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Washington Vintners Look To Tap The Higher Pricing Tiers

November 11, 2019

Ste. Michelle is reloading with four new launches slated for 2020. Altered Dimension, sporting a "visual perception-bending package," will carry a suggested retail price of $15 for its Cabernet Sauvignon and $13 for its Sauvignon Blanc and rosé. Fruit & Flower Chardonnay will retail for $12 a 750-ml. and will also be available in cans. Liquid Light, a single-SKU Sauvignon Blanc, will sell for $13 a 750-ml. Finally, Ste. Michelle will extend Borne of Fire, initially a $25 Cabernet Sauvignon, to include a Chardonnay, priced at $17