Chateau Ste. Michelle overhauls packaging following acquisition
The flagship brand of Ste. Michelle Wine Estates has been given a fresh new look after being acquired by The Wyckoff Family in December. The update marks the first time its bottle design has been revamped in decades.
At the end of 2025, Ste. Michelle Wine Estates, one of the biggest players in Washington wine, was sold by Sycamore Partners to The Wyckoff Family. Shortly after (in January 2026), the Wyckoffs appointed a power duo to run the wine group, which farms around 12,000 hectares (30,000 acres) of vineyards across Washington, Oregon, and California.
In one of their first big moves since being hired, new CEO David Bowman and CFO Anna Mosier have actioned “a brand renaissance” for Ste. Michelle’s core brand, Chateau Ste. Michelle, including a bottle redesign that they said “seeks a more elegant look”.
The bottle’s new design, featuring a vintage-style sketch of the chateau, textured paper and embossing on the label, will be rolled out “in early 2026” and is designed “to reflect the premium positioning and exceptional wine quality.”
More than a label
Speaking of the new design, Perris Fiori, VP of marketing for Ste. Michelle Wine Estates said: “Our refreshed packaging reflects our rich heritage and our promise to overdeliver on quality.
“As we looked to the future, we sought a more elegant look and feel that honours 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.”
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Portfolio extension
In addition to the new look for its wine, Chateau Ste. Michelle will also debut two new additions to its portfolio this spring: the Chateau Ste. Michelle Columbia Valley Red Blend and the Chateau Ste. Michelle Evergreen Vineyard Riesling, to launch with a retail price of US$17 and US$29 respectively.
“Eastern Washington offers incredible growing conditions with warm days, cool nights, and volcanic soils that create wines of complexity and balance,” said head winemaker Katie Nelson. “With each bottle, I strive to capture what makes Washington special and craft wines of character that people truly enjoy.”
Sourced from one of Washington’s premier Riesling vineyards, the Evergreen Vineyard Riesling is described as “a crisp, dry wine offering vibrant notes of lime, blood orange and delicate floral notes, with a touch of minerality”, while the red blend is crafted from a selection of Rhône and Bordeaux varieties.
Finally, Chateau Ste. Michelle has relaunched its Chateau Society Wine & Social Club, offering “exclusive access to rare limited-release wines, unique wine experiences, winemaker dinners, and wine education”, plus social events for members, designed to “foster community and bring people together.”
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