Red And White Cellar Limited

What Red And White Cellar Limited does

Red And White Cellar Limited (trading as Red+WhiteCellar) is a New Zealand privately held wine and boutique beverage distribution company founded in 2007 and headquartered at 38 Burleigh Street, Grafton, Auckland. The company purchases wines from a curated portfolio of 70+ producer brands across New Zealand, Australia, France, Germany, Italy, Spain, Portugal, and the Americas, and resells them to on-premise hospitality customers (restaurants, bars, cafes), retail wine merchants, and direct consumers via the shop.redwhitecellar.co.nz webstore. The portfolio also includes craft beer (Hallertau), non-alcoholic beverages (Otakiri Reserve), and glassware (Plumm).

The business operates a B2B sales-led go-to-market model built around regional territory managers who cover every major NZ wine region from Northland to Southland, supported by multiple warehouses and logistics teams enabling same-day metropolitan and next-day regional delivery. Revenue is generated through wholesale-to-retail margins on distribution; pricing is not publicly disclosed and is negotiated per customer relationship. Value-added services include tailored wine list consultation, staff training, a tasting notes library, and the RWC-TV video content series, all designed to differentiate the distribution offering from pure logistics competitors.

The company has a 20+ person team led by General Manager Dave Aberhart and includes industry veterans such as John Meehan (present since founding), Brad Nolan (former winemaker at Muddy Water), and DipWSET-qualified Josh Pointon. It is founder/management-owned with no disclosed external investors, no subsidiaries, no M&A activity, and no funding rounds, operating as an independent NZ-focused distribution platform.

Name

Red And White Cellar Limited

Legal name

Red & White Cellar Ltd

Website

https://redwhitecellar.co.nz

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Red And White Cellar Limited is a New Zealand privately held wine and boutique beverage distributor, founded in 2007, that supplies 70+ producer brands to hospitality venues, retailers, and consumers nationwide via regional field sales and a D2C webstore.

Ownership category

akta.pro rank

Product category

Wine & Beverage Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (445320)

SIC

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

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Wine distribution services
• Beverage distribution
• Hospitality wine supply
• Premium wine portfolio
• On-premise beverage distribution

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wine and Beverage Distribution: Red & White Cellar operates as a wine and beverage distributor, purchasing products from wineries and selling to restaurants, bars, and retail establishments with a markup. Revenue is generated through the margin between wholesale purchase prices and resale prices to trade customers, plus limited direct consumer sales through their webstore.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Red & White Cellar distributes more than 70 premium wine brands (plus craft beer, non-alcoholic beverages, and glassware) from New Zealand and international producers to restaurants, bars, cafes, and retail liquor merchants across New Zealand. The company supplements distribution with tailored wine list consultation, staff training programs, tasting notes, RWC-TV video content, and a direct-to-consumer webstore for retail buyers.

Product overview

Red And White Cellar Limited is a New Zealand wine and boutique beer distribution company operating as a single unified distribution platform with no modular product architecture. The company distributes over 80 wine, beer, and beverage brands across 11 country portfolios (New Zealand, Australia, France, Germany, Italy, Spain, Portugal, Americas, Craft Beer, Non-Alcoholic, and Glassware) through a combination of direct-to-trade distribution services, an e-commerce webstore, and value-added services including tailored wine list consultation, staff training, tasting notes, and media content (RWC TV). The core offering is the distribution service supplemented by beverage program consulting and educational resources, with the webstore providing direct customer access to their portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• NZ Wine & Beverage Distribution Services

Quantifiable outcome

• Same-day delivery available in Auckland (order by 8am), Wellington (order by 9:30am), and Christchurch (order by 9:30am)

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• AmisfieldcoreChannel Partner/ Reseller/ DistributorNew Zealand winery based in Central Otago. Red & White Cellar distributes Amisfield's range of wines including sparkling, Sauvignon Blanc, Pinot Gris, Fumé Blanc, Pinot Noir, and reserve wines in New Zealand.
• Spy Valley WinescoreChannel Partner/ Reseller/ DistributorMarlborough, New Zealand winery. Red & White Cellar distributes Spy Valley's full portfolio including Satellite and Envoy sub-brands.
• Dog Point VineyardcoreChannel Partner/ Reseller/ DistributorLeading New Zealand winery from Marlborough, known for Sauvignon Blanc and Pinot Noir. Featured in RWC-TV content series.
• GreystonecoreChannel Partner/ Reseller/ DistributorWaipara, New Zealand winery producing organic and sustainable wines including Sauvignon Blanc, Pinot Gris, Chardonnay, and Pinot Noir.
• MahicoreChannel Partner/ Reseller/ DistributorMarlborough, New Zealand winery known for distinctive Sauvignon Blanc and Pinot Noir expressions.
• Man O' WarcoreChannel Partner/ Reseller/ DistributorWaiheke Island winery producing a diverse portfolio including Sauvignon Blanc, Chardonnay, Syrah, and Bordeaux blends. Also produces Swiftsure Vineyards.
• Champagne Laurent-PerriercoreChannel Partner/ Reseller/ DistributorPrestigious Champagne house from Tours-sur-Marne. Red & White Cellar distributes premium Champagne range including La Cuvée, Brut Millésimé, Grand Siècle, and Alexandra Rosé.
• Bird in HandcoreChannel Partner/ Reseller/ DistributorAdelaide Hills, Australia winery producing Sparkling, Shiraz, and other premium wines.
• MollydookercoreChannel Partner/ Reseller/ DistributorMcLaren Vale & Langhorne Creek, Australia winery known for powerful Shiraz and innovative winemaking techniques.
• Two Hands WinescoreChannel Partner/ Reseller/ DistributorAustralian winery recognized as one of the most awarded Shiraz producers, with portfolio of single-vineyard and regional expressions.
• Albert BichotcoreChannel Partner/ Reseller/ DistributorBourgogne (Burgundy), France winery producing Aligoté, Chardonnay (including Chablis, Meursault, Pouilly-Fuissé), and Pinot Noir from prestigious appellations.
• Dr. LoosencoreChannel Partner/ Reseller/ DistributorMosel, Germany Riesling specialist producing wines from some of the world's steepest vineyards including Erdener Treppchen and Wehlener Sonnenuhr.
• Ferraton Père et FilscoreChannel Partner/ Reseller/ DistributorRhône Valley, France winery producing wines from Côtes-du-Rhône to Châteauneuf-du-Pape including Gigondas.
• Cordero Di MontezemolocoreChannel Partner/ Reseller/ DistributorBarolo, Piedmont, Italy winery specializing in traditional Nebbiolo wines from the Langhe region including Barolo Monfalletto.
• Ramos PintocoreChannel Partner/ Reseller/ DistributorPortuguese winery from Douro region producing both table wines and vintage/tawny Ports, including LBV and 10/20 year aged tawnies.
• OtazuminorChannel Partner/ Reseller/ DistributorNavarre, Spain winery producing premium Chardonnay and Tempranillo wines from their historic estate.
• HallertaucoreChannel Partner/ Reseller/ DistributorRiverhead, New Zealand craft brewery. The only craft beer brand in Red & White Cellar's portfolio, extending their beverage distribution beyond wine.
• Otakiri ReserveminorChannel Partner/ Reseller/ DistributorWhakatane, New Zealand premium water brand for non-alcoholic beverage distribution.
• Plumm GlasswareminorChannel Partner/ Reseller/ DistributorMelbourne, Australia wine glassware manufacturer whose products complement wine distribution.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Indevin NZ: Large NZ integrated wine producer and distributor with national reach and own-label brands. Overlaps with RWC's distribution and supplier role but at significantly greater scale and vertical integration.
• Asahi Beverages NZ: Major multi-beverage distributor in NZ covering beer, wine, and non-alcoholic. Comparable as a broad incumbent competitor with similar national logistics infrastructure but a much larger portfolio.
• Pernod Ricard New Zealand: Global wine and spirits major with NZ distribution arm covering wine, spirits, and champagne portfolios across on-premise and retail. Comparable as a competing supplier/distributor of premium international brands to NZ trade.
• Treasury Wine Estates (NZ): Global wine major with a substantial NZ distribution presence across on-premise and retail. Competes with RWC for shelf space and on-premise listings of premium and mainstream wine brands.
• Lion New Zealand (DB Drinks): One of NZ's largest beverage companies with broad wine, beer, and RTD distribution. Operates as a wider-portfolio incumbent competing for the same hospitality beverage-program contracts.

Direct peers

• WineWorks: NZ wine and beverage logistics and distribution business operating nationally with warehousing and rep coverage. Comparable as a direct trade distribution peer serving NZ hospitality and retail.
• Negociants New Zealand: NZ wine importer and distributor representing a portfolio of international and domestic producers to the on-premise and retail trade. Highly comparable as a parallel NZ trade distributor with overlapping supplier and customer profiles.
• EuroVintage: New Zealand specialist wine importer and distributor serving on-premise, retail, and wholesale customers across the country. Closely comparable in scale, country focus, and premium boutique supplier mix.

Regional players

• Regional Wines NZ: NZ-focused wine distribution business serving specific regional markets and retail accounts. Overlaps with RWC's trade-distribution model but with narrower geographic and portfolio focus.

Others

• Plumm Glassware: Australian wine glassware partner of RWC and adjacent supplier in the on-premise beverage ecosystem. Included as a thematically adjacent partner rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/redwhitecellar
• YouTubeyoutube.com/channel/UCrYhr-JyBwVhK5evQA
• Facebookfacebook.com/RedAndWhiteCellar
• LinkedInlinkedin.com/company/redwhitecellar
• Instagraminstagram.com/redwhitecellarnz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Red And White Cellar Limited