Columbia Crest Introduces New Packaging for Its Grand Estates Tier

Paterson, Wash.

Columbia Crest, recognized as the leading producer of acclaimed, high-quality wines from Washington state, has introduced new packaging for its Grand Estates tier. The first wines to feature the new package began shipping nationally in March 2013.

Columbia Crest Grand Estates wines are the embodiment of artisan winemaking on a grand scale. From sourcing the highest quality fruit from the Columbia Valley to hand-stirring 10,000 barrels of Chardonnay weekly, these wines over-deliver in quality vintage after vintage.

The challenge Grand Estates faced was garnering brand awareness to create trial, and the current label was not connecting with new consumers. The new package design was based on this consumer feedback and the label design went from "traditional" to "modern classic."

"The goal of the new package is to appeal to new consumers, while maintaining our current fan base," said Cary Kloster, senior marketing manager for Columbia Crest. "The new look incorporates design elements to improve shelf presence which will lead to greater consumer awareness and trial."

The crest-shaped front label with a color palate of dark grey and rich browns is designed to enhance shelf presence and create a sleek modern feel while the new logo lock-up maintains a classic typeface. The red wines will be encapsulated in platinum foil and sterling capsules will top off the white wines.

"The new label design is modern while maintaining traditional cues that celebrate Columbia Crest’s strong heritage," stated Kloster. "The mix of modern and traditional gives the brand a new image and feel, one that we describe as "modern classic."

According to consumer focus groups, the new "modern classic" look of Grand Estates is "regal, stately, distinguished, classy," it is "simple, undated, intriguing," and "looks more expensive than it is."

"While the look of Columbia Crest Grand Estates package has changed, the artisan winemaking techniques employed to craft luscious, balanced wines with distinctive fruit flavors will remain the same," added Kloster.

The Grand Estates portfolio includes Cabernet Sauvignon, Merlot, a Red Blend, Syrah, Chardonnay, and Pinot Gris. The winery will introduce an unoaked Chardonnay to the tier in August. The wines will begin to transition into the new packaging in March 2013. All wines are available nationally for a suggested retail price of $12 per bottle.

About Columbia Crest
Founded in 1983, Columbia Crest has grown from a small winery in a relatively unknown wine region to one of the most significant wineries in the U.S. and a major force behind Washington state’s emergence as a world class wine region. In 2009, Wine Spectator magazine named the Columbia Crest 2005 Reserve Cabernet Sauvignon the No. 1 Wine in the World on its Top 100 list, the first time a wine from Washington state has received the ranking. More information about the winery can be found at columbia-crest.com.

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For further information:
Jennifer Kang
425/415.3336
jennifer.kang@smwe.com