Chateau Ste. Michelle Unveils Brand Renaissance Showcasing Quality, Honoring Legacy and Celebrating Washington Heritage
Woodinville, WA
Washington’s founding winery, Chateau Ste. Michelle, invites wine lovers to rediscover the exceptional wines of the Columbia Valley as it embarks on a brand renaissance featuring a new look for the iconic winery’s award-winning portfolio, investments in wine quality, and elevated guest experiences at its historic Chateau, just outside Seattle in Woodinville.
A Modern Look Rooted in Legacy
Beginning in early 2026, Chateau Ste. Michelle will debut updated packaging that pays tribute to its nearly 60-year legacy while embracing a modern sensibility. The refined yet familiar label features a vintage sketch of the Chateau, a new logo and font, updated foil colors, and textured paper with embossing designed to reflect the premium positioning and exceptional wine quality.
“Our refreshed packaging reflects our rich heritage and our promise to overdeliver on quality,” said Perris Fiori, VP of Marketing, Ste. Michelle Wine Estates. “As we looked to the future, we sought a more elegant look and feel that honors the winery’s legacy and reflects the exceptional quality of wine in every bottle. The refresh is about more than the label, however. At the same time, we’ve invested in winemaking, enhanced our winery guest experiences and reimagined our wine club, all designed to celebrate connection and community.”
Celebrating Washington Terroir
For nearly six decades, Chateau Ste. Michelle has been the driving force behind Washington’s wine industry, elevating Washington wine to world-class status through a blend of tradition and innovation. Today, that commitment deepens with boutique winemaking practices at scale, increased investments in small French barrel fermentation and oak aging, and a refined focus on the region’s top vineyard sites. Head Winemaker Katie Nelson approaches each lot as a unique opportunity to express Washington’s terroir, delivering classic varietal expressions along with distinctive small lot releases and single-site bottlings from the winery’s estate vineyards of Cold Creek and Canoe Ridge Estate, both Sustainable WA and Salmon Safe certified.
This spring, Chateau Ste. Michelle will debut two new additions to its portfolio: the Chateau Ste. Michelle Columbia Valley Red Blend and the Chateau Ste. Michelle Evergreen Vineyard Riesling. Crafted from a blend of Rhône and Bordeaux varietals, the lush and opulent Red Blend will launch nationally with a suggested retail price of $17. Sourced from one of Washington’s premier Riesling vineyards, the Evergreen Vineyard Riesling is a crisp, dry wine offering vibrant notes of lime, blood orange and delicate floral notes, with a touch of minerality. It will be available at select fine wine shops with a suggested retail price of $29.
“Eastern Washington offers incredible growing conditions with warm days, cool nights, and volcanic soils that create wines of complexity and balance,” said Nelson. “With each bottle, I strive to capture what makes Washington special and craft wines of character that people truly enjoy.”
A Destination for Immersive Wine Experiences
The spirit of the brand comes alive at the winery’s scenic Woodinville estate, where guests can indulge in curated tastings, pairing menus, blending sessions, and seasonal experiences such as elevated private tastings in the winery’s cabanas, winter igloos and the rose garden. This March, Chateau Ste. Michelle will announce its highly anticipated 2026 Summer Concert Series lineup, one of the Pacific Northwest’s most beloved summer outdoor traditions.
The winery has also reimagined its popular wine club. The newly launched Chateau Society Wine & Social Club offers exclusive access to rare limited-release wines, unique wine experiences, winemaker dinners, wine education and member socials designed to foster community and bring people together.
A New Chapter of Washington Ownership
Recently, Ste. Michelle returned to local private ownership for the first time in 50 years through acquisition by the Wyckoff family of Eastern Washington. With deep respect for Washington heritage, terroir, quality and community, Chateau Ste. Michelle is poised to raise the bar for Washington wine for decades to come.
About Chateau Ste. Michelle
Chateau Ste. Michelle is Washington’s founding winery and a driving force behind the state’s global reputation for world-class wines. For nearly 60 years, we’ve crafted award-winning wines that balance structure, complexity, and elegance - shaped by Washington’s distinctive growing region and guided by Head Winemaker Katie Nelson. Our portfolio spans classic varietals, iconic estate vineyards, and small-lot releases that resonate with collectors and casual enthusiasts alike. Just outside Seattle, our historic estate in Woodinville invites guests to experience wine beyond the glass through immersive tastings, a dynamic culinary program, and our nationally recognized summer concert series. With a legacy of innovation and deep respect for place, Chateau Ste. Michelle continues to raise the bar for Washington wine as an iconic, trusted, welcoming winery made to foster connections.
Digital Assets
Chateau Ste. Michelle Media Kit
- Wine Portfolio Photos
- Winery Photos
- Winery Videos
- Winemaker Photos
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For further information:
Lynda Eller
lynda.eller@smwe.com
