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Customer Case Studies

Ste Michelle Wine Estates

How Ste Michelle Wine Estates scaled social proof with Later to drive cost savings.

Woman in hat and sunglasses pours a glass of wine next to Ste Michelle Wine Estates logo
Woman in hat and sunglasses pours a glass of wine next to Ste Michelle Wine Estates logo

At a Glance

  • 1,821

    Content Assets Created

  • 120M

    Total Reach

  • 12M

    Organic Impressions

  • 808K

    Total Organic Engagements

  • 365

    Product Reviews

  • 4.7

    Avg Star Rating

Later Influence™

Turn influencer marketing into your #1 revenue generator.

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The Objective

Standing out with social proof

The alcohol category was already an extremely crowded space. During the pandemic, alcohol sales skyrocketed, as well as alcohol delivery services. According to Forbes, the online alcohol marketplace grew its gross merchandise value by 3.5x during the pandemic in 2020 alone.

Ste Michelle Wine Estates was faced with the challenge of cutting through the noise. In doing so, they were looking to creatively activate influencers so that they could stand out from their competition and build awareness for their portfolio of brands as well as their new subscription service.

Three images from an Instagram story featuring Ste Michelle wine, a fire broiled steak, and someone drinking wine in the snow
Image of bubbly wine being popped with text reading Making some magic with Chateau Ste Michelle
Man in cap drinks a glass of red wine on a covered porch in the snow
Instagram posts by @jkwinders for Chateau Ste Michelle Ambassadors Campaign

The company also wanted to scale its brands’ fragmented influencer marketing programs to create unified social proof programs.

The Solution

Scaling & diversifying influencer content

Ste Michelle Wine Estates needed to think BIG – spanning far beyond “pretty pictures on Instagram.” Determined to cut through the noise, Ste Michelle Wine Estates sought to diversify its influencer marketing mix and activation strategy to include the creation of ratings, reviews, research and content across channels.

Ultimately, this strategic approach needed to enable the creation of a high volume of social proof to influence today’s consumers at all stages of the buying journey.

Woman kayaking with her dog pours a glass of wine
Instagram story post of creator holding a bottle of rose in front of a bush in bloom
Instagram story post of a bottle of rose laid on a picnic blanket with flowers and charcuterie
Instagram posts by @kellll_bell89, @macschmalz and @carolyncoving for Chateau Ste Michelle Ambassadors Campaign.

Finding female millennial influencers

Through Later’s 20+ influencer search filters, customizable data points and advanced audience insights, Ste Michelle Wine Estates was able to easily find their target influencer persona: female millennials.

It was important to recruit influencers with an audience that was 71.6% over the age of 21, complying with FTC guidelines.

Ste Michelle Wine Estates activated influencers to create content, ratings and reviews, and research in a variety of creative ways.

Later Influence™

Turn influencer marketing into your #1 revenue generator.

Book a Demo
  • By sending influencers products pre-launch, the brands were able to conduct product research and directly implement those findings into their product design and development.
  • With the industry’s very best product photographers charging roughly $ 10,000 per day rates, the company instead had influencers photograph the product to repurpose for their website and social channels.
  • Influencers were also asked to provide ratings and reviews for each product, allowing the brand to impact consumers at pivotal decision-making moments.
Creator drinking white wine in garden stares into camera with text overlay reading Discover your Chateau
Creator drinks wine in bathtub with 3 bottles of Ste Michelle wine next to her
Creator poses sitting on white countertop with a glass of wine and a bottle of wine
Instagram Story by @gretaliaprince for My Chateau Campaign. Instagram posts by @abbyywolfe and @styledbysonika for Elements Launch Campaign

Streamlining processes with Later

Using Later’s influencer marketing platform, brands were able to easily review influencer drafts and concepts and give feedback. This feature also allowed them to ensure and maintain brief, legal, and FTC compliance. This was important because Instagram has strict community guidelines surrounding alcohol advertising. Draft reviews allow for responsible representation of the brand.

The brands were able to securely pay and manage influencers’ cash incentives through Later’s PayPal integration and send products with the push of a button.

Through Later’s integration with PowerReviews, Ste Michelle Wine Estates was able to syndicate high-quality content and reviews across their website and drive higher conversion rates and sales.

The Later software allowed Ste Michelle Wine Estates to save time and gather real-time automatic campaign reporting & analytics, allowing the brand managers to uncover best practices and benchmarks, which were then applied across brands. Since this was being done at scale (across 8 brands), learnings were streamlined and implemented at a much faster pace than they would have been outside of a streamlined platform.

The Results

Gaining efficiencies & scaling influencer programs

Image of woman on boat reaching for a bottle of rose next to key campaign results


Content Assets Created


Total Reach


Organic Impressions


Total Organic Engagements


Product Reviews


Avg Star Rating

Key campaign stats; Still of Instagram Post by @ayealix for Elements Launch Campaign.

Ste Michelle Wine Estates not only scaled their content creation but streamlined their fragmented influencer programs. In doing so, they saved 988.8 hours and $77,715, gaining time and budget efficiencies.

Ste Michelle Wine Estates obtained 1,821 content assets created by Influencers, which totalled 12M impressions and 808K engagements.

Equally impressive, the brand improved its product reviews and star ratings. Specifically, they were able to garner 365 product reviews generated by influencers with a 4.7 average star rating.

Ste Michelle Wine Estates was also able to expand into different types of influencer activations and content while maintaining quality. This allowed the brand to create the breadth and depth of content required to raise brand awareness among its target audience by influencing multiple consumer touchpoints with authentic and trusted content.

Ultimately, the team was able to prove that with Later’s advanced all-in-one platform, they could drive efficiency while also scaling and growing their 8 brand programs under the Ste Michelle Wine Estates umbrella.


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