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US wine company WarRoom Cellars has revealed it has acquired the Simi wine brand from The Wine Group (TWG).
The financial terms of the deal have not been disclosed.
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Just Drinks has contacted California-based WarRoom for more information on the transaction.
Founded in 1876 by the Simi family and headquartered in Sonoma County, WarRoom said the namesake brand was one of the few in Californian wine to survive Prohibition.
In a statement, WarRoom said: “Simi’s legacy of resilience, quality, and strong female leadership has defined the brand for nearly 150 years.”
The acquisition is the latest made by WarRoom, which snapped up the Iris Vineyards brand in September and a clutch of others in 2024.
Andrew Nelson, WarRoom Cellars president said: “The acquisition of Simi is an incredible honour. It’s a California legacy we will celebrate and strengthen.
“WarRoom has a proven and repeatable process to revitalise heritage wine brands by honouring where they come from while bringing a fresh relevance that resonates with today’s consumers.”
Earlier this year, The Wine Group bought a selection of wine labels from Constellation Brands, including Woodbridge, Meiomi and Cook’s, the second batch of brands it had acquired from the company in three years.
The Wine Group CEO John Sutton said the sale of Simi “supports The Wine Group’s continuous focus on aligning our portfolio to current and long-term goals”.
He added: “We look forward to watching Simi’s success in WarRoom’s very capable hands, while focusing on our company’s portfolio priorities, including a sustained focus on developing a diversified portfolio at retail.”
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