Provignage

What Provignage does

Provignage is a privately held, founder-led wine industry management consultancy that operates as an outsourced or fractional COO for boutique wineries. Headquartered at 1712 Industrial Way in Lompoc, California, the company works with a roster of five client wineries: Domaine de la Côte and Piedrasassi in California's Sta. Rita Hills, Sandhi in Sta. Rita Hills, Evening Land Vineyards in Oregon's Eola-Amity Hills, and William Hines & Family. Founded and led by CEO Sashi Moorman — who is also managing partner at Domaine de la Côte, Sandhi Wines, and Evening Land Vineyards and co-manages Piedrasassi — Provignage aligns sales, marketing, operations, public relations, and long-term strategic planning with each client's vineyards, wines, and brand mission. COO Jennifer Gill, who joined after meeting Moorman and Rajat Parr at Terroir Capital, brings an MBA and cross-functional experience from financial services and wine distribution.

The company has no proprietary technology platform; it is a services business built on human expertise. Its product surface consists of five managed client wineries rather than a unified software offering. Functional capabilities span DTC sales and hospitality (wine clubs, tasting rooms, e-commerce), national and regional trade sales (distribution to restaurants, retailers, and distributors), winemaking and cellar operations, marketing and brand management, and finance/controller functions. The team of roughly 22 people includes a cellar team (Director of Winery Operations, Managing Winemaker California, Head of Winemaking & Viticulture for Evening Land, Associate Winemaker, Assistant Winemaker & Vineyard Liaison, Estate Vineyard Manager, Vineyard Supervisor), a sales and marketing team (Director of DTC Sales & Hospitality, National Sales Manager, Western Regional Trade Sales Manager, Director of Marketing, Brand Managers, Senior Designer, DTC Sales & Hospitality Managers, Client Experience Manager), and a Controller.

Provignage makes money through professional services fees tied to managing and operating its client wineries, supplemented by an indirect revenue stream through its leadership's equity/partnership stakes in those wineries. The go-to-market is sales-led and relationship-driven, with a primary customer segment of winery businesses needing experienced COO-level management. Distribution spans regional DTC (Sta. Rita Hills and Eola-Amity Hills tasting rooms and wine clubs) and a single-country/domestic trade channel covering the US. Partnerships with White Buffalo Land Trust, Cosecha Farming, The Educated Grape, and Vanessa Yap-Einbund Studio extend the company's reach into conservation, organic farming, wine education, and design. There is no disclosed venture or institutional capital, no parent company, and no subsidiaries; ownership appears to remain with founder-management.

Name

Provignage

Legal name

Provignage

Website

https://provignage.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Provignage is a privately held wine industry management consultancy that acts as an outsourced COO for five boutique wineries across California's Sta. Rita Hills and Oregon's Willamette Valley / Eola-Amity Hills.

Ownership category

akta.pro rank

Product category

Winery Management Consulting

NAICS

Wineries (312130), Wineries (31213), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Winery management services
• Wine industry consulting
• Outsourced COO services
• Vineyard operations management
• Wine brand management

Headquarters

HQ city

Lompoc

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Winery Management & Operations Services: Provignage provides outsourced COO services to winery businesses, managing sales, marketing, operations, PR, and long-term strategic goals. The company connects these functions to the vineyards, wines, and brand mission.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Provignage functions as an outsourced COO and management partner for boutique winery businesses, aligning sales, marketing, operations, public relations, and long-term strategic goals with each client's vineyard, wine production, and brand mission. The firm manages a portfolio of five California and Oregon wineries (Domaine de la Côte, Sandhi, Evening Land Vineyards, Piedrasassi, and William Hines & Family), handling direct-to-consumer hospitality, wine club operations, national and regional trade sales, winemaking direction, and brand storytelling.

Product overview

Provignage is a wine industry management and consulting company that serves as a fractional COO for wineries. Rather than a unified software product, Provignage provides collaborative management services across sales, marketing, operations, public relations, and strategic goals. The company manages and consults for five client wineries: Domaine de la Côte and Piedrasassi in California's Sta. Rita Hills, Sandhi in Sta. Rita Hills, Evening Land Vineyards in Oregon's Eola-Amity Hills, and William Hines & Family. The company connects winery teams to their core mission of cultivating quality wines and brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Domaine de la Côte A managed client winery featuring organically farmed vineyards in the far western Sta. Rita Hills producing Burgundian-style wines with a philosophy of 'add nothing; take nothing away,' located three miles from the Pacific Ocean in Lompoc, California.
• Sandhi A managed client winery producing classical Chardonnay and Pinot Noir from select vineyards in the Sta. Rita Hills, with the mission to change perceptions of California wines and demonstrate the region's terroir.
• Evening Land Vineyards Managed Oregon winery producing acclaimed Pinot Noir and Chardonnay from the Seven Springs Estate Vineyard on the eastern slopes of the Eola-Amity Hills.
• Piedrasassi Managed client winery founded in 2003 by Sashi Moorman that cultivates and vinifies Syrah wines organized by appellation, with specific lieu-dit called out on labels, influenced by Northern Rhône viticultural heritage and the Central Coast pioneering ethos.
• William Hines & Family A managed family estate winery client producing wines from their estate vineyard.

Quantifiable outcome

• Achieve financial and creative goals while fostering esprit de corps among stakeholders

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• White Buffalo Land TrustcoreStrategic or Co-development Partner · 1 January 2021Non-profit organization dedicated to land conservation through holistic agricultural practices. Since 2021 harvest, Provignage has partnered with White Buffalo Land Trust which oversees Jalama Canyon Ranch, 1000 acres of oak woodland near Highway 1 and the Pacific Ocean. Projects include watershed restoration, biodiversity enhancement, and orchard rehabilitation. Two years ago, Provignage decided to purchase the entire five-acre crop of Pinot Noir and Chardonnay grapes from the property, with full proceeds of wine sales going back to White Buffalo Land Trust. 2023 marked their third harvest together.
• Cosecha FarmingcoreStrategic or Co-development PartnerChris King has spent his entire working career in the wine industry, originally trained as a winemaker in California, Italy and Australia before finding his calling in farming vineyards. Cosecha Farming is dedicated to organic practices and cultivating rich biodiversity and biomass of microbiology to maintain healthy and balanced vineyards. Sashi Moorman and Chris King have been working together for more than 10 years. Provignage is proud to be collaborating with Chris and his farming company at Domaine de la Côte.
• The Educated GrapeminorGTM or Marketing PartnerDynamic wine education and consulting company created by wine industry veteran George Staikos. Devoted to enhancing wine and food appreciation of passionate enthusiasts and growing the business of family-owned, hand-crafted wineries.
• Vanessa Yap-Einbund StudiominorGTM or Marketing PartnerA tiny design studio based in Potrero Flats, San Francisco, creating identities and work across a wide range of disciplines, from print to art direction to book design, website design and packaging.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crimson Wine Group: Public holding company that owns and operates a portfolio of premium boutique wineries across California, Oregon, and Washington. Comparable to Provignage as a multi-brand fine-wine operator with shared sales, marketing, and operational infrastructure across estates.
• Boisset Collection: Family-owned French and California wine group with a portfolio of boutique estates and Burgundy-focused brands. Comparable to Provignage for its emphasis on terroir-driven, Burgundian-style wines and integrated DTC hospitality across multiple estates.
• Vintage Wine Estates: Multi-brand wine producer and marketer with a portfolio of premium and luxury wineries and branded wines. Comparable to Provignage because it consolidates production, DTC, and national sales across multiple acquired and partner brands.
• Jackson Family Wines: Large private, family-owned wine company with a portfolio of premium estates across California, Oregon, and international regions. Comparable to Provignage as a multi-estate operator with shared operational and marketing infrastructure across distinct luxury brands.
• Foley Family Wines: Privately held multi-brand wine company producing premium wines across California, Oregon, and Washington. Comparable to Provignage as a multi-estate operator with shared winemaking, sales, and hospitality resources across a portfolio of distinct brands.
• Duckhorn Portfolio: Premium wine portfolio company operating luxury and fine-wine brands across Napa, Sonoma, and beyond. Comparable to Provignage in operating multiple high-end wine brands with national distribution and DTC channels.

Broad incumbents

• Constellation Brands: Global beverage alcohol conglomerate with major fine-wine, beer, and spirits portfolios. A broader incumbent that competes for the same premium on-premise and DTC channels as Provignage's portfolio brands.
• Treasury Wine Estates: Global multi-brand wine company with premium portfolios in the Americas, Australia, and Europe. Relevant broader incumbent for distribution, hospitality, and DTC patterns that Provignage's portfolio brands compete against.
• E. & J. Gallo Winery: Largest family-owned wine producer in the world with a vast portfolio spanning value, premium, and luxury tiers. Relevant broader incumbent with overlapping multi-brand wine operations, though materially larger and more diversified than Provignage.
• The Wine Group: One of the largest private wine producers in the US with a broad portfolio of brands across multiple price points. Adjacent to Provignage as a multi-brand wine operator, though its scale and value-tier positioning differentiate it from a boutique, fractional-COO model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/provignage
• Xx.com/provignage
• Facebookfacebook.com/Provignage-61550927874435
• LinkedInlinkedin.com/company/provignage

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Provignage