Chateau Ste. Michelle, Washington’s oldest winery and host of a famous Pacific Northwest summer concert series, has partnered with Live Nation, the world’s leading live entertainment company, to become its first national wine category sponsor. The collaboration will allow Chateau Ste. Michelle to be the official wine sponsor at many Live Nation venues and three music festivals across the United States, providing on-site activations, collaborations, sweepstakes, and more.
The partnership will enable Chateau Ste. Michelle to reach millions of fans annually as the official wine sponsor at many amphitheaters, clubs, and theaters across almost 40 cities nationwide through Live Nation’s live music platform. Additionally, visitors to popular music festivals like 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. According to Live Nation research, 83% of fans are open to sampling a new beverage while attending a live music event, and half of fans believe it can make the experience even more memorable.
Guillermo Sanchez, Senior Vice President of Marketing for Chateau Ste. Michelle, explained that since the first concert in 1984, Chateau Ste. Michelle has welcomed individuals from all walks of life to its Woodinville winery for unforgettable summer nights celebrating a shared love of music and wine. He added that music, like wine, has the power to bring people together, create connections, and shared experiences, and the company is thrilled to share its passion for wine and music with a new generation of fans across the country through its partnership with Live Nation.
Russell Wallach, Live Nation’s Global President of Media and Sponsorship, noted that exceptional live music experiences for fans include high-quality food and beverage options, and individuals passionate about live music often share a love for wine. The partnership will allow fans to pair Chateau Ste. Michelle’s award-winning wines with their favorite artists at Live Nation’s events.
The partnership will also help ignite peoples’ passion for music and wine through a dedicated website featuring an interactive quiz, custom merchandise, and more. Additionally, a national sweepstake will award seven grand prize winners the ultimate VIP flyaway concert experience to a Live Nation show of their choice 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, which is a beloved summer tradition in the Pacific Northwest. The concert series, which runs from late May to September, features up to 40 concerts across a range of genres, including pop, rock, jazz, blues, and country. The winery will announce its 2023 Summer Concert Series lineup in the spring. Chateau Ste. Michelle hosts up to 4,300 attendees per show at its picturesque outdoor amphitheater on its historic 118-acre winery, located just 35 minutes outside Seattle.
“We are honored that enjoying a concert at Chateau Ste. Michelle has become such a quintessential part of the Pacific Northwest summer experience,” said 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.”
