crush2cellar
Crush2Cellar is a privately held, bootstrapped winemaking supply retailer in Newberg, Oregon, serving commercial wineries and hobbyist winemakers in the Willamette Valley and Pacific Northwest via a dual e-commerce and physical retail channel, distributing ScottLab, Pall, and Seitz products.
- Company typePrivate
- Founded-
- HeadquartersNewberg, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What crush2cellar does
Crush2Cellar is a privately held, founder-owned retailer of winemaking supplies headquartered in Newberg, Oregon, in the heart of the Willamette Valley wine region. Founded in the early 1990s by Terry Sherwood (now retired), the company operates a dual-channel distribution model combining a 24/7 e-commerce storefront with a physical retail location at 214 W Hancock St., co-located with ETS Laboratories, a leading ISO-accredited wine analytical testing service. Its geographic focus is the Willamette Valley and broader Pacific Northwest, serving commercial wineries, hobbyist/home winemakers, and wine producers. The company has no institutional investment, no funding rounds, and operates as a bootstrapped micro-business with a named team of approximately four personnel (office manager/bookkeeper, warehouse manager, customer service representative, plus the retired founder).
The product catalog aggregates offerings from multiple manufacturers including ScottLab, Pall, and Seitz, spanning the full winemaking workflow: winery equipment (pumps, tanks, bottling equipment), fermentation products (yeast, enzymes, malolactic bacteria, nutrients), cellaring supplies, filtration media (cartridge and lenticular modules), bottling supplies (corks, closures, capsules), wine analysis laboratory chemicals and reagents, cleaning and sanitizing agents, and fittings/hardware. Pricing follows per-unit product sales with no subscription or SaaS model; example filtration products range from $88 to $532. Revenue is generated entirely through one-time product sales via e-commerce and in-store transactions.
Customer acquisition and retention rely on community engagement through hosted webinars, in-person events (e.g., 'Preserving Freshness and Identity in Modern Winemaking'), an email newsletter, and a published winemaker resources section including harvest checklists and protocols. A temporary sourcing surcharge was introduced in March 2026 to offset supply-chain cost pressures, and an anniversary brand refresh in April 2025 marked the company's 30+ year operating milestone.
crush2cellar firmographics
Firmographics- Name
- crush2cellar
- Legal name
- Crush2Cellar
- Website
- https://crush2cellar.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Crush2Cellar is a privately held, bootstrapped winemaking supply retailer in Newberg, Oregon, serving commercial wineries and hobbyist winemakers in the Willamette Valley and Pacific Northwest via a dual e-commerce and physical retail channel, distributing ScottLab, Pall, and Seitz products.
- Ownership category
- akta.pro rank
crush2cellar industry classification
Industry- Product category
- Winery Equipment & Supplies Distribution
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Bar & Beverage Service Supplies Wholesale (AFAIALAG)
- akta.pro secondary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where crush2cellar is headquartered
LocationHeadquarters
- HQ city
- Newberg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
crush2cellar business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of winemaking supplies including equipment, fermentation products, filtration media, bottling supplies, and lab chemicals. Revenue generated through per-transaction product sales with pricing varying by product type and quantity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-unit product pricing for filtration equipment and supplies |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
crush2cellar product offering
Product offeringCore offering
Crush2Cellar distributes and retails winemaking supplies to wineries and home winemakers, offering fermentation inputs (yeast, enzymes, bacteria, nutrients), filtration equipment and media (cartridge, lenticular, sheet), cellaring and bottling supplies, and laboratory chemicals for wine analysis. The company operates a dual-channel model with a 24/7 online e-commerce store and a physical retail location in Newberg, Oregon, aggregating products from multiple suppliers including ScottLab, Pall, and Seitz. The retail location is co-located with ETS Laboratories, enabling combined supply and analytical testing for the Willamette Valley wine region.
Product overview
Crush2Cellar is an e-commerce winemaking supply retailer offering a comprehensive portfolio of products across multiple categories. The core filtration offerings include ScottCart cartridge filters (final membranes in PES material and pre-membranes in PP material) and Pall/Seitz lenticular filtration modules, complemented by specialized housings and equipment. Beyond filtration, the company supplies the complete winemaking process with fermentation products (yeast, enzymes, bacteria, nutrients), cellaring equipment, bottling supplies, wine analysis lab products, cleaning/sanitizing chemicals, and hardware/maintenance items. The company operates as a distributor for multiple supplier brands including ScottLab, Pall, and Seitz, serving the Willamette Valley wine region and beyond.
Differentiator
Problem solved
Functional benefit
Products and services
- Winery Equipment
- Fermentation Products
- Cellaring Products
- Filtration & Stability
- Bottling Supplies
- Wine Analysis Products
- Cleaning & Sanitizing
- Fittings, Hardware & Maintenance
- ScottCart Cartridge Filters
- Lenticular Filtration Modules and Housings
Companies that use crush2cellar
Customer profileSegments2 records
Ideal customer profiles2 records
crush2cellar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
crush2cellar partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
crush2cellar competitors and assessment
Company assessmentBroad incumbents
- Della Toffola: Della Toffola supplies winery and beverage-processing equipment, including crushing, pressing, filtration, and bottling systems. It is comparable through the equipment side of Crush2Cellar's catalog rather than its retail ingredient business.
- Bucher Vaslin: Bucher Vaslin manufactures and supplies winery equipment such as presses, pumps, filtration, and bottling systems. It is a broad incumbent adjacent to Crush2Cellar's equipment and filtration categories, but operates further upstream as a manufacturer.
- AEB Group: AEB offers winemaking, brewing, and beverage-processing ingredients, equipment, and technical solutions. It is a broader incumbent peer in wine-production inputs and process equipment.
Direct peers
- Northern Brewer: Northern Brewer operates an e-commerce and physical retail platform for brewing and winemaking equipment, ingredients, and supplies. It is a close business-model peer for hobbyist and small commercial winemakers, though its brewing focus is broader.
- Scott Laboratories: Scott Laboratories is a specialized supplier of winemaking products, fermentation inputs, filtration, laboratory supplies, and equipment to wineries. It strongly overlaps with Crush2Cellar's multi-supplier catalog and target customers, although it may also operate as a brand supplier rather than only a retailer.
- Great Fermentations: Great Fermentations is a homebrew and winemaking supply retailer with an online store and physical presence. It overlaps with Crush2Cellar's equipment, ingredient, and consumables offering, primarily among hobbyist and small-producer customers.
- MoreWine!: MoreWine! sells winemaking equipment, ingredients, and supplies through an e-commerce-led model to home and commercial winemakers. It directly overlaps with Crush2Cellar's assortment, customer base, and transaction model.
- The Beverage People: The Beverage People supplies winemaking and brewing equipment, ingredients, and supplies, including cellar and fermentation categories. It is a direct retail and distribution peer serving similar customer use cases.
- Enartis: Enartis provides winemaking ingredients, cellar products, filtration, and process solutions to wineries worldwide. It is a direct peer in product categories and customer base, with a broader global portfolio and scale.
Others
- ETS Laboratories: ETS Laboratories provides independent ISO-accredited analytical testing for wine and related beverages. It is not a direct retailer, but its co-location with Crush2Cellar and shared wine-industry customer base make it a relevant adjacent ecosystem peer and potential referral partner.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
crush2cellar social profiles
Digital presencecrush2cellar financial estimates
Financial estimateRevenue estimate
Valuation estimate
crush2cellar leadership team
Management profileNumber of profiles
Profiles4 records
crush2cellar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
crush2cellar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about crush2cellar
What does crush2cellar do?
Crush2Cellar distributes and retails winemaking supplies to wineries and home winemakers, offering fermentation inputs (yeast, enzymes, bacteria, nutrients), filtration equipment and media (cartridge, lenticular, sheet), cellaring and bottling supplies, and laboratory chemicals for wine analysis. The company operates a dual-channel model with a 24/7 online e-commerce store and a physical retail location in Newberg, Oregon, aggregating products from multiple suppliers including ScottLab, Pall, and Seitz. The retail location is co-located with ETS Laboratories, enabling combined supply and analytical testing for the Willamette Valley wine region.
Is crush2cellar a public or private company?
crush2cellar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was crush2cellar founded?
crush2cellar was founded in -1.
Where is crush2cellar based?
crush2cellar is headquartered in Newberg, United States, in the North America region.
How does crush2cellar make money?
One revenue line is on record: product Sales.
Who are crush2cellar's main competitors?
Broad incumbents on record are Della Toffola, Bucher Vaslin and AEB Group. Direct peers are Northern Brewer, Scott Laboratories, Great Fermentations, MoreWine!, The Beverage People and Enartis. ETS Laboratories is listed as an others.
Does crush2cellar have an API?
No public API is recorded for crush2cellar.
What industry is crush2cellar in?
crush2cellar's product category is Winery Equipment & Supplies Distribution. Its primary akta.pro industry code is AFAIALAG, Bar & Beverage Service Supplies Wholesale, with a secondary code of CRANABAB, Wine Retail (Bottle Shops & Wine Merchants). Its SIC code is 5180.