Museion Inc.

What Museion Inc. does

Museion Inc. (DBA Museion Napa) is a family-owned winery and custom crush facility headquartered at 865 Silverado Trail N in Calistoga, Napa Valley. Founded in 2020 by the Hernández family (currently operated by Jorge Jr. and Marcela Hernández), the company operates from a 125,000 square-foot multi-building property that includes the historic former Calistoga Mineral Water Company building. The business runs two primary lines: direct-to-consumer wine production and B2B custom crush services for third-party wineries and winemakers. Branded wines include a Rosé of Pinot Noir from Carneros, a stainless-steel Sauvignon Blanc from St. Helena, a Spanish-style sweet vermouth called Vermuse (Syrah-based, 13 botanicals), and a Charbono/Grenache from Lake County, with total production volumes in the low hundreds of cases per vintage.

The custom crush operation is built around a state-of-the-art equipment stack — 32-inch WECO optical sorters with four Chromax HD cameras, Vinwizard remote tank monitoring with temperature and auto-pumpover control, InnoVint cloud-based inventory and work order management, and a 3-to-14 ton tank range that accommodates small-lot boutique to mid-scale production. The Alternating Proprietors (AP) program hosts external winemakers who produce wines at the facility and plan to use the upcoming Tasting Salon for consumer showcases; Portico is a dedicated boutique winemaking space stewarded by named winemakers (Eric Wright, Juan Alfaro, Marina Tacconi). Beyond production, Museion is developing the Temple of the Muses, a multi-experiential destination on the same property that will combine restaurants, art and wine tasting rooms, a speakeasy, and an exclusive family brand called Ezeta.

Revenue is generated through four streams: DTC wine sales (one-time purchases), custom crush packages (multi-year contracts priced per lot with aging programs of up to 20 months for whites and 22 months for reds), recurring barrel and storage services ($18–$50/barrel/month), and AP/managed services. The company is privately held, family-owned, has no disclosed institutional funding, and sources associated revenue and capex details are not publicly available. The customer base spans Napa Valley boutique wineries, established/iconic wineries, DTC wine consumers, and wine-tourism experience seekers.

Name

Museion Inc.

Legal name

Museion Napa

Website

https://museionnapa.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Museion Napa is a family-owned winery and custom crush facility in Calistoga, Napa Valley, producing small-lot wines and providing full-service winemaking, storage, and Alternating Proprietors hosting for boutique and established wineries.

Ownership category

akta.pro rank

Product category

Custom Crush Winemaking Services

NAICS

Wineries (312130), Drinking Places (Alcoholic Beverages) (722410)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Urban Wineries (No/Minimal Vineyard) (THAFALAF), Wine Bars (CRANACAE)

Keywords

• Custom crush winemaking
• Estate winery production
• Barrel storage services
• Alternating proprietors program
• Napa Valley wines

Headquarters

HQ city

Calistoga

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine Product Sales: Direct-to-consumer sales of Museion branded wines including Rosé, Sauvignon Blanc, Vermuse (vermouth), and Charbono/Grenache.
2. Custom Crush Services: Full-suite cellar and production services for white and red winemaking, including fruit receiving, fermentation, aging, storage, and bottling support. Pricing varies by service tier and barrel aging duration (up to 20-22 months).
3. Barrel and Storage Services: Storage of full barrels ($21/barrel/month), empty barrels ($18/barrel/month), and non-standard vessels ($50/barrel/month). Additional services include washing, steaming, stirring, and rehydration.
4. Alternating Proprietors Program: AP hosting opportunities where winemakers produce wines at Museion facilities and access the Tasting Salon for showcasing their wines.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Museion produces small-lot wines (Rosé, Sauvignon Blanc, Vermuse vermouth, and Charbono/Grenache) sold direct-to-consumer, and operates a state-of-the-art 125,000 sq ft custom crush winery in Calistoga, Napa Valley offering full-suite cellar, fermentation, aging, barrel storage, and bottling services to boutique and established winemakers through its Custom Crush, Alternating Proprietors, and Portico programs.

Product overview

Museion Inc. is a family-owned estate winery and custom crush facility in Calistoga, Napa Valley. The company operates as both a wine producer and a service provider. As a wine producer, Museion offers a portfolio of wines including ROSÉ (Pinot Noir from Carneros), SAUVIGNON BLANC (2023 vintage from St. Helena), VERMUSE (Syrah-based sweet vermouth with 13 botanicals), and GRENACHE/CHARBONO (2022 vintage from Lake County). As a service provider, Museion offers custom crush winemaking services, an Alternating Proprietor (AP) program, Portico (boutique winemaking space), barrel storage, bottling/filtration services, and a future tasting salon. The facility spans 125,000 square feet and is being developed into a multi-experiential destination featuring restaurants, art experiences, and tasting rooms.

Differentiator

Problem solved

Functional benefit

Brands

• Ezeta: Exclusive family brand showcased alongside Museion wines in the planned Temple of Muses tasting rooms.

Products and services

• Rosé of Pinot Noir Rosé of Pinot Noir from the Carneros region of Napa Valley, crafted in the tradition of French Provence rosés with a light peach hue, passionfruit nose, and notes of pineapple, lychee, alpine strawberries, and Bing cherries; sold direct to wine consumers.
• Sauvignon Blanc 2023 Sauvignon Blanc crafted entirely in stainless steel from grapes grown near the Hernández family's 140-year-old olive grove in St. Helena AVA; gently whole-cluster pressed, bright, vibrant, and light-bodied with crisp acidity; sold direct to wine consumers.
• Vermuse (Spanish-style sweet vermouth) Spanish-style sweet vermouth (Demi-sec) made from Syrah grapes sourced near the Calistoga tasting salon and infused with 13 botanicals including rose petals, vanilla bean, orange peel, coriander seed, wormwood, angelica root, orris root, and gentian root; sold direct to consumers.
• Charbono / Grenache (Harvest Series) 2022 Grenache from grapes grown at 2,000 feet elevation in Lake County AVA, featuring clones 513, 362, and 3, aged 9 months in French oak (25% new, 75% neutral); limited to 25 cases and sold direct to consumers.
• Custom Crush Winemaking Services State-of-the-art custom crush offering for boutique wineries and winemakers, covering fruit receiving, processing, optical sorting, fermentation, aging, cold stabilization, and storage; offered as comprehensive white wine (up to 20 months aging) and red wine (up to 22 months aging) packages.
• Alternating Proprietor (AP) Program Hosting program for established and emerging winemakers to produce wines at Museion's 125,000 sq ft facility, with access to custom crush space, production support, and the Tasting Salon for showcasing wines to consumers and collectors.
• Portico Boutique Winemaking Space Specialized winemaking space dedicated to boutique, small-lot hand-crafted wines, named from the Greek word meaning 'entrance to the temple'; operated under guidance of winemakers Eric Wright, Juan Alfaro, Marina Tacconi, and the cellar team.
• Barrel & Storage Services Storage services for full barrels ($21/barrel/month), empty barrels ($18/barrel/month), and non-standard vessels ($50/barrel/month), including toppings, SO2 addition, washing, ozone treatment, steaming, and rehydration.
• Bottling & Filtration Services Bottling and filtration services offered on a case-by-case basis to wineries and winemakers producing wine at the facility; pricing and scheduling provided upon contact.

Quantifiable outcome

• Custom crush capacity for multiple production scales from small-lot boutique to large-scale operations
• +1 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

Four partnerships are on record, tiered core and minor.

• Portico Winemakers (Eric Wright, Juan Alfaro, Marina Tacconi)coreStrategic or Co-development PartnerPortico is a specialized winemaking space dedicated to boutique winemakers, created under expert guidance of winemakers Eric Wright, Juan Alfaro, Marina Tacconi, and the cellar team. The facility ensures meticulous management of small-lot, hand-crafted wines from grape to bottle.
• Alternating Proprietors (Various Napa Valley Winemakers)coreStrategic or Co-development PartnerAP program hosts established and emerging winemakers who trust Museion with their craft. The program provides state-of-the-art custom crush space along with access to the Tasting Salon for showcasing wines to consumers and collectors.
• Greystone VineyardminorStrategic or Co-development PartnerSource of Sauvignon Blanc grapes from historic vines near the Hernández family's 140-year-old olive grove in St. Helena Valley floor, Napa Valley.
• Carneros AVA VineyardsminorStrategic or Co-development PartnerSource of Pinot Noir grapes for Museion Rosé from the Carneros region, celebrated for its distinctive terroir shaped by cooling influence of San Pablo Bay.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cornerstone Cellars: Cornerstone Cellars operates a Napa Valley tasting room and custom crush program offering winemaking services to boutique labels, directly comparable to Museion's Portico space and AP hosting model.
• Trefethen Family Vineyards: Trefethen operates a Napa Valley winery with a custom crush and contract winemaking component alongside estate production, very similar to Museion's dual wine producer / custom crush model in Calistoga/Oak Knoll.
• Saintsbury: Saintsbury is a Napa Carneros-area winery that has historically offered custom crush services for other producers in addition to its own Pinot Noir and Chardonnay — overlapping with Museion's AP program and Carneros-sourced Rosé.
• Brasswood Estate Winery: Brasswood is a Napa Valley (St. Helena) estate with custom crush capabilities, on-site dining, and a wine-and-art hospitality concept — closely paralleling Museion's combined production + multi-experiential destination strategy.

Broad incumbents

• Stags' Leap Winery: Stags' Leap is a historic Napa Valley estate with premium wine production, hospitality, and property-based experiential offerings — comparable to Museion's location-anchored (former Calistoga Mineral Water building) heritage positioning.
• Robert Mondavi Winery: Robert Mondavi Winery is an iconic Napa Valley producer with estate wines, large-scale hospitality, and a long history of showcasing Napa winemakers — comparable to Museion's AP program and Tasting Salon curation model.
• Cakebread Cellars: Cakebread is a well-known Napa Valley family-owned winery with estate production, custom winemaking services, and a culinary-focused tasting experience — comparable to Museion's family ownership and custom crush + hospitality model.
• Domaine Carneros: Domaine Carneros is an established Napa sparkling wine producer with a château-style tasting destination featuring food, gardens, and art — a leading example of the wine + hospitality + experience model Museion is pursuing with the Temple of Muses.

Emerging players

• Cliff Lede Vineyards: Cliff Lede / Cliff Family operates estate vineyards, custom crush services, and a hospitality/retail concept in St. Helena — directly comparable to Museion's combined production, custom crush, and Tasting Salon strategy.
• Tank Garage Winery: Tank Garage is a Napa Valley urban winery and craft producer with a strong experiential brand identity, small-lot wines, and tasting-room-driven DTC sales — comparable to Museion's small-lot, story-driven, minimal-vineyard approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/museion-napa

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Museion Inc.