Innovative grinding facility combines DTC sales and customer interaction with the wine production experience



To imagine:

  • An intimate tasting room that exquisitely showcases your brand.
  • Treat your guests to a glass of wine, then take them on a private tour of the high-tech production facility where you make your wines.
  • Guide them through a superb tasting experience that showcases your best varieties.
  • Sell ​​cases of your handcrafted product on site to those same enthusiastic guests who were impressed by the whole experience and who are now your loyal customers.

Imagine that and you have just described the Grand Cru Custom Crush in one word.

Grand Cru Custom Crush, located in Windsor, California, is a wine production cooperative founded by Robert Morris and Erin Brooks that provides 31,000 feet of state-of-the-art production and hospitality space in a unique combination that creates success for customers and consumers alike.

Morris oversees the company’s production arm which provides state-of-the-art crushing and winemaking operations to small-batch producers who focus on a range of 20 to 100 tonnes of grape processing per year.

Grand Cru Custom Crush offers its customers a full range of production equipment, including: a crushing pad and sorting system from Burgstahler Machine Works; a RotoVibe destemmer; 42 Euro Machines HI and 60HI bladder presses; sixty-six stainless steel tanks; four barrel rooms with controlled temperature and humidity and the InnoVint cellar management platform.

“Not only have we strived to deliver the highest possible standards for our facility with the best possible software,” Morris attests, “but we also have an exceptional staff here who are completely passionate about what they do. “

Beyond its exceptional production capacity, Morris believes that the main selling point of the Grand Cru establishment is its ability to integrate the operations of the cellar with a unique hospitality experience that emphasizes the brand of customer’s wine.

“It is imperative that wineries have a place to welcome customers, consumers and professionals,” explains Brooks, who manages the hotel side of the Grand Cru activity. “The ability to have private tastings helps to underline the relationship you have with your guests… and ultimately strengthen your brand’s presence. “

Grand Cru Custom Crush offers six breathtaking and welcoming private tasting spaces, as well as three conference rooms, for estate members to welcome their guests.

Each room is equipped with a bar or tasting table, chairs, tasteful stemware, air conditioning and roll-up windows to provide an indoors or outdoors tasting experience. The rooms also contain smart monitors for multimedia presentations, as well as ample space for wine bottles and other collateral material to reinforce the brand image of the winery.

It is important to note that an appropriate permit also allows the sale of wine on site.

“In a few keystrokes, the room becomes (your) cellar,” Morris enthuses. “Your customers come in and it’s like joining you in your own tasting room. It’s completely dynamic on how it can move to mirror one customer from cellar to another.

Members of the Grand Cru Custom Crush estate also have the option, via a high tasting schedule, to integrate a TOCK software link into their own websites that seamlessly invites and books guests for future tastings in the Grand facility. Vintage Custom Crush.

As an added bonus, all winemakers are invited to participate in two large community open days per year that host between four and five hundred guests, providing huge additional exposure to individual wine brands.

“You can easily sell an additional $ 10,000 per year from these two events alone,” Brooks notes.

For more information on Grand Cru Custom Crush and tours of the facilities, visit



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