Santa Cruz Mountains Winegrowers Association

What Santa Cruz Mountains Winegrowers Association does

The Santa Cruz Mountains Winegrowers Association (SCMWA) is a nonprofit, member-based trade association headquartered in Aptos, California, founded in 1981 when the Santa Cruz Mountains became the first American Viticultural Area (AVA) defined by mountain topography. The organization represents 65+ winery members and 200+ growers across nearly half a million acres of AVA land, collectively generating over $220 million in wine industry revenues. Its primary functions are regional marketing, consumer access facilitation, and member promotion to Bay Area consumers and businesses, reaching an estimated 9+ million regional customers.

Name

Santa Cruz Mountains Winegrowers Association

Legal name

Santa Cruz Mountains Winegrowers Association

Website

https://winesofthesantacruzmountains.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Wine Industry Association & Regional Wine Tourism

NAICS

Business Associations (813910), Beer, Wine, and Liquor Retailers (44532)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Alcohol Subscription Clubs & Membership Retail (CRANAAAI)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine industry association
• Regional wine promotion
• Wine tourism
• Wine passport program
• Wine club subscriptions

Headquarters

HQ city

Aptos

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Winery Membership Fees: Annual membership dues from winery members representing over $220 Million in wine industry revenues
2. Wine Passport Program: Sale of wine passport booklets (Single $95, 2-Pack $160) granting access to 30+ wineries
3. Wine Club Subscription: Four annual shipments of wines from multiple producers at $150-$200 per shipment
4. Merchandise Sales: Branded merchandise including hats, t-shirts, hoodies, water bottles sold via e-commerce
5. Event Tickets: Ticketed events like Aptos Wine Wander ($45-$50) and Harvest Dinners ($175)

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

SCMWA is the nonprofit trade association for the Santa Cruz Mountains AVA, representing 65+ winery members and 200+ growers. It generates revenue through annual membership dues from wineries, winegrowers, and associate members, and sells consumer-facing products including Wine Passport booklets (single, $95; 2-pack, $160) valid for one year at 30+ participating wineries, a Wine Club with four quarterly subscription collections, branded merchandise, and ticketed events such as the Aptos Wine Wander and Harvest Dinners.

Product overview

Santa Cruz Mountains Winegrowers Association operates a multi-faceted wine tourism and membership platform centered on promoting the Santa Cruz Mountains AVA. The core offerings include: (1) Wine Club subscriptions with four collections (Pinot Noir, Classic, Mountain Bordeaux, and Explorer) providing quarterly wine shipments with member benefits; (2) SCM Wine Passport program offering access to 30+ participating wineries via physical booklets or mobile app with celebration days throughout 2026; (3) A merchandise store selling branded apparel including hats, hoodies, t-shirts, tank tops, and water bottles; (4) Ticketed events such as Aptos Wine Wander and Harvest Dinners; (5) Trip planning tools and winery membership programs. The association collectively represents 65+ winery members with over $220 million in wine industry revenues.

Differentiator

Problem solved

Functional benefit

Brands

• The Classic Collection: Wine club collection exploring Chardonnay, Pinot Noir and Bordeaux-style wines from the Santa Cruz Mountains.
• The Mountain Bordeaux Collection
• The Explorer Collection
• The Pinot Noir Collection
• Santa Cruz Mountains Wine Passport
• Taste of Terroir Dinner Series

Products and services

• SCM Wine Passport Annual wine tasting pass providing access to 30+ participating wineries across the Santa Cruz Mountains AVA, with complimentary tasting flights and exclusive events. Sold as a physical booklet or accessed digitally via the SCM Wine mobile app.
• Wine Club - Pinot Noir Collection Quarterly wine subscription featuring 4 Pinot Noir bottles from sub-regions across the Santa Cruz Mountains. Members receive 15% off wine purchases, tasting notes, pairing suggestions, and access to older library wines.
• Wine Club - Classic Collection Quarterly wine subscription exploring Chardonnay, Pinot Noir, and Bordeaux-style wines from both acclaimed producers and under-the-radar brands across the Santa Cruz Mountains.
• Wine Club - Mountain Bordeaux Collection Quarterly wine subscription featuring Cabernet Sauvignon and classic Bordeaux varieties from acclaimed Santa Cruz Mountains vineyards and producers.
• Wine Club - Explorer Collection Quarterly wine subscription offering a wide range of varietals including sparkling wines, rosés, syrahs, and blends from the Santa Cruz Mountains AVA.
• SCM Wine Mobile App Digital passport app available on Google Play and Apple App Store, enabling Wine Passport holders to access and redeem their pass at participating wineries without carrying a physical booklet.
• Aptos Wine Wander Event Wine tasting walking event in Aptos Village. Advance tickets $45, $50 at the door. Includes a Govino wine glass, wristband, and map.
• Harvest Dinner at Rosscienda Vineyard Part of the Taste of Terroir dinner series at Rosscienda Vineyard. $175 per ticket including food, wines, and gratuities. 15% discount for AVA wine club members on up to 2 tickets.
• Branded Merchandise Store Online store selling branded merchandise including hats ($25), hoodies ($60), t-shirts ($25), tank tops ($20), and water bottles ($20) with SCMWA branding.
• Winery Membership Programs Annual membership programs for wineries (Winery Membership), vineyards (Winegrower Membership), and industry partners (Associate Membership), providing networking, promotion, and marketing exposure. Collective membership represents 65+ winery members and 200+ growers with $220M+ in wine industry revenues.
• Trip Planner Interactive trip planning tool at explorewinesofscm.com to help visitors plan their wine tasting journey through the Santa Cruz Mountains region.

Quantifiable outcome

• 65+ winery members representing $220 Million in wine industry revenues
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• Limo Bus 831minorGTM or Marketing Partner · 1 January 2025Transportation partner providing wine tasting transportation services in the Santa Cruz Mountains region
• The Santa Cruz ExperienceminorGTM or Marketing Partner · 1 January 2025Wine tour transportation partner offering guided experiences in the Santa Cruz Mountains wine region
• House Family VineyardsminorStrategic or Co-development PartnerFeatured on 7-night Danube River Cruise (July 14-21, 2025) as part of River Cruises x SCM wine partnership
• 30+ Member WineriescoreChannel Partner/ Reseller/ DistributorParticipating wineries in the Wine Passport program offering complimentary tasting flights to passport holders
• Mobile App PartnerscoreTechnology or IntegrationGoLang-powered mobile apps available on Google Play and Apple Store for SCM Wine Passport digital access

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Willamette Valley Wineries Association: Willamette Valley Wineries Association is a regional nonprofit trade association promoting Oregon wineries through events, marketing, and member services. Directly comparable structure and consumer-engagement model.
• Livermore Valley Winegrowers Association: Livermore Valley Winegrowers Association is a Northern California nonprofit wine trade association running events, passport programs, and member services. Direct regional peer to SCMWA in scale and structure.
• Paso Robles Wine Country Alliance: Paso Robles Wine Country Alliance is a nonprofit regional wine association running Wine Passport-style programs, events, and consumer marketing. Comparable in mission, structure, and wine-tourism GTM.
• Napa Valley Vintners: Napa Valley Vintners is a nonprofit trade association representing 500+ Napa wineries, operating events, marketing programs, and member services analogous to SCMWA. It is the most comparable regional wine trade association in the U.S.
• Finger Lakes Wine Alliance: Finger Lakes Wine Alliance is a regional nonprofit consortium of Finger Lakes wineries running collaborative marketing and events. Comparable membership-driven regional wine promotion model.
• Mendocino WineGrowers Inc. Mendocino WineGrowers Inc. is a California regional wine trade association representing Mendocino County wineries and growers. Closely comparable membership-based nonprofit structure and consumer marketing focus.
• Walla Walla Valley Wine Alliance: Walla Walla Valley Wine Alliance is a regional wine trade association running wine passport-style consumer programs, events, and marketing. Comparable membership-based nonprofit operating an AVA-level passport.
• Sonoma County Vintners: Sonoma County Vintners is a regional winery trade association promoting Sonoma County wines through events, marketing, and consumer programs. Directly comparable membership-based nonprofit structure serving a California AVA.
• Temecula Valley Winegrowers Association: Temecula Valley Winegrowers Association is a Southern California regional wine trade association running wine passport programs, events, and winery promotion. Comparable member-based nonprofit AVA structure.
• Anderson Valley Winegrowers Association: Anderson Valley Winegrowers Association is a small Northern California wine trade association running wine events and consumer programs in a similarly sized AVA. Comparable regional scale and member base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/santa-cruz-mountains-winegrowers-association

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Santa Cruz Mountains Winegrowers Association