"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,"
"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 WarRoom's very capable hands,"
WarRoom Cellars purchased the 149-year-old Simi Winery brand after it had changed hands seven months earlier. The acquisition aligns with WarRoom's strategy of accelerating growth for legacy wine names by revitalizing heritage brands while honoring origins and adding relevance for contemporary consumers. WarRoom intends to elevate brand velocity, produce real growth, and restore distributor confidence. The Wine Group had acquired Simi in June from Constellation Brands as part of a larger $900 million sale of lower-priced wines and included multiple brands, two wineries and about 6,600 acres of vineyards. Simi traces origins to 1876 when Giuseppe and Pietro Simi started winemaking.
Read at The Mercury News
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