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Santa Ynez Today
By the People, for the People
Sort This Out Cellars Offers Playful Vegas-Themed Wines
Boutique California winery blends quirky branding with quality grape varietals.
Published on Feb. 16, 2026
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Sort This Out Cellars, a small California winery based in the Santa Ynez Valley, is making a name for itself with a lineup of wines that embrace a retro Vegas-inspired theme. From labels featuring 1940s-style pin-up girls to a soundtrack of Rat Pack classics in the tasting room, the winery's marketing approach is hard to miss. But beyond the kitschy branding, the wines themselves are earning praise for their quality, with standouts including a crisp Pinot Grigio, a tropical Sauvignon Blanc, and a smooth Merlot.
Why it matters
In a crowded California wine market, Sort This Out Cellars is demonstrating how a unique branding strategy can help a boutique producer stand out. Their embrace of vintage Vegas aesthetics and entertainment appeals to a specific subset of wine drinkers looking for an immersive tasting experience beyond just the liquid in the bottle.
The details
Sort This Out Cellars produces around 1,500 cases of wine annually, sourcing grapes from across California but producing the wines at the nearby Terravant Wine Company. Their lineup includes a Pinot Grigio, Sauvignon Blanc, Sangiovese Rosé, Merlot, Syrah, and a red blend, all featuring labels and names inspired by 1940s and 1950s Vegas culture. The winery's tasting room, previously located in Buellton, has recently moved to a new space in Solvang.
- Sort This Out Cellars has had a tasting room in Buellton since 2008.
- The winery has since moved its tasting room to a new location in Solvang.
The players
Sort This Out Cellars
A boutique California winery based in the Santa Ynez Valley, producing around 1,500 cases of wine annually with a Vegas-themed branding approach.
What they’re saying
“When you visit the website, or certainly when you step into the tasting room, it's Vegas, Baby in a more or less relentless fashion.”
— Randy Fuller, Writer (nowandzin.com)
The takeaway
Sort This Out Cellars demonstrates how a small, boutique winery can stand out in a crowded market by embracing a unique, immersive branding approach. Their Vegas-inspired aesthetic, from labels to tasting room ambiance, creates a memorable experience for wine drinkers seeking something beyond just the wine itself.
