Chateau Ste. Michelle Unveils New Wine Labels

Chateau Ste. Michelle has unveied a refreshed look on its wine labels.

The label redesign adds color and a contemporary twist while drawing attention to the winery’s iconic chateau, the company says.

Chateau Ste. Michelle has partnered with the interior designer Cassandra Lavalle of @coco.kelley as the first Head of Wine Design, a role meant to pair wine and home design. Chateau Ste. Michelle will give 40 people a custom virtual interior design package from Cassandra.

To enter, upload a photo of the space you consider your chateau that could use a refresh and use #MyChateauSweeps and tag @ChateauSteMichelle on Instagram or Twitter. Two grand prize winners will receive $1,000 gift cards to make their virtual design package a reality. The contest is open through Sept. 10, 2021.

“Investing in our spaces is not a trend but something that we as a society now truly value more than ever,” says LaValle. “So many of us have been living and working in the same space for the past year and a half, trying to work or do school and unwind after a long day – all from the same table. Everyone needs a spot in their home that brings joy, and as Head of Wine Design I believe that combining a few key design elements with a great glass of wine creates immeasurable impact.”

The partnership also kicks off the winery’s new “My Chateau” campaign, executed with the help of agency of record Team One, designed to redefine the “Chateau” to represent wherever you feel your best and find enjoyment.

Designed by drinks design specialist Denomination, the winery’s refreshed labels will appear on its Columbia Valley and Indian Wells bottles, reflecting Washington fruit through the more vibrant images.


For the Columbia Valley labels, the foliage on the scenic winery grounds of Chateau Ste. Michelle is conveyed through loose watercolors giving a modern edge to the design. The new design on the Indian Wells tier features a red brushstroke to express the New World winemaking style of the Indian Wells wines.

For the first time, the back labels will feature nutrition information

“At Chateau Ste. Michelle we are celebrating our 50-plus-year legacy of making world-class Washington wine, while taking bold steps toward the future to meet the needs of an ever diverse audience of wine drinkers,” says Francis Perrin, chief marketing officer of Ste. Michelle Wine Estates.  “By modernizing our packaging, offering nutritional transparency, experimenting with new products like fruit + botanical infused Elements wines and our recent release of single serve aluminum bottles, we are expanding how, and where, people enjoy wine. While we are excited to take these steps to continue to evolve as a brand, our vineyard and winemaking team remain focused on crafting high-quality wines that are the ultimate expressions of Washington state.”

This comes after news that Ste. Michelle Wine Estates sold for $1.2 billion to Sycamore Partners Management, L.P., a private equity firm specializing in consumer, retail and distribution investments.


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