Chateau Ste. Michelle Introduces Elements Botanical and Fruit Infused Wines

Woodinville, Wash.

Washington’s pioneering winery, Chateau Ste. Michelle, is blazing new trails with the release of Elements, white and Rose wines tastefully infused with natural botanical and fruit flavors set to release nationally this spring.

Elements offers consumers a new, wellness-inspired way to enjoy wine with delicious taste and exciting flavors. The wines are crafted in three unexpected flavors including Peach Ginger, Strawberry Hibiscus, and Papaya Jasmine have only 90 calories and 2g of sugar or less per 5oz glass.

Elements wines are sourced from grapes grown at family farms and the winery’s estate vineyards in Washington and packaged with bright, colorful labels highlighting the blend’s natural fruit and botanical elements. Chateau Ste. Michelle Elements wines are available nationwide at retail stores or available online at ste-michelle.com/wine-shop/elements with a SPR of $12.99.

Chateau Ste. Michelle is known for offering a wide variety of complex, yet approachable award-winning wines for the connoisseur and novice alike. The winery’s team was inspired by demand from consumers not currently embracing traditional wine products.

"We explored consumer data and identified opportunities for us to meet the needs of a new audience, grow the brand, and broaden the wine category,” said Megan Battig, Chateau Ste. Michelle Brand Marketing Manager. “Our insights showed that non-wine consumers report that their biggest barrier to drinking wine was taste, along with lifestyle. We saw a big opportunity to deliver appealing flavor and health and wellness within the wine space.”

David Rosenthal, head white winemaker for Chateau Ste. Michelle was energized by the task.

“For me, attracting new consumers to wine and giving them a fun, refreshing set of wines to drink is very exciting,” said Rosenthal, “We started by evaluating the natural characteristics, aromas, and taste of the base wines and then looked for the right combination of flavors that enhanced the inherent characteristics of the wines."

The challenge to create a new way of making wine inevitably came up during the process.

“We had to learn how the fruit flavors interacted with the wines and it took time to understand that there is not just one natural peach flavor, for example, but many different versions. One might be a very ripe style of yellow peach or another could be a barely ripe style of white peach. We had to find the exact right style of peach that matched Washington State Riesling,” said David. “It took time and dedication but once we figured out the style, the flavors really made the wines sing.”

The goal for Elements is to not only attract a new audience but also to appeal to the well-versed wine drinker looking for a new and exciting way to enjoy wine.

“Chateau Ste. Michelle is committed to producing world-class wines, while also challenging ourselves to reach new consumers and expand the occasions where people enjoy wine,” adds Battig.” “Whether it’s Elements infused wines or our wines packaged in single serve aluminum bottles, it’s incredibly rewarding to continue to innovative to meet the needs of an ever diverse and evolving audience."

About Chateau Ste. Michelle
Founded in 1934, Chateau Ste. Michelle pioneered vinifera grape growing in Washington State and has been producing classic European varietal wines under the Ste. Michelle label since 1967. The winery combines an ongoing dedication to research with a commitment to classic winemaking traditions. The winery owns 3,900 acres of vineyards in the Columbia Valley of Eastern Washington, including Canoe Ridge Estate and Cold Creek. Chateau Ste. Michelle enjoys winemaking partnerships with some of the world’s most distinguished vintners.