The Monticello Wine Company

What The Monticello Wine Company does

The Monticello Wine Company is a private, family-owned wine brand revived in 2013 under the Afton Mountain Vineyards family, reviving a label originally founded in 1873 as a cooperative of Virginia grape growers that operated until Prohibition. The company produces four wines — a Bordeaux-style red blend called Cellar Red, a 100% estate-grown Chardonnay, a dry-press Rosé, and a Sangiovese-based red blend called Doubtless — using hand-harvested grapes sourced from Afton Mountain Vineyards' estate vineyards and crafted by winemaker Damien Blanchon using stainless steel fermentation and French oak barrel aging.

The brand distributes exclusively through local Charlottesville, Virginia restaurants and shops under a 'produced by a local family, for a local audience' positioning, with co-owners Tyler and Andrew Greeley (daughter and son-in-law of AMV owners Elizabeth and Tony Smith) leading operations. A direct-to-consumer shipping channel is available through the affiliated Afton Mountain Vineyards e-commerce platform. With 6 employees, no public revenue disclosure, and no funding history, the business operates as a small, locally-focused heritage label rather than a scaled wine enterprise.

Pricing is not publicly disclosed, revenue is not reported, and there is no software, app, API, or AI component to the product — the offering is a traditional agricultural good sold through curated on-premise and limited DTC channels.

Name

The Monticello Wine Company

Legal name

The Monticello Wine Company

Website

https://themonticellowinecompany.com

Company type

Private

Founded year

1873

Operating status

Operating

Headcount range

1–10 employees

Short description

The Monticello Wine Company is a revived 1873 heritage wine brand producing four wines (Cellar Red, Chardonnay, Rosé, Doubtless) under the Afton Mountain Vineyards family, selling exclusively through local Charlottesville, Virginia restaurants and shops.

Ownership category

akta.pro rank

Product category

Winery / Wine Production

NAICS

Wineries (312130)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Wine Production & Winemaking (AFAFAAAB)

Keywords

• Estate-grown wines
• Bordeaux-style blends
• Virginia winery
• Chardonnay production
• Rosé wine

Headquarters

HQ city

Charlottesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wine Sales: Direct wine sales through local restaurants, shops, and shipping via Afton Mountain Vineyards e-commerce platform. One-time purchase model for wine bottles.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

The Monticello Wine Company produces and sells a portfolio of premium wines — including a Bordeaux-style red blend (Cellar Red), an estate-grown Chardonnay, a dry-press Rosé, and a Sangiovese-based red blend (Doubtless). All wines are produced by winemaker Damien Blanchon at Afton Mountain Vineyards using estate-grown grapes from the Monticello American Viticultural Area, and are sold exclusively through local Charlottesville restaurants and shops, with additional direct-to-consumer shipping via the affiliated Afton Mountain Vineyards e-commerce platform.

Product overview

The Monticello Wine Company is a historic wine label revived in 2013, offering four distinct wines produced by Afton Mountain Vineyards using estate-grown grapes. The portfolio includes two red blends—Cellar Red (Bordeaux-style) and Doubtless (Sangiovese-based medium-bodied blend)—plus a Chardonnay and a Rosé. All wines are available exclusively at local Charlottesville restaurants and shops.

Differentiator

Problem solved

Functional benefit

Brands

• Cellar Red: A Bordeaux-style red blend (46% Merlot, 36% Petit Verdot, 18% Cabernet Sauvignon), aged in 15% new and 85% neutral French oak. Named after Wine Cellar Circle in downtown Charlottesville.
• Doubtless

Products and services

• Cellar Red

Quantifiable outcome

• International award at Vienna Exposition 1873 for Extra Virginia Claret

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Afton Mountain VineyardscoreStrategic or Co-development PartnerThe Monticello Wine Company is part of the Afton Mountain Vineyards family of brands, revived and led by Tyler and Andrew Greeley (daughter and son-in-law of Elizabeth and Tony Smith, owners of Afton Mountain Vineyards). All Monticello Wine Company wines are produced by Afton Mountain Vineyards using grapes grown at AMV, working with winemaker Damien Blanchon. The brand represents a collaborative opportunity within the local Charlottesville wine community, with Monticello Wine Company offering a fresh, modern take on a historic label predating Prohibition.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Early Mountain Vineyards: Early Mountain Vineyards is a Virginia winery in the Monticello AVA producing premium estate-grown wines with a hospitality and wine club focus. Directly comparable on premium Virginia red blend and Chardonnay portfolio and DTC-led GTM.
• Glen Manor Vineyards: Glen Manor is a small family-owned Virginia winery in the Monticello AVA producing estate-grown Bordeaux-style wines with tasting room and DTC sales. Comparable on boutique scale, family ownership, and premium estate wine focus.
• King Family Vineyards: King Family Vineyards is a family-owned Virginia winery in the Monticello AVA producing estate-grown Bordeaux-style varietals and blends. Comparable in family-ownership model, premium local positioning, and direct-to-consumer tasting room and wine club channels.
• Veritas Vineyard & Winery: Veritas is a family-owned Virginia winery producing estate-grown Bordeaux-style blends and Chardonnays. Comparable on premium red blend portfolio, family ownership, wine club, and tasting room direct-to-consumer model.
• Pippin Hill Farm & Vineyards: Pippin Hill is a Monticello AVA estate winery focused on premium small-production wines, farm-to-table hospitality, and DTC channels. Comparable on boutique production scale, Virginia AVA positioning, and direct-to-consumer sales mix.
• Stinson Vineyards: Stinson is a family-owned Virginia winery in the Monticello AVA producing small-lot estate-grown wines including Bordeaux blends and white varietals with a tasting room and DTC model. Comparable on boutique family winery, Monticello AVA, and varietal mix.
• Barboursville Vineyards: Barboursville is one of Virginia's most established wineries, producing premium estate-grown wines including Bordeaux blends and offering a heritage-driven tasting experience. Comparable on heritage/premium Virginia positioning, estate-grown Bordeaux blends, and DTC-led distribution.
• Blenheim Vineyards: Blenheim Vineyards is a Virginia estate winery in the Monticello AVA producing premium varietals including Chardonnay and red blends with a tasting room and DTC focus. Comparable on varietal mix, premium positioning, and Virginia hospitality-led GTM.
• Afton Mountain Vineyards: Afton Mountain Vineyards is the parent brand that produces all Monticello Wine Company wines using its estate-grown grapes and winemaker Damien Blanchon. Directly comparable as a Virginia/Monticello AVA producer with estate-grown wines, hospitality, and DTC e-commerce.

Broad incumbents

• Trump Winery: Trump Winery is one of the largest Virginia wineries, operating a broad estate-grown portfolio across multiple varietals with substantial hospitality and DTC channels. Comparable as a Virginia estate winery with broader scale and stronger distribution than Monticello Wine Company.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-monticello-wine-company

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 The Monticello Wine Company