The ongoing digital brand re-invention of highly
regarded Ste. Michelle Wine Estates sets a new industry
standard with the online presence for Washington State’s
founding winery, Chateau Ste. Michelle.
The digital evolution reflects a change in approach to
align the brand’s core current customers with emerging
new ones. Dramatic imagery of the renowned winery
combines with new features and content that transition
more formal positioning toward approachability. The
new presence appeals to a younger, budget-minded
customer who still wants to enjoy a great glass of wine.
Careful navigation and cross-pollinating help maintain
an intuitive user experience where no more than two
clicks are ever needed. Hover over the website’s
navigation, and a drawer opens to reveal sub-options,
direct links to upcoming events, and featured recipes.
It’s one small demonstration of how simple site
behaviors help connect complementary elements of the
holistic Ste Michelle brand story – the estate, wines,
recipes, events – so visitors get the full picture no matter
which path they take.
Events are a strength of the Chateau Ste. Michelle brand,
and a point of focus and elevation online. A section
dedicated to their Summer Concert series, accessible via
the main nav, allows visitors to check up-to-date concert
information and purchase tickets. A filterable event
calendar, also home page accessible, includes all
information visitors need to attend wine dinners,
tastings, concerts, and release parties.
Across desktop, mobile, and commerce, Chateau Ste.
Michelle can now invite digital visitors to shop, cook,
visit, listen (check out the My Chateau Pandora channel),
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 multiple
winery websites under one brand roof.