundee Hills Oregon Pinot Noir and Chardonnay producer co-founded by Jared Etzel. Comparable as a small-lot Willamette Valley winery with a similar minimalist, terroir-driven winemaking philosophy.
- Stoller Family Estate: Dundee Hills Willamette Valley Pinot Noir and Chardonnay producer with a sizable tasting room and event space. Comparable as a Willamette Valley estate with on-site hospitality, wine club, and private events.
- Calera Wine Company: Mount Harlan, California Pinot Noir producer on limestone/rocky soils. Comparable as a small-lot, terroir-driven Pinot Noir estate on challenging soils with a strong tasting-room and mailing-list DTC channel.
Broad incumbents
- Williams Selyem: Highly regarded Russian River Valley Pinot Noir producer with an allocated mailing list and tasting-room model. Comparable as an ultra-premium, allocation-driven Pinot Noir house with a strong DTC wine club.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Lenné Estate Winery social profiles
Digital presenceLenné Estate Winery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lenné Estate Winery leadership team
Management profileNumber of profiles
Profiles3 records
Lenné Estate Winery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lenné Estate Winery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lenné Estate Winery
What does Lenné Estate Winery do?
Lenné Estate produces boutique pinot noir and chardonnay from its 15-acre steep, south-facing hillside vineyard in the Yamhill-Carlton AVA of Oregon's northern Willamette Valley using dry farming and minimal-intervention winemaking. The winery sells wines directly through its tasting room, online shop, and multiple wine club tiers, and offers on-site experiences including guided vineyard tours, a BnB rental, and private event hosting for groups of 10-100 guests.
Is Lenné Estate Winery a public or private company?
Lenné Estate Winery is a private company. It is classified as family owned and is currently operating.
When was Lenné Estate Winery founded?
Lenné Estate Winery was founded in 2000. It employs 1 to 10 people.
Where is Lenné Estate Winery based?
Lenné Estate Winery is headquartered in Yamhill, United States, in the North America region.
How does Lenné Estate Winery make money?
Five revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Memberships, private Events, vineyard Tours and bnB Rental.
Who are Lenné Estate Winery's main competitors?
Direct peers on record are Ken Wright Cellars, Beaux Frères, ROC Wines (ROCO Winery), Eyrie Vineyards, Sokol Blosser Winery, Adelsheim Vineyard, Domaine Roy & fils, Stoller Family Estate and Calera Wine Company. Williams Selyem is listed as a broad incumbent.
Does Lenné Estate Winery have an API?
No public API is recorded for Lenné Estate Winery.
What industry is Lenné Estate Winery in?
Lenné Estate Winery's product category is Boutique Winery. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130.