Vineyard 2121

What Vineyard 2121 does

Vineyard 2121 is a privately held, family-owned estate winery, restaurant, and tasting destination operating from a 17-acre vineyard at 4110 Red Arrow Highway in Benton Harbor, Michigan. Founded in 2009 by Jeffrey and Deborah Pallas, the business replanted the property with wine grapes (plus raspberries sold at farmers' markets during the ramp-up), achieved its first grape harvest in 2012, and opened its purpose-built tasting room on July 25, 2015. The company produces estate-grown wines across red, white, rosé, sparkling, and specialty styles, and has expanded its beverage portfolio through Small Brewers and Small Distillers licenses to include craft beers, hard ciders, premium vodka, and frozen wine slushees. Adjacent operations include a full-service restaurant with a seasonal house-made menu featuring woodfire pizzas, and an event programming calendar anchored by an outdoor stage for live bands, karaoke, music bingo, and private events.

The business runs on a direct-to-consumer model centered on the on-site tasting room and restaurant, with group reservations (up to 12, $50 deposit), private event hosting, and online ordering for pickup or shipment. A Bon Vivant Wine Club subscription ($50 annual fee, quarterly shipments of 2, 4, or 6 bottles with 10-20% member discounts) introduces a recurring revenue stream on top of walk-in traffic. Customers are predominantly local wine enthusiasts, foodies, and group event hosts in southwest Michigan wine country. The company is privately held with no disclosed institutional investors or parent ownership, and management rests with the co-founders plus a Wine Club Manager and a small operational team of approximately seven employees. The firm has been voted Best Local Winery for consecutive years and received Berrien County Conservation Farm of the Year in 2014, signaling established regional brand equity and sustainability credentials.

Name

Vineyard 2121

Legal name

Vineyard 2121

Website

https://vineyard2121.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Vineyard 2121 is a family-owned estate winery, restaurant, and tasting destination in Benton Harbor, Michigan, serving southwest Michigan consumers with estate-grown wines, craft beers, vodka, food, live events, and a quarterly Wine Club subscription.

Ownership category

akta.pro rank

Product category

Winery and Tasting Room

NAICS

Wineries (312130), Grape Vineyards (111332), Drinking Places (Alcoholic Beverages) (7224)

akta.pro industry

PRIMARYAFAFAAAB

Wine Production & Winemaking

Agriculture & Food Production/Beverage Production/Alcoholic Beverage Production (Beer, Wine, Spirits, Cider)

SECONDARYTHAFALAE

Wineries & Vineyards (Tasting Rooms)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Breweries, Wineries & Distilleries (Taprooms/Tasting Rooms)

SECONDARYAFAGAJAJ

Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets)

Agriculture & Food Production/Crop Farming/Viticulture & Vineyard Operations (Grapes for Wine/Table)

SECONDARYCRADAIAB

Wine & Sparkling Wine Wineries & Brands

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Alcoholic Beverages (Beer, Wine, Spirits) Manufacturing & Brands

SECONDARYTHAJAGAD

Wine Tastings & Vineyard/Winery Tours

Travel & Hospitality/Tours, Attractions & Experiences/Food & Drink Experiences (Culinary Tours, Tastings, Cooking Classes)

Keywords

• Estate winery
• Wine tasting
• Craft beverages
• Wine club
• Event venue

Headquarters

HQ city

Benton Harbor, Michigan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tasting Room Sales: Wine flights, individual glass pours, and bottle sales at the tasting room. Tasting flights are $15 for four 2 oz pours with $5 off when purchasing 2 or more bottles.
2. Wine Club Subscription: Bon Vivant Wine Club with annual $50 membership fee. Quarterly shipments of 2, 4, or 6 bottles with tiered discounts (10-20%) for members. Shipments can be picked up or delivered for additional cost.
3. Food Service: Restaurant serving seasonal house-made soups, sandwiches, appetizers, woodfire pizzas, and specialty cocktails.
4. Online Product Sales: Online ordering for wine bottles, slushees, gift cards, and VIP table reservations for concert nights.
5. Private Events: Hosting private events including bridal/baby showers, company parties, anniversary and holiday gatherings. Available Monday-Thursday and Sunday.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Vineyard 2121 is a family-owned winery and tasting destination that produces and sells estate-grown wines from a 17-acre vineyard in southwest Michigan, alongside craft brews, hard ciders, premium vodka, and wine slushees. The operation also runs a full-service restaurant with a seasonal menu, a Bon Vivant Wine Club subscription, private event hosting, group reservations, and live music events on an outdoor stage.

Product overview

Vineyard 2121 is a winery, restaurant, and tasting destination in southwest Michigan wine country. The core offering consists of estate-grown, award-winning wines (reds, whites, rosés, and sparkling) along with craft beers, hard ciders, and premium vodka. The company expanded to include frozen wine slushees and operates a full food menu featuring woodfire pizzas, sandwiches, soups, and appetizers. Additional services include tasting flights, a Bon Vivant Wine Club membership program, VIP concert table reservations, private event hosting, group reservations, and live music events on an outdoor stage. The product portfolio centers on wine and beverage offerings complemented by food service and entertainment experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Bon Vivant Wine Club: The wine club membership program offering quarterly shipments of hand-crafted wines with member benefits and discounts.

Products and services

• Award Winning Wines Estate-grown wines that have won awards, including Cabernet Franc, Sweet Autumn Riesling, and Traminette 2017; sold to consumers visiting the tasting room or ordering online for pickup.
• White Wine Selection of white wines including Riesling, Traminette, Vineyard 2121 White, Vineyard Sangria, Vineyard 2121 Blush, and Vineyard 2121 Rosé; sold to wine consumers at the tasting room or via online ordering.
• Red Wine Selection of red wines including Cabernet Franc, Cabernet Sauvignon, Merlot, Chambourcin, Longing Lips, Miss Fortune, Third Time's a Charm, and Vineyard 2121 Red; sold to wine consumers at the tasting room or via online ordering.
• Wine Slushees Frozen wine slushees available in Mango Pina Colada and Peach flavors, sold in 20oz frozen to-go pouches for pickup only at the tasting room.
• Craft Beers, Hard Ciders, and Premium Vodka Small batch craft brews, hard ciders, and premium vodka offered at the tasting room after acquiring Small Brewers and Small Distillers licenses; for adult consumers visiting the venue.
• Food Menu Seasonal house-made soups, sandwiches, appetizers, woodfire pizzas, and specialty cocktails served at the on-site restaurant for visiting guests and diners.
• Bon Vivant Wine Club Annual membership program with $50 fee offering quarterly wine shipments (2, 4, or 6 bottles), $6 off first drink per visit, tiered discounts (10-20%), and exclusive member benefits for loyal wine consumers.
• VIP Table Reservations VIP table reservations for concert nights at $50 per table, limited to 6 people maximum per table.
• Concert Cover Charges Cover charges for live concerts featuring bands every weekend on the outdoor stage.
• Gift Cards Gift cards available for purchase at the tasting room and online for redemption on wines, food, and experiences.
• Private Events Hosting of private events including bridal/baby showers, company parties, anniversary and holiday events, available Monday-Thursday and Sunday at the vineyard venue.
• Group Reservations Group wine tasting reservations for groups up to 12 people with $50 deposit (fully refundable with 24-hour cancellation notice).
• Live Music Events and Resin Pouring Class Regular live music performances, karaoke nights, music bingo, themed parties, and resin pouring art classes hosted on the outdoor stage for venue visitors.

Quantifiable outcome

• Best Local Winery recognition for consecutive years

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Biltmore Winery: Estate winery embedded in a hospitality and entertainment destination with tasting room, restaurant, and event programming. Comparable in coupling estate production with destination venue economics.
• Chateau Elan Winery & Resort: Winery combined with full hospitality, restaurant, and event programming. Comparable in blending estate winemaking with destination dining, events, and entertainment-driven revenue.
• Willamette Valley Vineyards: Larger publicly traded estate winery with tasting rooms, wine club, and DTC focus. Comparable business model (estate production + wine club + tasting room hospitality) at greater scale and broader distribution.

Direct peers

• Round Barn Winery: Southwest Michigan estate winery with a comparable tasting room, restaurant, and event-venue model. Closely comparable in combining estate production with hospitality, food service, and private event bookings.
• St. Julian Winery: Michigan's oldest and largest winery, also based in southwest Michigan. Directly competes in estate-grown wine production, tasting room DTC, wine club subscriptions, and event hosting for the same regional customer base.
• Lemon Creek Winery: Family-owned estate winery in southwest Michigan with tasting room and small-batch production. Closely mirrors Vineyard 2121's family-run, estate-grown DTC positioning.
• Domaine Berrien Cellars: Southwest Michigan estate vineyard and winery focused on estate-grown varietals with tasting room DTC. Directly comparable in production philosophy and regional customer base.
• Tabor Hill Winery: Southwest Michigan estate winery offering tastings, restaurant service, and event hosting. Directly competes in the same regional DTC market with overlapping varietals and visitor experience.
• Lawton Ridge Winery: Michigan estate winery with tasting room, food service, and live entertainment programming. Similar in blending estate wine production with a destination hospitality and event model.
• Karma Vista Winery: Southwest Michigan estate winery with on-site tasting room and event hosting. Comparable in scale, estate production, and DTC positioning within the same regional competitive set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vineyard-2121

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 2121