To stand out in a crowded and competitive wine marketplace, sometimes what is needed is a simple, elegant name that conveys exactly who you are and what you stand for. That’s why Charles Smith, Washington State’s largest winemaker-owned winery and the fourth-largest wine producer in the state, is re-branding itself as Wines of Substance.

That new brand name is meant to convey “the quality of being important, valid and significant.” Instead of colorful or elaborate imagery that might detract from this theme, Wines of Substance will use a black-and-white color scheme that evokes simplicity and elegance.

“Substance is defined as the quality of being important, valid and significant," said Charles Smith. "The driving force behind all of my creations is substance and Wines of Substance is the perfect name to illustrate my philosophy of producing exceptional wines to be enjoyed by everyone around the globe."

This change in name comes following the sale of Charles Smith Wines: The Modernist Collection, which included five wines, to Constellation Brands in October 2016. The brands under the Wines of Substance umbrella will include K Vintners, SIXTO, CasaSmith, Substance and B. Leighton.

First released in 1999, the K Vintners label initiated Charles' style of winemaking, creating some of the highest-rated wines to come from the United States: Royal City, The Creator, Cattle King, The Beautiful, The Hidden, Motor City Kitty and The Boy. K Vintners includes wines of Syrah, Cabernet Sauvignon blends, Grenache, Tempranillo, Sangiovese and Viognier.

It’s easy to see how these wines will be marketed to wine drinkers looking for an “important” wine for a significant event. These are not casual table wines meant for mid-week meals. “The new company name embodies the belief that having delicious wine, pouring it in a glass and sharing it among friends is what matters,” said Charles Smith.

Wines of Substance continues Charles Smith's dedication to producing the absolute best, which begins in the vineyard and ends in the glass. This is evidenced by the fact that in the recent Wine Advocate vintage review, wines in Charles Smith's portfolio scored exceptionally high, including 12 wines at 95 points or higher.

This tradition of excellence started in Walla Walla, Washington, in the late 1990s. In 2015, the company expanded to Seattle with the opening of Jet City, the largest urban winery on the West Coast, which has attracted visitors from around the world. Moreover, winemaker and founder Charles Smith is the only person to have received Winemaker of the Year distinctions by both Wine Enthusiast (2014) and Food & Wine (2009).

So if you’re looking for Charles Smith wines on the retail shelves of your local wine store durign the Fall, remember to look instead for Wines of Substance. The new, more elegant branding is yet another reminder that wine drinkers often care as much about the story and mission of the winemaker as they do about the actual quality of the wine. Winemakers who understand the importance of branding in today’s world can learn a lot from the example of Washington State’s Charles Smith.