Sinners and Saints

The Chardonnay (Saint) and Red Blend (Sinner) wines both feature a unique label design with hidden glow-in-the-dark features—the first of its kind. 

“We launched this brand on a consumer insight that human “good” and “bad” are not mutually exclusive,” said Maggie Streng, Senior Marketing Manager, Innovation at Ste. Michelle Wine Estates. “Everyone has a little good and bad in them and this brand believes that one’s true self lies somewhere between a virtuous good side and an indulgent dark side. Now more than ever consumers are turning inward to find balance and embrace all aspects of themselves.” 

“The glow-in-the-dark label,” continues Streng, “offers a dynamic consumer engagement without the need to download an app or use augmented reality. Both labels, while different in the light, reveal the same praying skeleton in the dark, suggesting that whether you are a sinner or a saint, we’re all the same at the core.” 

Each wine holds its own individually on the shelf, but when merchandised together, they tell an even more compelling story for consumers to enjoy. People are then given the chance to reflect and choose whether they want to identify as a sinner or a saint.