To celebrate the new labels, Chateau Ste. Michelle is giving 40 people a custom virtual interior design package from sought-after interior designer Cassandra Lavalle of @coco.kelley. Whether one’s 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, consumers simply upload a photo of the space they 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. Entries are being accepted until Sept. 10. at 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.