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Former tobacco executive is making his mark at Ste. Michelle Wine Estates

June 17, 2019

Under Jim Mortensen, Ste. Michelle has replaced key members of its senior management team. It has announced plans to pare back its sprawling product portfolio. As important, the winery has rolled out an aggressive marketing campaign that departs, often dramatically, from the 52-year-old institution's somewhat staid brand. ... to truly rekindle the growth from its glory years, Ste. Michelle must win over millennials. That generation, which will hit its prime wine-drinking years over the next five to 10 years, is large enough to easily replace boomers' fading demand - but thus far, it hasn't picked up wine