PORTLAND, Ore. – A quarter-century-old Willamette Valley wine brand has a new home. WarRoom Cellars, a California-based wine company, has officially acquired the Iris Vineyards brand, marking its first expansion into Oregon.
Brand, Not Winery, Changes Hands
The deal, finalized under undisclosed terms, was not for the entire Iris operation. Instead, WarRoom Cellars purchased the brand rights and three signature SKUs: Pinot Noir, Pinot Gris, and Chardonnay from the Willamette Valley appellation.
Iris owners Pamela Frye and Richard Boyles, both 68, had been considering an exit strategy as they narrowed their business commitments. Boyles currently serves in leadership roles at Sycan B Corp, a real estate development and holding company, and Mereté Hotel Management.
Also Read
While the brand has been sold, Frye and Boyles will continue to own their vineyards and the surrounding estate, where they live. The couple is also seeking a buyer for the Cottage Grove production facility, with industry advisor Andy Steinman of Global Wine Partners assisting in the process.
Why Sell the Brand Separately?
Boyles acknowledged that in today’s wine industry climate, selling the brand apart from the winery itself offered the best outcome.
“In the current environment, it’s a buyers’ market for wine properties,” Boyles said. “Separating the brand from the winery represented our best path to an exit.”
The approach allows Frye and Boyles to retain ownership of their land while still finding new life for the Iris name under WarRoom’s broader portfolio.
WarRoom’s Growing Portfolio
For WarRoom Cellars, the acquisition represents both growth and diversification. While the company’s portfolio has been heavily California-focused, with some representation from Washington state, Iris becomes its first Oregon label.
The company already manages several well-known wine names, including:
-
Bonny Doon Vineyard
-
Lapis Luna
-
Lyeth Estate
-
Parducci Cellars
-
Toad Hollow Vineyards
By adding Iris to its lineup, WarRoom gains entry into the Willamette Valley, a region internationally recognized for its Pinot Noir.
A Buyers’ Market in the Wine Industry
The sale comes at a time when U.S. wineries face increasing economic pressure. Rising costs, shifting consumer preferences, and consolidation trends have made it difficult for some smaller wineries to stay competitive.
For buyers like WarRoom, that creates opportunity. Acquiring established brands rather than entire estates allows them to expand distribution and market presence without the overhead of vineyard operations.
What’s Next for Iris and Its Owners
Although the brand is now under WarRoom’s management, Frye and Boyles will continue to live on and oversee their vineyard property. The production facility remains up for sale, a separate step in their long-term transition away from winery operations.
For longtime Iris customers, the familiar labels will live on—just under new ownership and strategy.
Conclusion
With this acquisition, WarRoom Cellars has not only added a respected Oregon name to its portfolio but also signaled the growing influence of brand-driven deals in the wine industry. For Iris Vineyards, the transition marks both an ending and a continuation, as its wines carry forward under new stewardship while its founders close a chapter of their own.
