A Global Wine Icon Sets a New Digital Standard

The ongoing digital brand re-invention of highly regarded Ste. Michelle Wine Estates sets a new industry standard with the online presence for Washington’s founding winery, Chateau Ste. Michelle. A website extends to integrated commerce, responsive wine store, and mobile site all driven from the same content delivery platform that informs other SMWE brands. The result creates a seamless user experience for brand engagement or purchase transaction, on any device.

More Approachable, More Accessible, More Navigable

Like a friend nudging you to enjoy the finer things, the new presence appeals to a slightly younger, budget-minded customer. Dramatic imagery of the renowned winery combines with features and content that transition positioning toward approachability. Careful navigation and cross-pollinating create an intuitive user experience to always get the full brand picture within two clicks.

Depth of Content. And Engagement.

Content adds value throughout. The Wine & Food section offers tips and filters pairings of cuisines with Ste. Michelle wines. A sleek Wines section showcases an extensive portfolio while affording each bottle its own focal imagery, in-depth description, accolades, purchase links, recipe cross-links, and even downloadable fact sheets for trade and restaurant customers. Riesling Leadership tells the story of how Ste. Michelle became the largest producer of Riesling in the world.

Launch Site

Wine Happens Here

Events are a strength of the Chateau Ste. Michelle brand, and a point of focus and elevation online. A section dedicated to their signature Summer Concert series allows you to check concert information and purchase tickets, or view past and future seasons. If that's not enough, a robust Private Event section allows you to plan your own.

Calls to (Inter)Action

Beyond buying wine and booking events, visitors have other new "calls to action" and means to engage with Chateau Ste. Michelle. Jump on the Vintage Reserve club wait list. Search favorite wine varietal reviews and awards. Or use the Find Our Wine feature to geo-locate the nearest Ste Michelle wine from desktop or mobile device.

Same Visitor, Different Channels

Across desktop, mobile, commerce, and even social channels, Chateau Ste. Michelle can invite digital visitors to shop, cook, visit, listen, learn, and engage with the brand as never before. And, as with all SMWE brands, it sits atop a robust content management system that seamlessly manages all content under one brand roof.

"To say the site's been well received would be the understatement of the year...we've truly retaken the 'high ground' in the wine industry - we could probably give several other CPG industries a run for their money."

Shawn Byrnes, Vice President, Marketing

Results

+144% Total Page Views

+162% Pages Viewed per Visit

+140% Time Spent on Site