Chateau Ste. Michelle
× Live Nation

The Challenge

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 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.

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, and operating a digital pop-up store with global fulfillment to extend reach beyond the venues.

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, and 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.