WarRoom Cellars has acquired the storied SIMI wine brand from The Wine Group, marking one of the Central Coast company’s most significant expansions as it continues building a portfolio of heritage wine labels positioned for renewed consumer relevance and market growth.
The acquisition places one of California’s oldest continuously operating wine brands under the stewardship of a company known for revitalizing legacy labels through targeted brand positioning, disciplined production strategy, and consumer-driven innovation. WarRoom Cellars President Andrew Nelson said the purchase represents a critical moment for the company and a significant opportunity to accelerate SIMI’s long-term growth trajectory.
Founded in 1876, SIMI has played a defining role in California wine history. The brand famously survived Prohibition under the leadership of Isabelle Simi, who took control of the winery at age 18 after the sudden deaths of her father and uncle. Through sacramental wine sales and a strategic stockpile of half a million cases, she ensured the company’s survival and ultimately helped restore its national prominence once Prohibition ended. The brand became equally well known for its trailblazing female leadership, with prominent figures including Isabelle Simi herself and Zelma Long, who became the first woman to assume senior management of a California winery in 1979.
WarRoom Cellars plans to continue this legacy of resilience and craftsmanship. Director of Winemaking Nicole Walsh, who leads winemaking for the company’s broader portfolio, emphasized her connection to SIMI’s history and the women who shaped it. The Wine Group, which previously owned SIMI, expressed confidence that WarRoom Cellars is the right home for the next chapter of the historic brand.
The companies’ long-standing operational partner, Total Beverage Solution, will continue managing sales and distribution for WarRoom’s expanded portfolio, while WarRoom focuses on production and brand stewardship. BMO Capital Markets served as financial advisor on the transaction.
WarRoom Cellars, founded in 2018, specializes in acquiring and elevating heritage wine brands. Its growing portfolio now includes Lapis Luna, Bonny Doon Vineyard, Toad Hollow, Lyeth Estate, Parducci Cellars, Paul Dolan Vineyards, Iris Vineyards, and now SIMI. The company positions itself as an independent, mission-driven steward of legacy labels, committed to helping distributors grow profitability and market reach.
KEY QUOTES:
“The acquisition of SIMI is an incredible honor. It’s a California legacy we will celebrate and strengthen. WarRoom has a proven and repeatable process to revitalize heritage wine brands by honoring where they come from while bringing a fresh relevance that resonates with today’s consumers. With every acquisition, we elevate the brand to deliver stronger velocity, real growth, and a renewed confidence distributors can count on.”
Andrew Nelson, President, WarRoom Cellars
“I have great admiration for Isabelle, Zelma, and the SIMI women before me. I look forward to continuing this important legacy in California wine history.”
Nicole Walsh, Director of Winemaking, WarRoom Cellars
“We’re thrilled to have found such a great fit for the iconic SIMI brand with WarRoom Cellars. The sale supports The Wine Group’s continuous focus on aligning our portfolio to current and long-term goals. We look forward to watching SIMI’s success in the WarRoom’s very capable hands, while focusing on our company’s portfolio priorities, including a sustained focus on developing a diversified portfolio at retail.”
John Sutton, CEO, The Wine Group
