The Tasting Panel magazine

July 2013

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Page 103 of 149

REVAMPS Not Just a Pretty Face COLUMBIA CREST BACKS UP ITS LEGENDARY QUALITY BY LAUNCHING A STRIKING NEW LOOK by Breanne DeMore/ photos by David Huff S ince its first appearance in 1999, Columbia Crest Grand Estates has held the reputation of being the value wine that constantly over-delivers. Using only the best fruit from Washington State's Columbia Valley and employing artisan winemaking practices, such as hand-stirring the Chardonnay weekly, these wines prove that a grand scale doesn't have to mean sacrificing high quality. Now, Columbia Crest is updating their look with a brand new, eye-catching label. It started with a little research. "When we ran focus groups, we found that we had a very loyal fan base. Once people tried it, they stuck with it," explains Cary Kloster, Senior Marketing Manager for Columbia Crest. "But the previous packaging appeared to get lost on the shelf. It didn't pop or stand out. In other words, it wasn't drawing new customers." The new label for Columbia Crest Grand Estates is still approachable but more confident. 102  /  the tasting panel  /  july 2013 TP0713_100-148.indd 102 6/24/13 6:02 PM

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