STEL+MAR

What STEL+MAR does

STEL+MAR is a California-based wine brand founded in 2021 and headquartered in San Francisco, operating with 11-50 employees. The company produces a portfolio of six wines priced uniformly at $19.99, sold under a single brand through both direct-to-consumer e-commerce and major national retail channels including Trader Joe's, the Kroger family of stores, and the Albertsons/Safeway family of stores. Winemaking is led by Philip Zorn, and the brand is family-run and 74% female-owned, with original label artwork created by artist Stephanie Cheng. STEL+MAR holds Certified California Sustainable Winegrowing (CCSW) certification, signaling compliance with regional sustainability standards.

The business runs a dual-channel go-to-market: DTC sales operate through a Shopify storefront with Klaviyo-driven email marketing automation, while wholesale distribution and fulfillment are supported by BevStack and a separate wholesale distributor network. Third-party validation has come through Wine Enthusiast, including a 'Label to Watch' recognition, and a Wine Spectator award, with additional consumer ratings aggregated on Vivino. Pricing is intentionally held flat at $19.99 across the SKU range, simplifying retail merchandising and DTC conversion while positioning the brand in a specific price tier.

The product line extends beyond individual bottles into curated bundles, including a Summer Collection and a Full Collection, supporting gift and trial use cases that lift average order value. Customer acquisition blends organic retail presence at national chains with Klaviyo-managed lifecycle marketing on the DTC side, and the brand emphasizes original artwork, female ownership, and sustainability credentials as differentiating assets. No AI/ML, patents, or proprietary technology components are disclosed in the input.

Name

STEL+MAR

Legal name

Stelandmar

Website

https://stelandmar.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

STEL+MAR is a California wine brand founded in 2021 selling six wines at $19.99 through DTC e-commerce and national grocery chains including Trader Joe's and the Kroger family. The 74% female-owned company is led by winemaker Philip Zorn and holds CCSW certification.

Ownership category

akta.pro rank

Product category

Wine Production

NAICS

Wineries (312130), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• California wine production
• Sustainable winemaking
• Direct-to-consumer wine
• Wine retail distribution
• Wine bundle collections

Headquarters

HQ city

San Francisco

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, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct Wine Sales: STEL+MAR generates revenue through direct sales of wine bottles to consumers via its Shopify e-commerce storefront. Individual bottles are priced at $19.99, with bundle collections offered at discounted rates ($108 for 6-bottle Full Collection vs. $120 regular price). All orders are fulfilled by licensed retailers in BevStack's network.
2. Retail Distribution Sales: STEL+MAR wines are sold through major national retail chains including Trader Joe's, Kroger, Safeway, Cost Plus World Market, Ralphs, Albertsons, Quality Food Centers, and Fred Meyer. The company maintains a 'Find Us' store locator page and a distributor assets portal, indicating wholesale distribution to retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels5 records

Core offering

STEL+MAR produces and sells a portfolio of six California wines — Cabernet Sauvignon, Chardonnay, Pinot Noir, Red Blend, Rosé, and Sauvignon Blanc — sourced from sustainably certified vineyards along the Pacific coast (Sonoma, Lodi, Mendocino). All varietals are priced at $19.99 per 750ml bottle and are also offered as curated 6-bottle bundles (The Full Collection, The Summer Collection) at $108. The brand sells direct-to-consumer via its Shopify e-commerce storefront and through national grocery retailers.

Product overview

STEL+MAR is a majority woman-owned (74%), family-run California wine brand founded in 2021, producing award-winning wines from sustainably certified vineyards along the Pacific coast. The core portfolio consists of six individual varietal wines — Cabernet Sauvignon, Chardonnay, Pinot Noir, Red Blend, Rosé, and Sauvignon Blanc — all priced at $19.99 per 750mL bottle. These are complemented by two curated bundle products: The Full Collection (a six-bottle assortment of all varietals at $108) and The Summer Collection (a three-varietal seasonal bundle at a reduced price). All wines carry 90+ ratings, Award of Excellence badges, Best Buy recognition, and have been recognized as a 'Label to Watch' by Wine Enthusiast and poured at Michelin-starred tables. The brand is Certifed California Sustainable Winery (CCSW) and is distributed through retailers including Trader Joe's, Kroger, Safeway, Cost Plus World Market, and Albertsons.

Differentiator

Problem solved

Functional benefit

Products and services

• Cabernet Sauvignon A California Cabernet Sauvignon (100% Cabernet Sauvignon, 13.7% ABV) sourced from the Central and North Coast, featuring vibrant black currant flavors with subtle vanilla undertones and soft tannins. Fermented in traditional redwood tanks and aged six months in American oak. Awarded Wine Spectator Award of Excellence. Priced at $19.99 per 750ml bottle.
• Chardonnay A coastal-style California Chardonnay (100% Chardonnay, 13.5% ABV) inspired by Chablis, sourced from California's Central and North Coast. Bright, crisp, and mineral-driven with green apple, lemon zest, and white peach notes, partially oak-aged for vanilla and toasted almond. Awarded Wine Spectator Award of Excellence. Priced at $19.99 per 750ml bottle.
• Pinot Noir A California Pinot Noir (100% Pinot Noir, 13.6% ABV) sourced from the Central and North Coast, bright and silky with wild strawberry, cherry cola, and vanilla notes. Light oak adds warmth and subtle spice. Light-bodied, smooth, with fine tannins and vibrant acidity. Priced at $19.99 per 750ml bottle.
• Red Blend A bold California red blend (13.8% ABV) from the Central and North Coasts, composed of 50% Cabernet Sauvignon, 40% Syrah, and 10% Petit Verdot. Blackberry, plum, and cherry cola lead, with vanilla, mocha, and warm spice from oak aging. Awarded Wine Spectator Award of Excellence. Priced at $19.99 per 750ml bottle.
• Rosé A dry California Rosé (12.7% ABV) composed of 34% Barbera, 33% Syrah, and 33% Petite Sirah. Bright, juicy, and playful with strawberry, watermelon, pink grapefruit, and rose petal notes. Only 1g sugar. Awarded Wine Spectator Award of Excellence. Priced at $19.99 per 750ml bottle.
• Sauvignon Blanc A modern California Sauvignon Blanc (100% Sauvignon Blanc, 12% ABV) sourced from the Central and North Coast, made for sunshine, seafood, and chilled glasses. Zesty and ultra-refreshing with lime, grapefruit, green apple, fresh herbs, and sea spray. Low sugar, bright minerality, crisp finish. Awarded Wine Spectator Award of Excellence. Priced at $19.99 per 750ml bottle.
• The Full Collection A curated six-bottle bundle containing one bottle each of Cabernet Sauvignon, Red Blend, Pinot Noir, Sauvignon Blanc, Chardonnay, and Rosé. Awarded a 90-point rating. Priced at $108 on sale (reduced from $120 regular price).
• The Summer Collection A seasonal curated bundle of six bottles: two Sauvignon Blanc, two Chardonnay, and two Rosé. Designed for warm-weather drinking. Priced at $108 on sale (reduced from $120 regular price).

Quantifiable outcome

• 90+ ratings received across multiple wines
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• National Park TrustminorOthersSTEL+MAR donates a portion of every sale to the National Park Trust, a non-profit dedicated to protecting and preserving national parks and public lands. This is a charitable giving partnership aligned with the company's sustainability values.
• Stephanie ChengcoreStrategic or Co-development PartnerStephanie Cheng, a Toronto-based freelance designer, illustrator, and screen printer, creates original artwork featured on every STEL+MAR bottle label. Her human-form inspired designs with strong colors and negative space are a key brand differentiator. She has previously worked on band posters for Goldenvoice and Live Nation, and illustrated for Radiohead, Lizzo, and Childish Gambino.
• Philip Zorn (Winemaker)coreOthersPhilip Zorn is the winemaker behind STEL+MAR. He previously worked at Sunny St. Helena Winery, Gauer Estate in Sonoma, Mountain View Vintners, and Paraiso Springs in Monterey. In 2000, he established his own Waterstone brand, which he sold in 2017 before joining STEL+MAR. His philosophy is to let the vineyard speak for the wines without interference.
• BevStackcoreOthersBevStack is the fulfillment partner for STEL+MAR's e-commerce orders. All orders placed on stelandmar.com are fulfilled by licensed retailers in BevStack's network. The company manages compliance with alcohol beverage laws, age verification, and order fulfillment logistics.
• ShopifycoreTechnology or IntegrationSTEL+MAR's e-commerce storefront is built and hosted on Shopify's platform. Shopify enables the online shopping experience, manages product listings, shopping cart, customer accounts, and payment processing.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Meiomi: California coastal wine brand with flagship Pinot Noir and broad varietal portfolio priced in the $18–$25 band, distributed nationally through grocery and on-premise. Highly comparable to STEL+MAR on California sourcing, mid-premium price point, and multi-channel retail strategy.
• Dark Horse Wines: Value-positioned California wine brand with multiple varietals widely distributed through grocery retailers. Comparable to STEL+MAR on accessible single-digit-to-low-teens pricing, grocery-led distribution, and broad varietal SKU strategy.
• The Prisoner Wine Company: Premium California wine brand known for distinctive label design and broad national retail distribution, including red blends and Cabernet-led varietals at accessible price points. Directly comparable to STEL+MAR on branding-led positioning, retail footprint, and California-sourced portfolio.
• Bonterra Organic Vineyards: California organic/sustainably-farmed wine brand with broad varietal portfolio and national retail presence. Comparable to STEL+MAR on sustainability credentials (CCSW vs organic) and the use of ESG positioning to compete in the mid-premium grocery shelf set.
• Josh Cellars: Value-positioned California wine brand with broad varietal lineup (Cabernet, Chardonnay, Sauvignon Blanc, Pinot Noir) sold across major grocery chains at $12–$18. Comparable to STEL+MAR on the accessible price, national grocery distribution, and full-varietal portfolio approach.
• Decoy: Duckhorn Vineyards' value-tier California wine brand with Cabernet, Chardonnay, Pinot Noir, Sauvignon Blanc, and Rosé at $20–$25, distributed nationally. Closely mirrors STEL+MAR's premium-but-accessible positioning, varietal breadth, and retail-driven model.
• Rodney Strong Vineyards: Family-owned Sonoma County winery producing sustainably-farmed Cabernet, Chardonnay, Pinot Noir, and Sauvignon Blanc at mid-premium price points with broad national retail distribution. Comparable to STEL+MAR on California sourcing, family-ownership identity, sustainability positioning, and grocery-led distribution model.
• Bogle Vineyards: Family-run California winery producing mainstream-priced Chardonnay, Cabernet, Sauvignon Blanc, Pinot Noir, and Rosé distributed nationally through grocery chains. Comparable to STEL+MAR on California sourcing, family-ownership identity, broad varietal coverage, and grocery-led distribution.
• Caymus Vineyards: Iconic California Cabernet Sauvignon producer with sustained critical acclaim and national distribution. Comparable to STEL+MAR on California sourcing, Cabernet-led portfolio, and emphasis on critical recognition as a brand driver.

Broad incumbents

• Francis Ford Coppola Winery: Established California wine producer with broad varietal portfolio, national retail distribution, and direct-to-consumer channels. Comparable to STEL+MAR on California wine production at accessible prices and multi-channel retail and DTC strategy, but operates at significantly larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/stelandmar
• LinkedInlinkedin.com/company/stel-mar

Compliance1 record

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 STEL+MAR