More Than Tank Space: The Evolution of Custom Crush
For decades, custom crush services have provided wine brands with access to production expertise and infrastructure without the significant investment required to own and operate a winery. While the concept remains the same, the expectations surrounding custom crush have changed.
Today's wine brands need more than tank space and basic production support. They need flexibility. They need operational efficiency. They need access to modern packaging options, technical expertise, and a team that understands how to navigate an increasingly complex industry.
In many ways, custom crush isn't what it used to be—and that's a good thing.
The Evolution of Custom Crush
The California wine industry continues to evolve. Market conditions have shifted, consumer preferences are changing, and many producers are looking for ways to remain agile without taking on unnecessary overhead.
As a result, custom crush facilities have become more than production spaces. The best facilities now operate as strategic partners, helping brands manage everything from production planning and winemaking to storage, packaging, and logistics.
At the same time, the number of high-quality custom crush facilities has declined. Industry consolidation and facility closures have reduced available production capacity across California, creating increased demand for experienced operators who can deliver both quality and reliability.
For wineries looking to grow, launch new products, or improve operational efficiency, choosing the right custom crush partner has never been more important.
Experience Matters
Successful custom crush operations require more than equipment and infrastructure. They require leadership from people who understand the realities of wine production at every level.
That's where Josh Baker brings a unique perspective to Mercenary Premier.
With more than 25 years of experience in the California wine industry, Josh has held winemaking and leadership positions with some of the most respected organizations in the business, including E. & J. Gallo, Diageo Chateau & Estates, Chalone Wine Group, Barton & Guestier, Alpha Omega Collective, and Phase 2 Cellars.
Most notably, Josh led custom crush operations at Phase 2 Cellars for nearly a decade, helping brands navigate production challenges while maintaining a focus on wine quality, operational efficiency, and long-term success.
Throughout his career, he has built a reputation for exceptional team management, consistent execution, and establishing mutually beneficial relationships across all sectors of the wine industry. Those relationships—and the trust behind them—continue to play an important role in shaping Mercenary Premier's approach to custom crush.
A Modern Approach to Wine Production
At Mercenary Premier, custom crush means more than simply processing fruit.
It means providing clients with access to a complete production platform designed to support both established wineries and emerging brands.
Services include:
Custom vinification from crush to package
White, rosé and red wine production
Bulk wine storage
Blending and wine preparation
Packaging preparation
Bottling, canning, kegging, and bag-in-box packaging
By bringing production and packaging together under one roof, clients gain greater efficiency, improved communication, and a more streamlined path from harvest to finished product.
Built for What's Next
The future of wine production will belong to businesses that can adapt quickly while maintaining quality and consistency.
Custom crush facilities are no longer simply places to make wine. They are strategic production partners that help brands scale, innovate, and remain competitive in a changing marketplace.
At Mercenary Premier, we're proud to combine modern infrastructure with decades of real-world winemaking and production experience. Located in the heart of Edna Valley, our facility sits at the crossroads of California's most respected wine regions, providing convenient access to both the Paso Robles AVAs to the north and the Santa Barbara County AVAs to the south. This strategic location allows us to efficiently serve producers throughout the Central Coast while remaining connected to some of the industry's most important growing regions.
Because great custom crush isn't just about making wine.
It's about helping wine brands succeed long after harvest is over.
Your ally from crush to package.
