Sonoma’s Toad Hollow Vineyards acquired by ‘masters of guerrilla winefare’

Unoaked Chardonnay pioneer Toad Hollow has been sold to WarRoom Cellars for an undisclosed sum.

Founded in 1994 in Healdsburg, Sonoma, Toad Hollow broke the mould when it came to making wines from Chardonnay, the most prolific white grape in California.

At the time, rich, buttery Chardonnay was the norm, but the producer bucked the trend by creating a fresher style fermented in stainless steel tanks.

Now Toad Hollow has been snapped up by San Francisco group WarRoom Cellars, and will join the other names in its portfolio including the Randall Grahm-founded Bonny Doon Vineyard, Lapis Luna, The Big Red Monster, Skyfall, Ruta 22, Eppa Sangria, Joyful Heart, Hallmark Channel Wines, and Bubble Butt.

WarRoom Cellars describes itself on its website as both “a protector and steward of heritage wine brands” and “a master of guerrilla winefare”.

Earlier this year WarRoom Cellars president Andrew Nelson said: “Our strategy is to acquire wine brands and do a deep dive on the brand to understand what customers really love about it. Then we focus on and develop what customers really love about the brand. Sometimes that’s a wine style, founder story, growing region, or winemaking methodology.”

WarRoom Cellars sells to 90+ midsize distributors.

The acquisition comes after Toad Hollow, which produces around 70,000 cases per year, appointed San Francisco marketing firm Third Leaf Wines in 2020 to handle its communications.

Toad’s USP is making affordable premium wines with its ‘Francine’s Selection’ Chardonnay from Mendocino County a frontrunner for the producer. Toad also makes single-varietal Merlot, Pinot Noir and Cabernet Sauvignon

“Our focus has always been a light-hearted approach to offering serious wines. Each wine expressing the regional terroir while exceedingly approachable,” owner Frankie Williams said in a statement.

There are no plans to change the winemaking style, according to a press release from WarRoom Cellars.