We’re not fans of name changes. A brand spends years and millions of dollars building name recognition and then changes its name. You can almost hear the toilet flushing.
Ste. Michelle Wine Estates made that mistake four years ago, dumping the old name and branding its product “Michelle Sparkling Wines.”
Now it’s correcting that, reverting to the old name and bringing back a classic label. The company acknowledges the original label and name had a strong consumer following.