Passage Rock
Passage Rock is a privately held Waiheke Island, New Zealand winery and hospitality business established in 1993, producing 14+ estate-grown varietals and earning 18+ Gold Medals for its Reserve Syrah, while generating revenue through cellar door, on-site restaurant, online wine shop, weddings, and corporate events.
- Company typePrivate
- Founded1993
- HeadquartersWaiheke Island, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Passage Rock does
Passage Rock is a privately held, family-owned winery and hospitality business established in 1993, operating from a 41-acre estate at the eastern end of Waiheke Island in the Hauraki Gulf, New Zealand, approximately 30 minutes' drive from the Matiatia ferry terminal. The company produces over 14 grape varietals from its estate vineyard, with its Reserve Syrah recognized as Waiheke Island's most awarded wine (18+ Gold Medals and 6-7 trophies accumulated over 26+ years). The team is small (~8 employees), and the operating model is centered on a single integrated physical destination rather than a multi-site distribution network.
The business operates three revenue streams under a direct-to-consumer model. First, wine sales are conducted through a weekend-only cellar door (12pm-4pm), an on-site restaurant wine bar (Wed-Sun, 11am-5:30pm), and an online e-commerce shop with global shipping. Second, the on-site restaurant and wine bar serves lunch dishes paired with estate wines, functioning both as a standalone revenue stream and a brand showcase. Third, the venue hosts weddings (exclusive-use hire, secluded pergola, custom menus and wine lists) and corporate functions (covered outdoor area seating up to 100 guests, with catering and transportation coordination). Pricing is largely quote-based; the only publicly listed SKU is the 4 Bite Wine Pairing Appetizer at $28 (food) or $50 (with wine match).
The company's underlying technology stack is traditional and non-proprietary: viticulture, winemaking, and hospitality operations. There is no disclosed AI/ML, software platform, integrations, or patents. Marketing relies on the company's own website, email newsletter, and organic social (Facebook, Twitter/X). Distribution remains primarily domestic (cellar door, restaurant, event bookings) with the online shop providing limited international reach. No external funding, acquisitions, partnerships, leadership changes, or restructuring events are disclosed; the company has remained independently owned since 1993.
Passage Rock firmographics
Firmographics- Name
- Passage Rock
- Legal name
- Passage Rock
- Website
- https://passagerockwines.co.nz
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Passage Rock is a privately held Waiheke Island, New Zealand winery and hospitality business established in 1993, producing 14+ estate-grown varietals and earning 18+ Gold Medals for its Reserve Syrah, while generating revenue through cellar door, on-site restaurant, online wine shop, weddings, and corporate events.
- Ownership category
- akta.pro rank
Passage Rock industry classification
Industry- Product category
- Estate Winery and Vineyard
- NAICS
- Wineries (312130), Wineries (31213), Drinking Places (Alcoholic Beverages) (7224)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Wine Bars (THAFAEAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)
Keywords
Where Passage Rock is headquartered
LocationHeadquarters
- HQ city
- Waiheke Island
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Passage Rock business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wine Sales: Direct-to-consumer wine sales through the on-site cellar door, restaurant wine bar, and online shop. Customers can purchase wine for delivery or pick-up at the winery.
- Restaurant and Wine Bar: On-site dining at the vineyard restaurant with stunning views, offering dishes paired with award-winning wines. The restaurant serves as both a revenue stream and a showcase for their wine portfolio.
- Events and Functions: Wedding celebrations and corporate event hire generate revenue through venue hire, catering services, and custom wine list design for events. The venue offers exclusive use for the entire day.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 4 Bite Wine Pairing Appetizer - Food only: $28 |
| Other | Pay-as-you-go | Custom event pricing - quote-based |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Passage Rock product offering
Product offeringCore offering
Passage Rock produces and sells estate-grown wines from a 41-acre vineyard on Waiheke Island, offering 14+ varietals led by an award-winning Reserve Syrah. The winery operates an on-site restaurant and wine bar with food-and-wine pairings, a weekend cellar door for tastings and direct purchases, and full-service wedding and corporate event venue hire for up to 100 guests with exclusive-use access.
Product overview
Passage Rock is a single-vineyard winery offering estate-grown wines alongside hospitality services. The core offering consists of the Reserve Syrah (Waiheke's most awarded wine with 18+ Gold Medals) and a portfolio of 14+ varietals from their 41-acre vineyard. Hospitality services include an on-site restaurant and wine bar, cellar door tastings, and a 4 Bite Wine Pairing appetizer experience. Events capabilities encompass wedding services (with exclusive venue hire and customizable dining) and corporate team events for up to 100 guests. The business operates as an integrated winery-restaurant destination rather than a modular platform architecture.
Differentiator
Problem solved
Functional benefit
Products and services
- Reserve Syrah Estate-grown red wine crafted from Syrah vines on the Waiheke Island vineyard; Waiheke Island's most awarded wine with over 18 Gold Medals and 6-7 trophies. Sold via cellar door, restaurant, and online shop to consumers and trade customers.
- Estate Wine Collection (14+ Varietals)
- Restaurant and Wine Bar
- Cellar Door Tastings
- Wedding Venue Hire
- Corporate and Event Hire
Quantifiable outcome
- 18+ Gold Medals and 7 trophies for Reserve Syrah
- +1 more outcomes
Companies that use Passage Rock
Customer profileSegments4 records
Ideal customer profiles4 records
Passage Rock technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Passage Rock partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights4 records
Passage Rock competitors and assessment
Company assessmentDirect peers
- Te Motu Vineyard: Te Motu is a small Waiheke Island estate focused on premium Bordeaux-style red wines. Comparable in boutique estate production and Waiheke Island destination positioning.
- Stonyridge Vineyard: Stonyridge is a premium destination winery on Waiheke Island producing estate-grown red wines (notably Larose). It shares Passage Rock's direct-to-consumer winery model, cellar door tastings, and reliance on Waiheke Island wine tourism.
- Cable Bay Vineyards: Cable Bay is a Waiheke Island winery operating a cellar door, restaurant, and on-site dining with estate-grown wines. Closely mirrors Passage Rock's winery-restaurant destination format.
- Mudbrick Vineyard: Mudbrick is a Waiheke Island winery with on-site restaurant, cellar door, and a major wedding and events venue. Highly comparable to Passage Rock's integrated winery-restaurant-events destination model on the same island.
- Man O' War Vineyards: Man O' War is a Waiheke Island estate producing diverse varietals with cellar door experiences. Comparable in estate-scale production, varietal breadth, and Waiheke Island destination positioning.
- Peacock Sky Vineyard: Peacock Sky is a Waiheke Island boutique winery offering cellar door tastings, on-site restaurant, and events. Highly comparable integrated destination winery model.
- Goldwater Estate: Goldwater Estate is a Waiheke Island winery producing estate-grown wines including award-winning varietals. Comparable in estate-scale production and Waiheke Island DTC focus.
- Tantalus Estate: Tantalus Estate is a Waiheke Island boutique winery producing premium estate wines with cellar door tastings. Comparable boutique scale, DTC focus, and Waiheke Island geography.
Broad incumbents
- Cloudy Bay Vineyards: Cloudy Bay is an iconic Marlborough-based NZ winery with global premium brand recognition. Comparable as a NZ premium wine producer with international distribution, but with far greater scale, marketing, and portfolio breadth.
- Villa Maria Estate: Villa Maria is one of New Zealand's largest premium wineries with national distribution across multiple regions. Comparable as a NZ premium wine producer but operates at significantly greater scale and broader geographic reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Passage Rock social profiles
Digital presencePassage Rock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Passage Rock leadership team
Management profileNumber of profiles
Profiles1 record
Passage Rock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Passage Rock 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 Passage Rock
What does Passage Rock do?
Passage Rock produces and sells estate-grown wines from a 41-acre vineyard on Waiheke Island, offering 14+ varietals led by an award-winning Reserve Syrah. The winery operates an on-site restaurant and wine bar with food-and-wine pairings, a weekend cellar door for tastings and direct purchases, and full-service wedding and corporate event venue hire for up to 100 guests with exclusive-use access.
Is Passage Rock a public or private company?
Passage Rock is a private company. It is classified as family owned and is currently operating.
When was Passage Rock founded?
Passage Rock was founded in 1993. It employs 1 to 10 people.
Where is Passage Rock based?
Passage Rock is headquartered in Waiheke Island, New Zealand, in the Oceania region.
How does Passage Rock make money?
Three revenue lines are on record. Wine Sales are the primary driver. The others are restaurant and Wine Bar and events and Functions.
Who are Passage Rock's main competitors?
Direct peers on record are Te Motu Vineyard, Stonyridge Vineyard, Cable Bay Vineyards, Mudbrick Vineyard, Man O' War Vineyards, Peacock Sky Vineyard, Goldwater Estate and Tantalus Estate. Broad incumbents are Cloudy Bay Vineyards and Villa Maria Estate.
Does Passage Rock have an API?
No public API is recorded for Passage Rock.
What industry is Passage Rock in?
Passage Rock's product category is Estate Winery and Vineyard. 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.