Live Nation x Chateau Ste Michelle

Chateau Ste. Michelle, Washington’s largest winery, partnered with Live Nation to become the official wine brand across hundreds of U.S. music venues. The partnership marked a bold step into the live music world, requiring a launch that felt disruptive, premium, and scalable. Our task was to design and deliver a fully integrated brand activation — from pre-announcement influencer kits to nationwide merchandise and POS — that would elevate wine into the live music experience and make CSM unforgettable on stage and off.

The Challenge

The opportunity was massive — but so was the challenge. How do you make a wine brand stand out in an environment dominated by beer, spirits, and fast-moving consumer brands? The activation needed to break through the noise, resonate with both influencers and fans, and cement CSM’s identity as the wine brand for live music.

The Solution

Influencer & Press Launch Kits
We engineered luxury, made-in-USA launch kits unlike anything the wine industry had seen:

  • Soft-touch boxes with neon backlighting that activated on opening

  • Bluetooth speakers that lit up, co-branded stickers, and premium drinkware

  • Built-in RFID chips that launched exclusive YouTube content with a tap

Venue Merchandise & POS
To bring the brand to life across hundreds of venues, we designed and delivered:

  • Corkscrews imported from Spain, ice buckets, napkin holders, and apparel

  • Illuminated bottle glorifiers that made CSM wines shine under concert lights

  • Custom electric guitars as POS dealer loaders — turning wine into rock-and-roll theater

Nationwide Fulfillment
We managed end-to-end logistics to support Live Nation’s trade teams:

  • Coordinating replenishment across amphitheaters, clubs, and stadiums

  • Operating a digital pop-up store with global fulfillment to extend reach beyond the venues

The Execution

  • Pre-announcement: Influencer kits shipped to media, partners, and key voices to spark buzz

  • Launch: Merchandise and POS deployed nationwide across Live Nation’s venue ecosystem

  • Ongoing: Ongoing replenishment and fulfillment to keep the brand presence consistent, tour after tour

The Impact

The partnership became a landmark moment in Chateau Ste. Michelle’s history. Our activations:

  • Generated unprecedented pre-buzz through high-touch influencer engagement

  • Delivered a consistent, premium brand presence across the Live Nation ecosystem

  • Elevated wine into the live music space with immersive activations never before seen in the category

👉 From RFID-triggered launch boxes to glowing bottle glorifiers to guitars that stole the stage — we transformed a sponsorship into a cultural moment.