Chateau Ste. Michelle Partners with Live Nation as First-Ever National Wine Sponsor
Chateau Ste. Michelle, Washington’s founding winery and host to the Pacific Northwest’s most beloved summer concert series, has partnered with the world’s leading live entertainment company Live Nation to become its first-ever national wine category sponsor.
The wide-reaching, multi-year partnership encompasses on-site activations, digital marketing, social media campaigns, ecommerce initiatives, influencer collaborations, consumer sweepstakes, national retail programming.
Chateau Ste. Michelle will reach over 18 million fans annually as the official wine sponsor at 46 amphitheaters, 32 clubs and theaters across 39 cities nationwide. Fans at popular music festivals including Two Step Inn in Texas, The Governors Ball in New York and III Points in Miami, Florida can enjoy Chateau Ste. Michelle’s wines in an on-site lounge inspired by its iconic French-style Chateau.
Live music fans are known for their adventurous spirit, particularly when it comes to trying new products at concerts. According to Live Nation research, 83% of fans are open to sampling a new beverage while attending a live music event, and 1 in 2 fans agree that doing so can make the experience even more memorable.
“For fans, an exceptional live music experience goes beyond great music and includes a wide range of high-quality food and beverage options," said Russell Wallach, Live Nation's Global President of Media and Sponsorship. "Unsurprisingly, people passionate about live music often share a love for wine. So, we're thrilled to offer fans the opportunity to pair Chateau Ste. Michelle's award-winning wines with their favorite artists at our events."
The partnership will also come to life outside the venue environment to ignite peoples’ passion for music and wine through dynamic touchpoints including a dedicated microsite at ste-michelle.com/live featuring an interactive quiz pairing your favorite concert vibe with Chateau Ste. Michelle wines, custom merchandise and more.
In addition, a national sweepstakes will award seven grand prize winners the ultimate VIP flyaway concert experience to any Live Nation show across the country, as well as point-of-sale promotions at thousands of retail outlets nationwide.
Live Nation will also expand its current booking of Chateau Ste. Michelle’s Summer Concert Series, a popular rite of summer in the Pacific Northwest. Chateau Ste. Michelle hosts up to 4,300 attendees per show at its picturesque outdoor amphitheater at its historic 118-acre winery, just 35 minutes outside Seattle.
The Chateau Ste. Michelle Summer Concert Series runs from late May through September and features up to 40 concerts across pop, rock, jazz, blues and country. Artists including John Legend, Stevie Wonder, Bob Dylan, Santana, One Republic, Goo Goo Dolls, Counting Crows, and Fitz and the Tantrums, to name a few, have performed for locals and visitors of the Pacific Northwest. The winery will announce its highly anticipated 2023 Summer Concert Series lineup in the Spring. Visit ste.michelle.com for updates.
“Since our first concert in 1984, Chateau Ste. Michelle has welcomed people from all walks of life to our Woodinville winery for memorable summer nights celebrating a shared love of music and wine,” explains Guillermo Sanchez, senior vp-marketing for Chateau Ste. Michelle.
“We are honored that enjoying a concert at Chateau Ste. Michelle has become such a quintessential part of the Pacific Northwest summer experience,” adds Sanchez. “We’re thrilled to be partnering with the world’s leader in live entertainment to take our concert series to the next level and deliver elevated experiences for music fans in our community.”