4.0 Cellars, the unified tasting room, retailer, and wine club featuring Texas wine pioneers Brennan Vineyards, Lost Oak Winery, and McPherson Cellars, has relaunched as the Texas Wine Collective. The move allows them to take Texas wine to new heights through enhanced vintner collaboration, expanded tasting room capacity, new guest experiences, and the ability to develop innovative wine brands that express the region’s unique character.
Founded in 2010, 4.0 Cellars was created to provide the ultimate Texas wine experience by offering guests access to three award-winning wineries under one roof. In its first ten years of business, it has hosted over 250,000 guests in its tasting room in Fredericksburg.
Having established 4.0 Cellars as a cornerstone experience of the Texas Hill Country, the ownership teams of Brennan Vineyards, Lost Oak Winery, and McPherson Cellars decided to build upon that success. “I like to think that the McPherson family is one of the first winemaking families of Texas. My father started growing grapes in 1968 up on the High Plains,” said Kim McPherson, Owner and Winemaker of McPherson Cellars. “After the success of our McPherson brand, we were able take our customer experience to the next level with 4.0 Cellars.” The inspiration behind the relaunch is to “continue to push the boundaries of what’s possible when we work together, with an even more comprehensive tasting room experience, new brands, better resources, and more winemaking collaboration.”
This winter, Texas Wine Collective will add an additional 100 guest seats to its outdoor tasting space on the Fredericksburg Wine Road 290. It plans to utilize the expanded hospitality space to introduce fresh educational experiences. “We will implement Rhône varietal blending sessions, blind tasting seminars, and a selection of private wine and food pairings,” reports Dave Bryant, General Manager. The collective will also host “inspiration tastings,” in which guests taste Texas wines side by side with wines from some of the greatest regions in the world, including Napa, Bordeaux, and Rioja. “We want to know, and we also want our customers to know, how we stack up compared to the greats,” said Bryant. “The leadership team hopes that all of these improvements provide our guests with a complete Texas wine experience, from vine to cellar to table.”
Additionally, the collective will launch new wine brands crafted by the Texas Wine Collective team. “We have an amazingly creative team, and with our pooled resources we can be opportunistic with sourcing, vinification, and blending, which will allow us to handcraft wines we know our customers will enjoy, while still featuring our core brands,” said Bryant. With these innovative new brands, the group can highlight viticultural and winemaking techniques that are ideal for Texas ’unique terroir. “Comparatively, we have such a wealth of knowledge at our fingertips with these three winemaking teams. They represent decades of growing and winemaking that span many different varietals, soil types, and cellar methods in this young and burgeoning region,” Bryant continued. “With this new chapter, we will focus on turning those insights into new, high quality, and affordable wines for the consumer, by making calculated advancements with our winemaking techniques.”
Texas Wine Collective Founders Pat and Trellise Brennan, Gene and Judy Estes, Roxanne Myers, and Kim McPherson have been humbled and inspired by the growth of the wine industry in the Lone Star State. “Our region is at an exciting point in its development where we are gaining recognition on the national stage at both the trade and consumer levels,” says Roxanne Myers, President of Lost Oak Winery. “Our hope is that as the Texas Wine Collective we will add to that momentum with a best-in-class hospitality experience and innovative new wines crafted from the group’s collective knowledge.”