Urlar

What Urlar does

URLAR Gladstone is a privately-held New Zealand organic and biodynamic winery operating a 31-hectare single vineyard in the Gladstone subregion of Wairarapa, on 140 Dakins Road, East Taratahi, with 55 hectares of total farmed land including lease blocks. Founded in 2004 and BioGro certified since 2010, the estate supports 100,000+ vines and produces approximately 19 wine SKUs spanning Méthode Traditionnelle sparkling wines, Pinot Noir-dominant reds, Sauvignon Blanc, Chardonnay, Pinot Gris, Riesling, Viognier whites, a "Heaven's Selection" reserve tier, and a Noble Riesling dessert wine. Underlying production technology is non-AI: biodynamic preparations (500/501/CPP), inter-row biodiversity, indigenous yeast fermentation, and French oak aging. Director of Wine Kohei oversees full-stack vineyard-to-bottle operations, with Aaron Zuccaro joining as Head Winemaker in November 2024.

The business operates a hybrid DTC and wholesale model. Direct-to-consumer revenue is generated through a year-round Cellar Door at the estate (opened July 2024), a Shopify-powered online store, gift vouchers ($50–$300), and gift packs ($120). Wholesale revenue flows through NZ stockists including Moore Wilson's and through international distributors, with a dedicated Japanese-language website (japan.urlar.co.nz) indicating active cultivation of the Japan market. Venue hire (groups of 3–52) and programmed dining events — including corporate functions (e.g., Fujitsu General NZ), weddings, and collaborative dinners with partner restaurants such as Janken — provide a secondary revenue layer that raises average customer spend. Bottle prices span $30 to $350, with the upper tier reserved for limited-release and reserve wines.

Capacity expansion is underway: 6,000–7,500 new Pinot Noir vines are being planted across 2025–2026 to grow flagship-varietal supply. Headcount remains in the 1–10 range, and the company was named a 2026 Wellington Gold Awards "Vibrant Gold" finalist, providing third-party regional validation. No funding rounds, acquisitions, or revenue disclosures are present in the input data.

Name

Urlar

Legal name

URLAR Gladstone

Website

https://urlar.co.nz

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

URLAR Gladstone is a privately-held New Zealand organic winery operating a 31-hectare single vineyard in Wairarapa, producing ~19 wine SKUs and selling direct via its Cellar Door, online shop, NZ stockists, and international distributors.

Ownership category

akta.pro rank

Product category

Premium Organic Wine

NAICS

Wineries (312130), Grape Vineyards (111332), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Fine Wine & Luxury Spirits Retail (CRANABAE), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Organic Vineyard & Wine Grape Farming (AFAGAKAI)

Keywords

• Organic winery
• Biodynamic viticulture
• Pinot Noir production
• Sparkling wine production
• Cellar door experiences

Headquarters

HQ city

Gladstone

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wine Sales: Direct sales of wines including sparkling (Methode Traditionnelle Brut, Rosé Brut, Blanc de Noir), red wines (Pinot Noir, Merlot/Cabernet Franc, Pinot Rosé), and white wines (Sauvignon Blanc, Chardonnay, Pinot Gris, Riesling, Viognier). Sales through Cellar Door, online shop, and stockists. Price points range from $30-$350 per bottle, with premium reserve wines commanding higher prices.
2. Cellar Door and Venue Hire: Cellar Door open Friday to Sunday year-round offering wine tastings, seasonal country fare, and venue hire for functions. Spaces include Foyer & Mezzanine (up to 16 guests), Tasting Counter (3 guests), The Nishi Room upstairs (up to 32 guests), and Outdoor Lakeside Area (up to 52 guests). Also offers Meet the Makers dinners and collaborative dining events.
3. Gift Vouchers and Gift Packs: Cellar Door Gift Vouchers available in denominations of $50, $100, $150, $200, and $300. Gift Pack at $120 includes Methode Traditionnelle Brut, $50 Cellar Door voucher, and blank card. Complimentary urban delivery on orders over $100 in New Zealand.
4. Distribution and Stockists: Products distributed across New Zealand and internationally through distributor partners. Trade enquiries handled by emailing [email protected] to connect with nearest distributor.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

URLAR Gladstone is an organic and biodynamic winery producing premium wines (Pinot Noir flagship, Methode Traditionnelle sparkling, Sauvignon Blanc, Chardonnay, and other varietals) from a 31-hectare single vineyard in Wairarapa, New Zealand. The company sells directly through its Cellar Door and Shopify online store, distributes through NZ and international stockists, and offers venue hire for private and corporate events with seasonal food pairings.

Product overview

URLAR is a single-vineyard organic winery based in Gladstone, Wairarapa, New Zealand. The product portfolio centers on still wines including Pinot Noir (flagship), Merlot/Cabernet Franc, and Sauvignon Blanc, alongside aromatic whites (Chardonnay, Pinot Gris, Riesling, Viognier), and premium sparkling wines produced via Traditional Method and Charmat processes. The winery also offers premium reserve selections under the Heaven's Selection label, a dessert-style Noble Riesling, and hospitality services through its Cellar Door venue. Gift offerings include vouchers and curated gift packs. The company operates as an integrated winery with direct-to-consumer sales via its Cellar Door and online shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Viognier 2023 Hand-harvested Viognier with a portion whole-bunch pressed and barrel fermented. Features 30% skin contact with indigenous yeast for aromatic lift. Displays white florals, mandarin skin, and Turkish delight.
• Methode Traditionnelle Brut 2019 A dry, elegant champagne-style sparkling wine from the 2019 vintage, with baked brioche and white stonefruit/biscuity characters. Aged 12 months on lees before secondary bottle fermentation, then disgorged after another 18 months and bottled in November 2021.
• Rosé Brut NV A sparkling Pinot Noir Rosé produced using the Charmat (tank fermentation) method to preserve freshness and vibrant primary fruit expression.
• Blanc de Noir Brut NV A sparkling wine made from red Pinot Noir grapes (French term for clear colour from red grapes), fermented twice in tank on yeast lees for richness.
• Pinot Noir 2022 The flagship URLAR Pinot Noir, hand-picked and fermented with indigenous yeast to showcase site expression with blackberries, crushed raspberry leaf, and herbal spice characters.
• Pinot Noir 2024 Magnum Handpicked Pinot Noir in individual clonal parcels with 15% whole bunch fermentation, aged in French oak barrels (20% new) for eight months. Features blackberry, dark plum, and redcurrant with fine-grained tannins.
• Pinot Noir 2023 Block No.9 Hand-harvested Pinot Noir from clonal parcels, whole-bunch fermented with indigenous yeast, and aged in French oak for eight months.
• Merlot / Cabernet Franc 2023 A deeply expressive red co-fermented in large oak cuves using indigenous yeasts, featuring violets, tomato leaf, black plum, leather, cedar, and clove with fine-grained tannins.
• Pinot Rosé 2022 Pinot Noir rosé made from hand-picked and machine-harvested parcels, with gentle handling and blending for purity and freshness.
• Heaven's Selection Pinot Noir 2014 Top selection hand-harvested and hand-sorted Pinot Noir with traditional fermentation and natural yeast, aged in the finest French oak barrels. An elegant style with great power and complexity.
• Sauvignon Blanc 2022 Sauvignon Blanc harvested from the Gladstone vineyard, fermented across stainless steel and barrel with selected and wild yeasts. Features spiced honey floral notes, white peach, grapefruit, and guava.
• Barrel-Aged Sauvignon Blanc "Sur Lie" 2023 Hand-picked best Sauvignon Blanc fruit, pressed gently and aged in French oak barrels on yeast lees for full-bodied palate weight, texture, and a long rich yet dry, smoky finish.
• Chardonnay 2023 Hand-harvested Chardonnay, whole-bunch pressed and fermented in French oak barriques with natural malolactic fermentation for richness and depth.
• Pinot Gris 2024 Pinot Gris with a portion fermented in aged barrels with wild yeast. Features rich aromas of pear, spice, nectarine flesh, and custard apple with a long textural dry finish.
• Dry Riesling 2024 Dry Riesling with a small percentage aged in old oak barrels for complexity. Features jasmine, orange blossom, citrus, honey, and spice with a long dry finish.
• Heaven's Selection Sauvignon Blanc 2015 Best rows hand-picked for superb quality fruit, fermented and aged on lees in French oak barriques for 10 months with barrel-by-barrel blind tasting selection.
• Noble Riesling 2025 A glowing golden dessert wine with notes of apricot, honey, and butterscotch. Features candied citrus, roasted almond, and caramelised stone fruit with a long smooth finish.
• Cellar Door Gift Voucher Digital gift cards available in denominations of $50, $100, $150, $200, and $300, redeemable at the Cellar Door for seasonal country fare, wine purchases, and experiences.
• URLAR Gift Pack Gift pack priced at $120 including Methode Traditionnelle Brut, a $50 Cellar Door voucher, and a blank card for a personal message, with complimentary urban delivery. Saves $20 versus buying items separately.
• Cellar Door Venue Hire Venue hire at the URLAR Cellar Door offering multiple event spaces: Foyer and Mezzanine (up to 16 guests), Tasting Counter (3 guests), The Nishi Room upstairs (up to 32 guests), and Outdoor Lakeside Area (up to 52 guests). Available for private functions, corporate events, weddings, and conferences with seasonal country fare and wine service.

Quantifiable outcome

• BioGro certified since 2010 with 31-hectare single vineyard and 55 hectares of total farmed land
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

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.

• New Zealand Distributor PartnerscoreChannel Partner/ Reseller/ DistributorURLAR supplies wines across New Zealand and internationally through distributor partners. Trade enquiries are directed to [email protected] to connect customers with their nearest distributor. This channel enables broad retail presence beyond the direct Cellar Door and e-commerce channels.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Ata Rangi: Iconic Wairarapa (Martinborough/Gladstone) Pinot Noir specialist with comparable single-vineyard focus and premium positioning. Closest direct comparable given shared region, grape, and high-end price points ($40-$150+).
• Palliser Estate: Wairarapa winery producing Pinot Noir, Sauvignon Blanc, Chardonnay and Methode Traditionnelle sparkling wines with a cellar door and events program. Highly comparable across product mix, region, and DTC/event-driven GTM.
• Escarpment Vineyard: Martinborough-based premium Pinot Noir producer employing traditional and biodynamic-influenced methods, with a cellar door and restaurant. Comparable in premium Pinot Noir focus, traditional winemaking, and Wairarapa cellar door experience.
• Martinborough Vineyard: Historic Wairarapa estate with a focus on Pinot Noir and traditional winemaking; operates cellar door and venue events. Comparable in single-estate, terroir-driven positioning within the same sub-region.
• Te Kairanga Wines: Wairarapa (Martinborough) winery offering Pinot Noir-led portfolio plus cellar door and function venue. Directly comparable on premium Pinot Noir, Wairarapa origin, and DTC/events GTM motion.
• Dry River Wines: Boutique Wairarapa estate focused on low-intervention, terroir-driven Pinot Noir, Riesling, and Syrah with cult premium pricing. Comparable as a small-scale, quality-obsessed Wairarapa producer with similar philosophy.
• Felton Road: Biodynamic-certified Central Otago Pinot Noir specialist with strong international reputation and premium pricing. Comparable on biodynamic/organic ethos, Pinot Noir focus, and global export-driven brand.
• Seresin Estate: Marlborough organic and biodynamic estate with strong sustainability credentials, cellar door, and premium portfolio. Comparable on organic/biodynamic viticulture, single-estate story, and cellar door/event-driven GTM.

Broad incumbents

• Craggy Range: Larger NZ premium winery (Hawkes Bay/Marlborough) with broad portfolio including Pinot Noir, sparkling, and cellar doors. Comparable on premium NZ wine positioning and DTC hospitality, though at greater scale and breadth.

Emerging players

• Greywacke Wines: Boutique Marlborough producer focused on hand-crafted Sauvignon Blanc, Pinot Noir, and aromatic wines. Comparable as a small, craft-focused NZ winery with premium DTC and international distribution.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/urlarwine
• Instagraminstagram.com/urlarwine
• LinkedInlinkedin.com/company/urlar

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Urlar