Press Release:

Llano Estacado Winery Acquired by New Investor Group

Llano Estacado Winery, the largest and second-oldest winery in Texas, was recently purchased by a group of investors, including Lubbock attorneys Kevin Glasheen and Noe Valles. The group also features wine industry veteran Bret Perrenoud, who will serve as both an owner and the new general manager of Llano.

Founded in 1976 in Lubbock, Llano Estacado has spent nearly 50 years building its reputation as a leader in the Texas wine industry. Previously owned by over 100 small stockholders, many of whom served on the board for decades, the winery is now poised for significant growth under its new leadership. The investment team brings the capital and vision needed to sheppard the company through its next phase of growth, and build on this storied brand. This includes expanding tasting room locations and developing a flagship winery in Fredericksburg.

The winemaking team at Llano remains unchanged, ensuring continuity in quality and expertise. Bill Freidhof will continue to lead distribution. Winemaker Jason Centanni, who has been with the winery for 20 years and has held the winemaker role since 2015, expressed his enthusiasm for the transition:

“I am excited to share our wines with more wine enthusiasts across Texas. Working with new ownership that appreciates the historical significance of Llano and believes in our vision is truly inspiring. It’s an honor to be part of this legacy.”

In addition to Glasheen and Valles, the new ownership team includes wine enthusiast Ron Ross, retired business executive Bryan Miller, business consultant Aaron Handler and Bret Perrenoud. Aaron Handler will manage business operations as CEO. Perrenoud, who served as general manager of Becker Vineyards for 17 years and owns Airis'Ele Winery near Fredericksburg, will lead Llano’s growth strategy as both an owner and General Manager of Llano. Perrenoud emphasized the significance of the winery’s history and potential:

“Llano has so much history, distribution, and the largest winemaking facility in the state. This is an incredible opportunity to build on that legacy. The new investment and energy from the ownership team are invigorating.”

Llano’s long-serving president, Mark Hyman, is retiring after joining the winery in 1994. Under his leadership, Llano achieved a dominant position in retail distribution, accounting for 40% of Texas wine retail sales. Hyman shared his optimism for the winery’s future.

“The new ownership represents a bright new beginning for Llano. I’m excited to see what they’ll bring to the table to fuel future growth.”

Llano is celebrated for its popular “Sweet Red” and a range of affordable wines, alongside its award-winning fine wines, which are primarily available through its winery tasting room and wine club. Looking ahead, Llano Estacado Winery has ambitious plans to expand its offerings of fine wine and bring that wine directly to consumers. These plans include:

• A new tasting room in Lubbock’s Cactus Alley Shopping Center, scheduled to open in April 2025 inclose proximity to the hospitals and Texas Tech University.

• A tasting room on Main Street in Fredericksburg, opening in 2025.

• A state-of-the-art winery and tasting room in Fredericksburg, set to debut in 2026, promising to offer the premier winery experience in the Hill Country.

• Expanded hospitality facilities at the Lubbock winery to enhance event hosting and tours.

• Expanded distribution of fine wine through existing distribution channels.

Investor Kevin Glasheen echoed this sentiment:

“This is an exciting time for Llano. We see the tremendous opportunity ahead and believe in our winemaker, Jason Centanni, and believe Bret Perrenoud’s leadership can take Llano to the next level.”

With fresh investment and a bold vision, Llano Estacado Winery is ready to cement its position as a cornerstone of the Texas wine industry while exploring new horizons in the Hill Country and beyond.

For more information contact:
Bret Perrenoud bretperrenoud@gmail.com 830-456-9102, or
Kevin Glasheen glasheenkevin@gmail.com 806-789-0734