Ste. Michelle Wine Estates Trade Platform: A String Of Pearls Begins With A Single Gem


Creativity Magazine: 2009 Award Winner

To say that the site has been well received would be the understatement of the year. I am continually gratified by the response we have been getting from our sales team, and through them, from our distributor partners. We have truly retaken the "high ground" from our competitors in the wine industry, and I dare say that we could probably give several other CPG industries a run for their money. Thank you once again for the outstanding, and continuing, work that FINE contributes to this important site. Shawn Byrnes, Director, On-premise Marketing, Ste. Michelle Wine Estates

Ste. Michelle Wine Estates is the Northwest’s oldest and most acclaimed producer of premium wines, and is among the Top 10 U.S. wine companies. The company’s portfolio includes Chateau Ste. Michelle, Columbia Crest, Domaine Ste. Michelle, Snoqualmie, Northstar, Col Solare, and Spring Valley Vineyard in Washington; Erath in Oregon; and Stag’s Leap Wine Cellars, Conn Creek, and Villa Mt. Eden in Napa.

The launch of this trade-focused winery website established a data and visual technology platform to reinforce SMWE’s “string of pearls” multi-brand philosophy, and pave the way for a host of brand-specific consumer sites to come.

It provides current, relevant information in a visual way consistent with the craftsman-like image of SMWE’s business, while at the same time providing elegant, effective communication.

Key features of the wine website design include a greatly enhanced download center – a database where users can locate any sort of asset (fact sheets, wine reviews and images) and a two-tiered bundling function within the download center that allows users to group assets together and share them with others via a link within an email. This feature is in a “shopping cart” style and allows users to custom-build assets without passing files over the internet. An industry-leading Sales Resources area is also found on the site, providing a hub for trade to get the myriad of information and resources available for all brands.

A mobile database enables website users out in the field to quickly access acclaim and other technical data for current wine vintages, which is especially helpful for PDA users as the information is compact and easy to view on a hand-held device.

“We’ve built a user-friendly interface, which will really empower the site users,” said Matt Luis, web services manager for Ste. Michelle Wine Estates. “Non technical people will be to find exactly what they’re looking for in a quick and efficient manner. This site is really the best of everything rolled into one web site.”