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Chateau Ste. Michelle Introduces New Indian Wells Packaging

Oct 30, 2007

Chateau Ste. Michelle, Washington’s founding winery, introduced new packaging for its Indian Wells tier in fall 2007. The first wine to bear the new label was the 2006 Indian Wells Chardonnay which released in early October.

“Our goal for the new Indian Wells package is to strengthen the tie to Chateau Ste. Michelle and convey a “step-up” from the Columbia Valley tier,” said Jan Barnes, Director of Marketing at Chateau Ste. Michelle. “The original package was designed for the on-premise environment, so we improved branding, brought in elements of the Chateau with a rich sepia-toned illustration and featured “Indian Wells” with a bold red diagonal graphic. This label is confident and communicates “quality” for the tier which falls in the hot $15-18 retail price segment.”

Chateau Ste. Michelle’s Indian Wells tier features “Best of Region” wines from a collection of warm-climate vineyards including the Indian Wells Vineyard, Wahluke Slope to the north and Cold Creek to the south. The wines are luscious and lively – producing full, jammy reds and juicy, tropical whites.

Introduction of the new packaging continues through the first quarter of 2008 with the release of Chateau Ste. Michelle’s Indian Wells 2005 Cabernet Sauvignon, 2005 Merlot and 2007 Riesling.

Chateau Ste. Michelle's portfolio includes Columbia Valley wines styled to bring out the varietal character of the region; Indian Wells tier, reflecting best of a region; Single Vineyard wines that epitomize the ultimate sense of place; Ethos wines, representing the winemaker’s expression of the finest fruit of the vintage; and Artist Series, a Bordeaux-style blend styled for power and longevity.

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 Chateau Ste. Michelle label since 1967. The winery combines an ongoing dedication to research with a commitment to classic winemaking traditions. The winery owns 3,400 acres of vineyards in the Columbia Valley of eastern Washington, including Canoe Ridge Estate and Cold Creek, one of the state’s oldest and most acclaimed vineyards. As part of the winery’s ongoing pursuit to quality, Chateau Ste. Michelle enjoys winemaking partnerships with two of the world’s most distinguished vintners. Col Solare is an alliance with Tuscany’s Piero Antinori and Eroica Riesling is a partnership with the Mosel’s Ernst Loosen.

Jennifer Kang
(425) 415-3336

Indian Wells label on bottle