Chateau Ste. Michelle Cabernet Sauvignon label across vintages

Will this and other recent moves help lead to brighter days for Washington’s oldest and largest winery? 

Chateau Ste. Michelle is unquestionably at a point of transition. The company has made substantial changes to its business in recent years, which now include new ownership and leadership. Adding to this list, the company recently announced a packaging redesign. It is the most substantial change in at least generation and starts with some of the company’s recently released entry-level wines.

“The Chateau Ste. Michelle Columbia Valley tier is the source of pride for us as a company, the heart and soul,” says Ste. Michelle Wine Estates CEO David Bowman. “Oftentimes, these are the first wines that anybody tastes from Washington, and we want them to have a great impression.”

Part of that impression is, of course, what’s on the label. Chateau Ste. Michelle’s Cyrillic lettered logo has been essentially unchanged for decades. The new look logo