What if Texas could lead America’s next wine boom? Most people don’t associate Texas with wine, but Mason Moreland thinks that’s about to change. In this episode, Mason explains how he’s leveraging tech, scale, and experience in traditional real estate to disrupt an overlooked segment of the Texas wine industry. He walks through how his team is reducing operational costs in vineyards, creating affordable, high-quality wines, and building systems to fill a critical supply gap in the market. From climate tweaks to custom crush wineries, Mason’s model is flipping assumptions about what’s possible in Texas agriculture—and he's just getting started.

 

 

[00:01 – 05:07] Rethinking Texas Vineyards

• Most Texas wine is high-end and small scale
• Mason is targeting the $10–$25 bottle market
• Reducing labor from 60 people to 3 with scaled tech

 

[05:08 – 09:33] Climate Tweaks and Testing the Model

• Key difference: winter freezes and reversed rainfall
• Learning from similar setups and early adopters
• Running side-by-side trials to refine their systems

 

[09:34 – 13:57] Local Culture and Partnerships

• Cotton and vineyard farming differ, but share soil lessons
• Partnered with generational Texas farmers
• Good neighbor relationships matter for vineyard survival

 

[13:58 – 18:09] The Wine Value Chain and Texas Opportunity

• Texas ranks #5 in US wine production
• Half the grapes in Texas wines come from out of state
• Mason’s focus: grape growing + custom crush services

 

[18:10 – 22:57] Cost, Yields, and the Millennial Market Shift

• Millennials want quality at a lower price
• Texas vineyards yield far below their potential
• His team is already doubling the state average

 

 

 

Connect with Mason:

 

LinkedIn: https://www.linkedin.com/in/mason-moreland/

 

 

Key Quotes:

 

“We’re not creating a brand new market—we’re serving an underserved one.” - Mason Moreland

 

“Nobody in Texas ever built an apartment complex over 15 doors. That’s what we’re changing with vineyards.” - Mason Moreland

 

 

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