Llano Estacado Winery Ushers in a New Era of Growth and Innovation with New Ownership

Llano Estacado Winery, Texas’s second oldest active and longest-operating premium winery, is embarking on an exciting new chapter following its acquisition by Llano Operating, LLC, an investor group led by longtime Lubbock attorney Kevin Glasheen. The transition, finalized on December 20, 2024, brings fresh leadership and a renewed focus on innovation while preserving the winery’s rich legacy.

Joining the winery’s leadership team are two seasoned professionals poised to guide its future. Bret Perrenoud, formerly General Manager at Becker Vineyards and current owner of Airis’Ele Vineyards, will take the helm as Llano Estacado’s new General Manager. Aaron Handler has been named the winery’s new CEO. The other owners are Noe Valles of Lubbock, Ron Ross of Triple “R” Ranch and Winery, and Bryan Miller, retired senior VP of personnel worldwide for Walmart.

With deep Texas roots and a shared passion for quality winemaking, the new owners are set to build on the winery’s legacy while charting a bold course for the future. Longtime winemaker Jason Centanni will remain a cornerstone of the team, continuing to craft the exceptional wines that have defined the winery’s reputation.

Texas Wine Lover’s founder Jeff Cope recently sat down with some of the new ownership team of Llano Estacado Winery to discuss their vision for the future. The discussion revealed exciting plans to elevate the winery’s profile, strengthen its Texas roots, and modernize its operations while staying true to its storied legacy. Here are the highlights from the conversation:

A Texas-Centric Identity with Global Ambitions

The ownership group emphasized their pride in maintaining the winery’s Texan identity. “We’re all Texas first,” Aaron Handler stated, underlining their commitment to building a brand “by Texans for Texans. We take pride in the state, we take pride in what we can do here, and we want to build something by Texans for Texans.”

However, the vision goes beyond state lines. The new team aims to create wines that not only resonate with local pride but also compete with world-class offerings from regions like Argentina and Spain. Bret Perrenoud explained that when you are on the store shelf, you are competing globally. They don’t want people to choose Llano Estacado wines just because they’re Texan. They want them to choose them because they make exceptional wines.

Expansion of Tasting Experiences

Llano Estacado Winery makes excellent premium wines that are not found on store shelves, but are only found in the Lubbock tasting room or wine club. One of the most exciting developments is the planned expansion of Llano Estacado’s tasting room experiences. To expand more into the direct-to-consumer market, the team revealed plans to establish new locations in:

• Lubbock: The first tasting room to open will be close to the Texas Tech University area, in the Cactus Alley Courtyard, next to the local favorite La Sirena restaurant. This will make the winery more accessible to residents and visitors, offering a convenient and immersive experience.
• Fredericksburg: The second location to be developed will be in the Hill Country and there are multiple possible locations near the popular tourist area.

“We want to put together incredible spaces for people to have incredible experiences where they can gather, where they can socialize, and where they can make memories,” Handler shared.

Perrenoud added that the winery experience at the current location is going to change a little bit. They want to feature more of the barrels and the tanks, and when you drive to the winery, you should have a winery experience to learn of the nuts and bolts of how premium wine is made.

Strengthening Community Engagement

Community involvement is a key part of the new ownership’s vision. From philanthropic efforts and the art community in Lubbock to engaging with the food scene in the Hill Country, the team is committed to giving back. They also plan to actively participate in each community where new tasting rooms are developed, fostering local partnerships and promoting regional growth.

Commitment to Texas Grapes

Llano Estacado has a long history of using Texas-grown fruit, and the new ownership is dedicated to expanding this practice. While acknowledging current limitations in the state’s grape supply, they emphasized their support for local growers and their efforts to increase the availability of high-quality Texas grapes.

Centanni explained if they can source the right fruit locally, that will always be their first choice. Their goal is to make Llano wines more Texas-centric over the next few years with even more Texas-appellated wines.

Preserving Legacy While Innovating

Founded in 1976, Llano Estacado Winery is one of Texas’ most established wineries. The new ownership team recognizes the value of this legacy and is focused on honoring it while embracing modernization. Investments in the facility and operations will ensure that the winery continues to grow.

A Unified Vision

The team behind Llano Estacado’s new chapter includes business professionals with a shared passion for wine and Texas. Their diverse expertise, combined with a clear and cohesive vision, sets the stage for a promising future. With ambitious plans and a deep commitment to quality, community, and innovation, Llano Estacado Winery’s future looks as bright as a Texas sunset.