CARRERA WINE CELLAR, INC

What CARRERA WINE CELLAR, INC does

Carrera Wine Cellar, Inc. is a privately held, single-location wine retail and experiential business operating from 35 San Marco Avenue in St. Augustine, Florida. Founded approximately in 2015 by Jessica Stern-Harrison and a group of family-and-friends partners after completing a 10-month wine education program with Certified Sommelier Tony Porcellini, the company runs a brick-and-mortar wine cellar offering five interconnected product lines: a curated retail shop of 300+ wines including a Reserve Room for rare finds; "Sip" tasting experiences using Enomatic wine sampling machines and wine flights; "Learn" wine education classes covering pairing, blending, and tasting (also offered as B2B employee training); a two-tier Wine Club (Classic at $100/year and Premium at $150/year) that provides recurring revenue through annual memberships with monthly flight credits, discounts, and Enomatic cards; and themed private event packages (Classic, Boozie Brunch, W-I-N-G-O, Vino VIP). Hours are Wednesday–Saturday 12PM–8PM and Sunday 12PM–5PM, with the venue closed Mondays and Tuesdays. Headcount is reported at 1–10 employees, including General Manager Jessica Stern-Harrison and Wine Consultant Joe Ziller, and the company is bootstrapped with no disclosed institutional investment, parent entity, or funding rounds.

The business operates a multi-channel marketing presence spanning Facebook, Twitter, Instagram, Pinterest, YouTube, Vimeo, LinkedIn, Yelp, and TripAdvisor, supplemented by email newsletters and community involvement with the St. Augustine Spanish Food & Wine Festival. Revenue derives from four mechanics: one-time retail and tasting purchases, recurring annual wine club dues, per-event private bookings, and one-time class fees. The company has earned local recognition as "Best of St. Augustine Wine Store" and self-attests WCAG 2.0 AA accessibility compliance on its website. There is no evidence of e-commerce shipping, multi-location expansion, public listing, or institutional capital; the addressable footprint is regional (Florida) and the customer base is structurally a long-tail of walk-in consumers, tourists, private event bookers, and individual wine club members.

Underlying technology is intentionally non-technical: the only named proprietary element is the Enomatic wine dispenser used for self-service by-the-glass sampling, supplemented by a standard CMS-based website with login/account functionality and third-party social/review listings. The company has no disclosed APIs, SDKs, mobile applications, AI/ML capabilities, patents, trademarks, or regulatory actions. Operationally, the firm is positioned as a family-and-friends partnership rather than a venture-backed or PE-backed entity, which constrains both capital intensity and scalability potential.

Name

CARRERA WINE CELLAR, INC

Legal name

Carrera Wine Cellar, Inc.

Website

https://carrerawinecellar.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Carrera Wine Cellar is a privately held, single-location wine retailer and tasting bar in St. Augustine, Florida, offering 300+ curated wines, Enomatic self-serve tastings, wine education classes, a two-tier wine club, and themed private event packages to local consumers, tourists, and hospitality businesses.

Ownership category

akta.pro rank

Product category

Wine Retail & Tasting Services

NAICS

Beer, Wine, and Liquor Retailers (445320), Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Bars (THAFAEAF)

Keywords

• Wine retail sales
• Wine tasting experiences
• Wine education classes
• Wine club membership
• Private wine events

Headquarters

HQ city

Saint Augustine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine Retail Sales: Retail sales of curated wines from a selection of over 300 wines. Includes in-store bottle purchases and sit-and-sip bottle purchases at the tasting room.
2. Wine Club Membership: Annual membership dues from two tiers - Classic ($100/year) and Premium ($150/year). Generates recurring subscription revenue with member benefits including discounts, credits, and exclusive experiences.
3. Wine Tasting Services: Wine flights, Enomatic wine sampling, and guided tasting experiences. Members receive free wine flights monthly as part of their wine club benefits.
4. Wine Education Classes: On-site wine education classes including food pairing, wine blending, and general wine knowledge. Classes feature wine tastings and uncomplicated instruction. Wine club members receive credits and discounts on classes.
5. Private Event Packages: Bookable party packages including Classic, Boozie Brunch, W-I-N-G-O, and Vino VIP experiences. Packages include wine selections, food pairings, and event duration. Also offers private classes/events for special occasions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Carrera Wine Cellar is a brick-and-mortar wine shop and tasting room in St. Augustine, FL that retails a curated selection of 300+ wines, offers on-site wine tasting experiences via Enomatic dispensing machines and wine flights, hosts wine education classes, operates a two-tier Wine Club membership program, and books private events such as parties, brunches, and themed gatherings.

Product overview

Carrera Wine Cellar is a wine retail and education business in St. Augustine, Florida offering a unified experience across five interconnected offerings: a curated wine shop with 300+ wines including a Reserve Room for rare finds; Sip experiences using Enomatic wine sampling machines and wine flights; Learn wine education classes for customers and employee training for businesses; a Wine Club membership program with Classic and Premium tiers providing recurring benefits; and Event Packages for private gatherings including tastings and themed parties. The business operates as a brick-and-mortar wine cellar with e-commerce capabilities, providing both retail sales and experiential services.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Shop A retail wine shop featuring a curated collection of over 300 wines from celebrated regions and emerging terroirs worldwide, including a Reserve Room for rare finds and specialty retail merchandise, serving individual wine enthusiasts and local customers in St. Augustine, FL.
• Sip Experience Wine tasting experiences featuring wine flights and the Enomatic wine sampling machine, allowing customers to taste a variety of wines before purchasing, serving walk-in customers and wine club members.
• Wine Education Classes Wine education offerings including on-site classes, employee training for businesses, and private classes/events covering wine pairing, blending, and tasting, serving individual consumers and hospitality businesses.
• Wine Club A two-tier membership program: Classic Level ($100/year) offering free wine flights, credits, and discounts on classes and purchases; and Premium Level ($150/year) with enhanced benefits including free guest passes to wine classes, serving repeat customers seeking discounts and exclusive experiences.
• Event Packages Private event hosting with four package options: Classic (1.5 hours with Sangria/Bubbles and Charcuterie), Boozie Brunch (Bubbles & Juice Bar with cheeseboard and muffins), W-I-N-G-O (1.5 hours of Bingo with Mimosas and prizes), and Vino VIP (2 hours with Bordeaux or Rose blending class or Cupcake & Bubbles), serving individuals and groups hosting private events.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• BevMo!: Multi-state alcohol specialty retailer with deep wine assortment and a loyalty program — represents the scaled specialty-retail benchmark for Carrera's curated-retail proposition.
• Wine.com: Largest U.S. online wine retailer with broad selection and a WineClub subscription — a direct competitor to Carrera's wine club on convenience and breadth.
• Total Wine & More: Largest U.S. wine/beer/spirits specialty retailer offering very broad selection at competitive prices — the dominant off-premise competitor Carrera must differentiate against on selection depth and experience.
• Vintage Wine Estates: Multi-brand wine producer with tasting rooms, retail, and wine club — illustrates how a curated retail + tasting + club model scales and the M&A angle such a concept could attract.
• Fleming's Prime Steakhouse & Wine Bar: National upscale restaurant chain running a 100-wine club and frequent wine events — a comparable recurring membership and experiential programming model at scale.

Direct peers

• Cooper's Hawk Winery & Restaurants: Winery-restaurant hybrid with a tiered wine club, retail wine sales, tasting flights, and private events — a scaled, multi-unit analogue of Carrera's combined retail + wine club + experience model.
• Wine Bar George: Boutique wine bar featuring curated wine flights, retail bottles to-go, and wine education programming — closely mirrors Carrera's shop + sip + learn offering in a tourism-adjacent setting.

Others

• Flagler College Hospitality & Tourism Management Program: Local hospitality-education partner supported through the Spanish Food & Wine Festival; relevant as an ecosystem connection for student-staffed events, internships, and B2B training pipelines.

Emerging players

• Uncorked Wine Bar: Independent boutique wine bar concept offering flights, retail bottles, classes, and private events — a smaller-scale, single-city analogue of Carrera's experiential wine concept.

Regional players

• The Wine Shop (Independent): Independently owned neighborhood wine shop with curated bottles and tastings — operates in a different region but competes on the same boutique-retail-and-experience value proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/carrerawinecellar/?locale=tl_PH
• Instagraminstagram.com/carrerawinecellar/?hl=en
• LinkedInlinkedin.com/company/carrera-wine-cellar-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 CARRERA WINE CELLAR, INC