Chateau Ste. Michelle Celebrates Exciting New Look with My Chateau Campaign and Partnership with Interior Designer Cassandra Lavelle

Woodinville, Wash.

This summer, Washington’s founding winery Chateau Ste. Michelle is unveiling a modern, refreshed look on its wine labels.

The bright and colorful label design adds a contemporary twist while drawing attention to the winery’s iconic chateau. To celebrate this milestone, Chateau Ste. Michelle has partnered with the sought-after interior designer Cassandra Lavalle of @coco.kelley as the first Head of Wine Design, a role that perfectly pairs wine and home design. Why this new role? Because Chateau Ste. Michelle believes it’s important to create your own chateau and space that brings you joy and where you can raise your glass– whatever that place may be.


To help get people started on creating their personal chateau, Chateau Ste. Michelle is giving 40 people a custom virtual interior design package from Cassandra. Whether your chateau is in your backyard, or in the closet where the kids can’t find you, Chateau Ste. Michelle and Cassandra understand that Joy is personal and so is where you find it and right now, people are finding it in their personal space.

To enter, simply 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 be awarded $1000 gift cards to make their virtual design package a reality. Valid dates of entry 7/20 12:00am PDT through 9/10 11:59pm PDT.

“Investing in our spaces is not a trend but something that we as a society now truly value more than ever,” said 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 popular Columbia Valley and Indian Wells bottles, reflecting the purity and freshness of Washington fruit through the more vibrant images. For the Columbia Valley labels, the lush 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 dynamic red brushstroke to express the contemporary, lush, New World winemaking style of the opulent Indian Wells wines.

For the first time, the back labels will feature nutrition information, demonstrating a commitment to the wine drinker’s evolving needs. Chateau Ste. Michelle is one of the first major wine brands to make this commitment to nutritional transparency by including this key information on the label.

“At Chateau Ste. Michelle we are celebrating our 50+-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,” said 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.”

For more information and full sweepstakes terms and conditions visit www.ste-michelle.com/MyChateau.

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. For more information about Chateau Ste Michelle, please visit www.ste-michelle.com.

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For further information:
Lynda Eller
Lynda.Eller@smwe.com