New package exemplifies the WarRoom strategy to reposition heritage wine brands
August 22, 2025 (Santa Margarita, CA) — WarRoom Cellars is excited to release the refreshed Lyeth Estate label, featuring founder Chip Lyeth’s original signature logo. The new label appears on the latest release of the Lyeth Meritage, a wine that embodies everything Chip stood for: bold character, Sonoma soul, and craftsmanship without compromise.
“Chip Lyeth didn’t just create a wine; he created a word,” said Evan Nelson, WarRoom’s Director of Sales. “Meritage, a blend of merit and heritage, was his way of expressing that blends could be both distinctive and delicious, and for over 40 years Lyeth has remained one of California’s most trusted, iconic wine brands, celebrated for its consistent quality and big, rewarding style.”
Andrew Nelson, President of WarRoom Cellars, added, “We are grateful to carry Chip’s vision forward. Lyeth is such an important brand in California wine history, and honoring the founder is a key value in the WarRoom repositioning process.”
WarRoom Cellars acquired Lyeth Estate in April 2024 from the Boisset Collection. Chip’s pioneering spirit continues to inspire, even decades after his tragic passing in 1988 during an aerobatic performance over the Lyeth Vineyard.
The WarRoom Approach
Founded in 2018, WarRoom Cellars is a Central Coast wine company focused on acquiring heritage wine brands and repositioning them for growth. The process begins with deep consumer and trade insights, using surveys, distributor feedback, and interviews with founders and key accounts to uncover what makes each brand truly unique.
With these insights, WarRoom builds a comprehensive brand plan that refines wine style, modernizes packaging, aligns pricing, and sharpens messaging to connect with today’s market. The final step is a coordinated relaunch that includes label redesigns, winemaking, distributor incentives, retail integration, and consumer-facing campaigns. All aimed at delighting our customers.
This disciplined, repeatable process ensures each brand’s heritage is honored while positioning it for sustainable, long-term growth. Acquisitions like Bonny Doon Vineyard (2020), Toad Hollow Vineyard (2023), Lyeth Estate (2024), and Parducci & Paul Dolan Vineyards (2024) reflect WarRoom’s strategy to revitalize legacy brands and make them relevant to today’s consumers.
WarRoom partners with Total Beverage Solution (TBS) to manage sales and distribution for its portfolio. Together, WarRoom and TBS have built a proven, collaborative model that drives growth while staying true to each brand’s unique spirit.
The Lyeth Portfolio
The Lyeth portfolio currently includes a California Cabernet Sauvignon ($14.99 SRP) and a Sonoma Meritage ($24.99 SRP), crafted with 100% new French oak for added depth and structure. Two additional SKUs are planned: a Sauvignon Blanc ($14.99 SRP) and a Napa Valley Cabernet Sauvignon ($30 SRP), continuing Lyeth’s 40-year legacy of delivering rewarding wines at exceptional value.
About WarRoom Cellars
WarRoom is an innovative wine company founded in 2018 on the Central Coast of California. The company acquires heritage wine brands and repositions them for growth by focusing on what customers love. The name of the company reflects a commitment to the philosophy, “All for wine, wine for all.” It highlights their mission as “stewards of legacy wine brands” and “masters of guerrilla winefare.” Independently owned and operated by a small group of wine professionals, WarRoom is deeply committed to honoring the soul of every brand it acquires. Their goal is to help mid-sized distributors sell more wine, increase profitability, and have more fun.
