Texas wine lovers may recall my recent article presenting the Texas High Plains as a largely untapped destination for wine enthusiasts, with Lubbock serving as an ideal base from which to launch their adventures. Now there’s even more reason to visit this exciting and vibrant region.
The Crush Pad by Veesart Cellars is Lubbock’s latest addition to the Lubbock wine scene and one you don’t want to miss. Located in the heart of the downtown district, this eclectic tasting room was opened in June and showcases 100% Texas wine with grapes sourced exclusively from Veesart Vineyards.
Veesart Vineyards was established in 2019 when owners Larry and Christine Veesart, along with son Jason and daughter-in-law Amanda, took over a 48-acre vineyard on a 120-acre property near Shallowater. Today, the vineyard has 43 acres planted to Aglianico, Alvarinho, Cabernet Sauvignon, Dolcetto, Montepulciano, Mourvèdre, Orange Muscat, Sangiovese, Souzão, Syrah, Touriga Nacional, and Viognier.
In 2020, the Veesart family began reserving a portion of their harvest for the purpose of creating their own family label. Their first bottling was released in 2022. Initially available only through online orders, festivals, and select restaurants, it wasn’t long before their wines gained attention and established a devoted following. A wine club was soon formed and quickly grew to over seventy-five members.
Success is its own motivator. With prodding from their wine club members, the family decided it was time to go to the next step in their plan – a tasting room in which to showcase their wines. To that end, Jason and Amanda began a search for the ideal location.
Focusing on downtown Lubbock, they selected a property in the Depot Entertainment District but soon found it less than ideal for their purpose. By a stroke of luck, however, the property owner had another site become available, a former cocktail bar, and offered it as an alternative location. Putting the choice of locations to their wine club members, the majority favored the second location, and on June 12, 2025, The Crush Pad by Veesart Cellars officially opened for business.
My wife and I recently traveled to Lubbock and took the opportunity to visit The Crush Pad about a month after opening. As one drives through the Depot Entertainment District, the sound of live music emanates from various directions, highlighting the area’s vibrant atmosphere. This is where Lubbock comes to enjoy an evening.
As we entered The Crush Pad, I was immediately struck by the black walls and dark décor that create a dramatic and sophisticated ambiance, which envelops you with a sense of privacy and calm. My first thought was that this would be the perfect place for a date night. The room is elongated with a bar facing the entrance and a large open space to the right, arranged in zones of comfortable seating for groups of various sizes. A large stage fills the far corner of the room.
Jason Veesart and his son, Nate, greeted us as we entered, and Jason invited us to join him at the bar for a tasting. Tastings at The Crush Pad consist of the guest’s choice of any four wines on the menu. And as previously mentioned, all wines are sourced exclusively from Veesart Vineyards. Jason explained that one of the reasons for opening the Crush Pad was to provide an outlet through which the family could showcase the high quality of their vineyard’s fruit. The wine menu is divided into two categories – the Veesart family label and “Vineyard Designated Wines” produced under the Hilmy label. Various wine cocktails are also offered.
At the time of our visit, the following selections were available:
Veesart family label:
Orange Muscat
Alvarinho
Sangiovese
S-Curve (red blend)
Cabernet Sauvignon
Montepulciano
Vineyard Designated Wines:
Aglianico
Montepulciano
Cabernet Sauvignon
Penumbra
Rosé
On this visit, I elected to stay with the Veesart label and selected the Alvarinho, Sangiovese, Cabernet Sauvignon, and Montepulciano. Jason guided us through the tasting and gave us an overview of each wine along with his thoughts on viticulture and his enthusiasm for the Texas wine industry. Throughout our chat, Jason’s drive and passion for his craft were apparent. It was obvious that the entire family is proud of their product. And for good reason! Each of the wines we tasted was exceptional and a good testimony to the quality of Veesart fruit. It’s not often that I pronounce each wine a favorite over the others as I go through a tasting, but it was true in this case. In the end, it would be difficult to name an overall favorite, but several bottles of the Cabernet Sauvignon and the Montepulciano came home with us.
The Crush Pad offers three wine club membership levels with 3, 6, or 12 bottle plans. Each level comes with increasing discounts, free tastings for members and guests, and early access to special events. Membership applications are available at the tasting room or on the Veesart Vineyards website.
Speaking of events, guests can enjoy live music on select evenings as well as special events such as catered dinners and group appreciation nights. Be sure to follow them on social media for updates on these and other activities.
Jason Veesart
Check the Texas Wine Lover listing for days and hours The Crush Pad by Veesart Cellars is open. Whether it’s date night with your significant other, a group outing with friends, or simply an evening of escape from the pressures of the day, The Crush Pad is exactly what you are looking for.
Awesome article like their wines