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Ste. Michelle creates Anew Riesling label for women

By Andy Perdue on June 9, 2013

WOODINVILLE, Wash. – This month, Ste. Michelle Wine Estates is launching a new label called Anew, under which it has created an affordable Riesling targeted at female wine drinkers.

The 70,000-case Riesling is priced at $11 and for sale nationwide.

“Anew Riesling is perfect for the woman who enjoys an active, healthy lifestyle but also seeks time to relax and rejuvenate,” said Rebekah Gunderson, who handles marketing for Anew. “The slender and elegant Anew bottle and stylized floral label evoke a feminine sensibility and invites a moment of relaxation.”

Anew is one of the few Ste. Michelle Wine Estates wines packaged under a screw cap (along with some Erath wines and Chateau Ste. Michelle’s Waussie Riesling). The 2012 Anew Riesling is a medium-sweet wine with 2.44 percent residual sugar and a mouthwatering 2.93 pH. The wine uses the International Riesling Foundation‘s Riesling taste profile on its back label.

The wine is made from Columbia Valley grapes.

The new brand, whose wines are made at Ste. Michelle’s Columbia Crest facility in Paterson, Wash., targets consumers who are female, ages 25-45, are looking for new experiences and enjoy an active and relaxing lifestyle.

As part of the brand’s rollout, Anew will be a sponsor of Pamper Me Fabulous, an event series that includes workshops, workouts, spa treatments and wellness info. It will be staged June 23 in Chicago, Sept. 15 in Miami, Oct. 13 in New York and Nov. 10 in Los Angeles.

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About Andy Perdue

Andy Perdue is the editor and publisher of Great Northwest Wine. He is a third-generation journalist who has worked at newspapers since the mid-1980s and has been writing about wine since 1998. He co-founded Wine Press Northwest magazine with Eric Degerman and served as its editor-in-chief for 15 years. He is a frequent judge at international wine competitions. He is the author of "The Northwest Wine Guide: A Buyer's Handbook" (Sasquatch, 2003) and has contributed to four other books. He writes about wine for The Seattle Times. You can find him on Twitter and Google+.