All For Wine.
Wine For All.

Elevate your moments with our curated selection of heritage wines. We are the stewards of tradition, vintners of meaning, and masters of guerrilla winefare.

WarRoom Cellars

Nestled in a log cabin in Santa Margarita, CA, we proudly safeguard heritage wine brands. As vintners of meaningful wines and masters of guerrilla winefare, we redefine the wine experience. Operating an asset-light business, we produce in CA and Washington State through custom crush and bulk wine contracts. Our reach extends beyond borders, importing from Argentina, Spain, and France. With ~200k cases sold in 2022, we blend passion and innovation, ensuring that it’s truly All For Wine. Wine For All.

Success is not final, failure is not fatal. It is the courage to continue that counts.

- Winston Churchill

Our Brands

Heritage Brands

Est. 1983

On a spirited adventure to make naturally soulful, distinctive, and original wine.

Est. 1999

With 400 year old labels from copperplate engravings, Lapis Luna inspires people to Reach for the Moon.

Est. 2005

Every good story needs a hero, a villain, and a monster. This savage beast hails from the rugged hills of Paso Robles.

Licensed Brands

Inspired by the Association of Zoos and Aquariums’ (AZA) determination to save vulnerable species, 100% of net proceeds from the Wildlife Wine Club go directly to AZA’s Saving Animals From Extinction (SAFE) programs.

Joy’s 2019 crisp and refreshing Sauvignon Blanc has notes of tropical fruits, white peach, and ripe pineapple. Juicy, fresh and lively citrus fruit flavors come alive in a joyous finish.

Jingle’s 2018 Cabernet Sauvignon glistens a warm ruby color with aromas of dark chocolate, cherry, and a hint of holiday spice. It is rich, merry, and fully textured with profound dark fruit.

Emerging Brands

bubble butt
Bubble Butt

This palest of roses offers white flowers, citrus amd light strawberry. Fine bubbles float over layers of crisp acidity. Despite it’s playful name, this wine is elegant and stylish with balance veering towards dry.

The Team

Andrew Nelson

Domestic and international experience with liquor conglomerate (Diageo), beer (Firestone) and wine (Edna Valley, BV, Sterling, Provenance, Rosenblum, Acacia, Four Vines, Rabble).

Winery/brewery operations, vineyard operations, procurement, supply chain, marketing, sales and distribution.

Holds B.S. in Agri-business with minor in Viticulture and Enology from Cal Poly, San Luis Obispo.

Don Daniels

Began business career with Arthur Andersen & Co, where he earned CPA designation.

Later went on to become heavily involved in both the real estate development and agribusiness industries as both an owner and advisor.

Holds B.A. from Humboldt University and M.B.A. from Harvard University. Former HBS faculty, food and agribusiness case writer.

Ken Warwick

Creator and operator of Villa San Juliette Winery in Paso Robles, CA.

British television producer and director most noted for producing American Idol and America’s Got Talent. Has received numerous awards for his television programs including two Emmys a BAFTA, the Golden Rose of Montreux, a National Television Award, and eight Emmy nominations.

Bruce Wise

Financial manager with experience in commercial banking and the wine industry (senior controllership positions at BV, Hess Collection, and Oak Knoll Farming). Managed financial and accounting aspects of Robert Hall Winery acquisition (2016). Holds B.S from University of Redlands.

Evan Nelson

Operational / production experience with Channel Island Surfboards and Rabble Wine Company. Sales experience with (LinkedIn) and Wine Warehouse (2017 sales rep of the year). Holds B.A. in Advertising and Public Relations, emphasis in international sales and marketing, from Chapman University.

Tom Funk

Has been involved in commodities markets throughout career, including serving as Managing Director and member of management team of Morgan Stanley’s global commodities department.

Assisted with family grain farm growing up and has participated in various agricultural operations including a Central Coast vineyard.

Holds B.A. from Dartmouth College and M.B.A. from Harvard University

Nicole Walsh

Winemaker/Grower Relations/Vineyard Manager for the past 23 years in Michigan, California and New Zealand. Most notably worked closely with Randall Grahm of Bonny Doon Vineyard of Santa Cruz, CA for over 19 years. B.S. Horticulture with emphasis in Viticulture & Enology from Michigan State University.

Jeffrey Oberti

Sales/operational experience in the glass container business for the last 15 years. Former VP with Ardagh Group, with strong relationships throughout all segments of the US wine industry.

Holds B.S in Agribusiness, with minor in Viticulture and Enology from Cal Poly, San Luis Obispo

Tammie Blackburn

Director of DTC with 10+ years experience in wine club, tasting room operations, and e-commerce management. Former Senior Account Executive managing Product Placement in film, television, and music videos with notable brands including Samsung, Kellogg’s, Gatorade, and Nintendo. Holds B.S. in Business Administration with an emphasis in Marketing and minor in Psychology from Cal Poly, San Luis Obispo.

Barbara Smith

An industry veteran of 38 years, Barbara launched a career in wine and food at the bucolic Bonny Doon Vineyard in Santa Cruz, CA in 1985. Cellar work instilled in her a love of the craft that continues today. 

In 1998 Barbara moved to Paso Robles, CA. She held brand management and sales posts at Central Coast wineries in CA including Wild Horse, Treana, Jackson Family Wines and Kenneth Volk Vineyards, then returned to Bonny Doon Vineyard to oversee national sales and marketing. 

Joining WarRoom Cellars in 2003, she oversees the Bonny Doon Vineyard, Lapis Luna, and Big Red Monster brands as national sales and marketing manager. 

Smith served two terms as Board of Directors for the national Rhone Rangers organization and was a founding board member of the World of Pinot. She holds a Bachelor of Arts degree in Language Studies from the University of California, Santa Cruz. 

Elena Bryan

Doon to Earth Tasting Room & Wine Club Manager in Aptos, CA. Seasoned leader in hospitality with an exceptional palate. Community focused and adept at connecting people. Curator of memorable experiences that linger long after the last sip. 

Kori Shinn

WarRoom exports and DTC fulfillment, and the token “Santa Margarita local” – complete with farm-life vibes and a truck covered in mud from two years ago. Spent 12 years in Australia, where she did everything from coffee roasting to mustering cattle in the Outback. Writer, horse lover, jack of all trades, and rusty pilot with over 10 years of management experience in restaurants and small businesses.


Dec 2020 – Acquisition of Deutsch Family Brands: Eppa, Ruta 22, Skyfall Vineyards

Nov 2020 – Hallmark Introduces Winemakers – Hallmark Channel

Oct 2020 – Bonny Doon Vin Gris #8 top 100 Best Buys of 2020, 92 pts. – Wine Enthusiast

Sep 2020 – WWE Wines Launched – Fox Sports

Sep 2020 – WarRoom Exec Named 40 Under 40 – Wine Enthusiast

Jul 2020 – Hallmark Channel Wines Launched – PEOPLE

Apr 2020 – 90 Points, Bonny Doon Cigare Blanc – Wine Enthusiast

Jan 2020 – Iconic Bonny Doon Vineyard Brand Acquired – Wine Enthusiast

Jan 2020 – Central Coast Bonny Doon Brand Acquired – Decanter

Jan 2020 – Bonny Doon Brand Acquired – SF Chronicle

Jan 2020 – Bonny Doon Brand Acquired – Wine Spectator

Jan 2020 – The Big Red Monster Moves To Paso Robles – Wine Industry Advisor

Nov 2019 – Live Interview on Liquid Lunch

Nov 2019 – Lapis Luna Delivers Splurge Quality at Value Price – Lorri Hambuchen Column

Oct 2019 – Wildlife Wine Club on DrinksFeed: Wines That Are Protecting Endangered Species

Oct 2019 – WarRoom Ventures announces Joint Venture with Total Beverage Solution

Aug 2019 – 91 Points Lapis Luna Sauv Blanc – Wine Enthusiast

Aug 2019 – Lapis Luna Cab Great Value for Price – Pulse Drinking

Jul 2019 – 90 Points Lapis Luna Zin – Wine Enthusiast

Jan 2019 – Lapis Luna Cab, Stunning Label, Delicious Wine – Good Taste TV

Jan 2019 – Lapis Luna Appoints General Manager – Wine Business

Oct 2018 – Lapis Luna Announces CA Distribution – Wine Industry Advisor

Sep 2018 – Lapis Luna Rebranding – Wine Business Monthly

Sep 2018 – Heritage Wine Brand Lapis Luna Acquired – Wine Industry Advisor

Get in Touch

We’re here to answer your inquiries and engage in conversations about all things wine. Reach out to us using the contact form below, and let’s start a dialogue that celebrates the spirit of wine together.