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elicit Wine Project launches new website, wine subscription service

Posted on August 18, 2020


WOODINVILLE, Wash. (August 17, 2020) – elicit Wine Project, the innovation hub for Ste. Michelle Wine Estates, today announced the launch of its new website and a groundbreaking new wine subscription service.

The elicit Wine Project website – – is the home for the entire elicit portfolio of brands.

The new website includes several consumer-friendly features.

Similar to shopping websites for other products, the elicit Wine Project website will help introduce new wines to customers through recommendations based on what others are shopping.

Recognizing that consumers now enjoy wine in a wide variety of settings, shoppers will also be able to browse not only by varietal or brand but also by occasion – “special occasions,” “weeknight hang,” “2020 survival,” and “day drinking” to start, with additional curated occasion selections to be introduced periodically.

The centerpiece of the new website is the new elicit Wine Project subscription service.

The subscription service offers unparalleled flexibility, allowing shoppers to customize the frequency, quantity, and specific wines for their subscription. The service also features unlimited delivery for just one cent per shipment for each 12-bottle case.

“elicit Wine Project was founded to quickly bring groundbreaking new products, brands, and consumer experiences to market,” said Cary Kloster, Senior Director of Innovation & Proprietary Brands for Ste. Michelle Wine Estates.

“The new website, powered by Microsoft Dynamics 365 Commerce, delivers a truly cohesive shopping experience for every customer, with rich content and personalized shopping features that flow across online and in-person interactions,” said Alysa Taylor, CVP of Business Applications for Microsoft.

Ste. Michelle Wine Estates migrated all its brands to Microsoft Dynamics 365 Commerce earlier this year.

“The new elicit Wine Project website and subscription service combine best-in-class features and benefits from across direct-to-consumer categories to deliver a new standard for the wine e-commerce experience,” said Miia Suortti, Director of Digital & E-commerce Marketing for Ste. Michelle Wine Estates. “We believe our new website and subscription service offer the most consumer-friendly shopping experience in the wine industry.”

“The elicit Wine Project website and subscription service represent important milestones in our journey to modernize our marketing, while placing the consumer at the center of everything we do,” said Francis Perrin, Chief Marketing Officer for Ste. Michelle Wine Estates. “By combining our world-class winemaking talent with modern digital marketing capabilities, we can deliver even greater value to consumers.”

Meanwhile the three latest releases from elicit Wine Project continue to roll out nationally. A launch event originally scheduled for March 12 in New York was canceled due to the COVID-19 pandemic.

Liquid Light™ – a vibrant, crisp, refreshing Sauvignon Blanc from Washington State – was inspired by the recently-discovered fifth state of matter – liquid crystals. The wine also has just 105 calories, three grams of carbohydrates and less than one gram of sugar per five-ounce glass. Liquid Light™ retails for $13.99 per 750ml bottle.

Fruit & Flower™ includes a Chardonnay in 750ml bottles as well as Sparkling, Chardonnay, and Rosé in two-packs of 250ml cans. All three Fruit & Flower™ wines feature fruit-forward flavors, floral aromas, and highly-expressive, fruit and flower-themed packaging. The 750ml Chardonnay retails for $12.99 per bottle, and the 250ml cans retail for $10.99 per two-pack.

Altered Dimension™ – inspired by visually-intensive, perception-bending experiential art installations – is perhaps the most immersive visual experience ever committed to wine bottles. Altered Dimension™ is available in three striking package expressions – black (Cabernet Sauvignon), white (Sauvignon Blanc), and pink (Rosé) – all retailing for $14.99 per 750ml bottle.

The elicit Wine Project portfolio also includes Borne of Fire (, The Cosmic Egg Wine Co. (, INTRINSIC™ Wine Co. (, MERF Wines (, Prayers of Sinners & Saints (, and Tenet Wines (

Adding to its evolving portfolio, elicit Wine Project will announce two new projects in fall 2020. Future projects may also include exclusive offerings for the new website and subscription service.

About elicit Wine Project

elicit Wine Project is the innovation hub for Ste. Michelle Wine Estates. Formed in 2019, elicit Wine Project delivers brands and products that provoke reactions and stir emotions. Grounded in rich consumer insights, elicit Wine Project leverages world-class winemaking and marketing talent to bring brands and products to life that don’t just respond to current consumer preferences but anticipate and create the consumer trends of the future. The elicit Wine Project portfolio of brands includes: Altered Dimension, ANEW, Borne of Fire, The Cosmic Egg Wine Co., Fruit & Flower, INTRINSIC™ Wine Co., Liquid Light, MERF Wines, Prayers of Sinners & Saints and Tenet Wines. For more information, please visit

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