Sparkling wine gets refreshing redesign
posted by Kari Embree, Senior Digital Content Editor -- Packaging Digest, 9/20/2013 9:35:13 AM
Beginning this September, consumers can enjoy Michelle sparkling wines from Washington state. Previously known as Domaine Ste. Michelle, Michelle is a fresh take on the wines featuring refined cuvees and new packaging. The Michelle sparkling wines include a Brut, Brut Rose and Extra Dry, available nationwide for the suggested retail price of $14.
Winemaker Rick Casqueiro crafted the wines in the traditional methode champenoise. Premium grapes were sourced from vineyards in Washington state's Columbia Valley. Casqueiro sampled approximately 110 lots of wines before selecting the cuvees to create the assemblages. "We enhanced the cuvees for more body and concentration," says Casqueiro. "The wines are elegant, with bright flavors, beautiful structure and crisp acidity," he added.
Predominantly a blend of Chardonnay and Pinot Noir, the Brut features delicate flavors of apples and citrus with vibrant acidity. The Extra Dry is a slightly sweeter wine with notes of cream and a toasty finish. The Brut Rose is a medium-dry wine predominantly made of Pinot Noir, with soft impressions of berries.
In addition to enhancing wine quality, the packaging of the wines was also refreshed. "With the majority of our sales being made by women, we enhanced shelf appeal with feminine flair," says Brenda Castaneda, marketing manager. "The new packaging features an elegant bottle shape and an attractive white label accented with soft blue (Brut, Extra Dry) and blush (Brut Rose) hues. The wine meets the demand from women seeking a chic and stylish sparkling wine."
"We've built a loyal following of fans for our exceptional quality and value," added Castaneda. "While we've made significant changes to the packaging, the wine remains true to the style and tradition of Domaine Ste. Michelle."