Extends Live Nation Partnership & Supports Artists with Sweet Relief, giving Back to Artists and Musicians in Cities where its Wines are Served
The Washington Winery Expands Connections with Consumers and Artists Nationwide, Strengthening its Commitment to Music and Wine Experiences
Woodinville, Wash. – Chateau Ste. Michelle, Washington’s founding winery and host to the Pacific Northwest’s most beloved summer concert series, is deepening its connection to live music with an extension of its national wine sponsorship with Live Nation. This renewal strengthens the winery’s commitment to uniting wine and music, bringing its award-winning wines to millions of fans nationwide.
Reaching More Fans with Live Nation
As Live Nation’s Official Wine Sponsor through 2027, Chateau Ste. Michelle continues its fully integrated partnership with the world’s largest live entertainment company. Since 2023, this partnership has connected the brand with tens of millions of fans annually through on-site activations, digital marketing, social media and influencer campaigns, e-commerce initiatives, consumer sweepstakes, and national retail programming.The winery’s presence spans 45 amphitheaters and 32 clubs and theaters nationwide.
Chateau Ste. Michelle’s presence at Live Nation venues is shaping perception in a powerful way—wine-drinking fans now see the brand as more upbeat and fun (+51%) while appreciating its high quality and approachability (+38%). Those experiencing the brand at Live Nation venues feel a deeper connection, with:
- 83% viewing it more favorably
- 82% more likely to purchase
- 64% more likely to say it’s a brand for their generation
Building on this success, Chateau Ste. Michelle will continue to expand its presence at amphitheaters in San Diego, Dallas, Charlotte, West Palm Beach, New York City, and Chicago—bringing its world-class wines and immersive brand activations to even more music fans. For more information on the partnership, visit www.ste-michelle.com/live
“For nearly 60 years, fostering connections and shared experiences has been the core of Chateau Ste. Michelle’s mission and for 40 of those years, music has been inherent to this foundation,” said Perris Fiori, Vice President, Brand Marketing at Ste. Michelle Wine Estates. “Our partnership with Live Nation has given us a powerful platform to share our passion for music with millions of fans across the country and we look forward to engaging new and returning consumers over the next three years.”
Supporting Artist and Musicians Across the Country
Driven by a long-standing passion for music and stewardship to the people and communities that help it flourish; Chateau Ste. Michelle will partner with Sweet Relief Musicians Fund to give back to artists and musicians in cities where its wines are served.
In 2025, Chateau Ste. Michelle will donate to Sweet Relief Musician Regional Funds to support the well-being of local musicians in communities across the Pacific Northwest, Texas, Chicago, Atlanta, and Tennessee. The winery will proudly direct donations to supporting Sweet Relief’s fund benefiting artists affected by the LA Wildfires in California.
“The soundtracks to our most cherished memories are often created by artists who have had to carve their own path,” said Fiori. “Their journey is rarely easy or linear, yet they continue to create music that moves us, brings people together, and transcends boundaries. Through our partnership with Sweet Relief Musicians Fund, we’re turning our love for music into meaningful support for the artists who make it possible.”
Aric Steinberg, Executive Director of Sweet Relief Musicians Fund adds, “we’re thrilled to work with Chateau Ste Michelle to help musicians around the country; it’s an honor to partner with such an iconic brand with aligned values and a deep appreciation for creators and the difficulties they face along the way. We’re excited to launch the partnership this year and look forward to many more to come!”
Return of the Iconic Chateau Ste. Michelle Summer Concert Series
Chateau Ste. Michelle recently announced the lineup for its 2025 Summer Concert Series at its picturesque outdoor amphitheater outside Seattle. The iconic Woodinville winery will once again welcome music lovers from throughout the Pacific Northwest to enjoy their favorite artists throughout the summer months. Running from late May through September the series will feature 30 concerts across pop, rock, jazz, blues, and country. Artists include James Taylor, Maren Morris, Tash Sultana, and many more. For the summer concert schedule, visit ste-michelle.com.
About Chateau Ste. Michelle
Chateau Ste. Michelle founded a wine region and we’re not done blazing trails yet. We honor our nearly 60-year legacy of making world-class Washington wine, while taking bold steps to build our future with 2,600 acres of sustainably-farmed estate vineyards, state-of-the art cellar technology and talented, passionate winemaking team led by head winemaker Katie Nelson, with 30-years of Washington winemaking experience. Chateau Ste. Michelle continually strives to delight wine drinkers with an array of wine styles and immersive winery experiences and events, while staying focused on crafting award-winning, flavorful wines that are the ultimate expressions of Washington state. For more information, visit ste-michelle.com.
About Sweet Relief
Sweet Relief was founded in 1994 by singer-songwriter Victoria Williams, and has been providing financial assistance to all types of career musicians and music industry workers ever since. Over the years, Sweet Relief has provided financial assistance to countless members of the music community who are struggling to make ends meet while facing physical or mental health issues, disability, or age-related problems.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.
