Pink Power

How Whispering Angel turned Rosé into a global luxury icon

By Kelly Henry

Renowned as the world’s number one–selling rosé, Whispering Angel is marking a milestone. With the release of its 2025 edition, it is celebrating the wine’s 20th vintage.

Two decades ago, rosé was “poo-pooed” among wine connoisseurs, as a silly summer indulgence; pleasant, pink, but rarely taken seriously. Today, Whispering Angel is proof of how far the category has come, not only reshaping the perception of rosé but also helping ignite what is now described as a global Rosé Renaissance.

From its origins at Château d’Esclans in Provence, France, Whispering Angel has turned the pale pink wine into a symbol of French “joie de vivre!” It has also established it as the benchmark for premium rosé.

The wine has sustained major global sales growth while keeping a lock on its position as the number one rosé worldwide and the number one French wine in the United States.

At the heart of this sweet success story is vino visionary and winemaker Sacha Lichine. Sacha, often called the “Architect of the Rosé Renaissance,” made it his life’s work to elevate rosé to the same level of reverence as the world’s great wines. What followed was a masterclass in quality, positioning, and patience.

“Since the beginning, Sacha Lichine had a vision to redefine rosé, but it was always first of mind that the quality needed to be the ‘Best in Class.’” says Paul Chevalier, Vice President at Château d’Esclans. “So, I think the wine speaks for itself, the bone-dry, pale, elegant style. As we say in the business, ‘the wine is in the bottle’.”

What appears to set Whispering Angel apart is the way it was introduced to the world. “I think it’s important to note how we positioned Whispering Angel; it wasn’t just another wine (in our case ‘rosé’…) entering the market; it became a symbol of status, quality, and luxury while remaining attainable and approachable,” Chevalier explains. “It was a wine for everyone to enjoy with very few barriers. That balance allowed the wine to resonate widely and pioneered a new way of thinking about rosé.”

This idea of “accessible luxury” proved to be revolutionary! “We created an accessible luxury which sparked the ‘rosé revolution’ and reshaped the category’s image,” Chevalier continues. “Rosé is no longer strictly associated with casual, warm-weather sipping, but rather a year-round staple.”

That shift did not come easily. Lichine and Chevalier say they had their fair share of resistance and were at times outright dismissed. “Early on, the biggest resistance was the perception that rosé was casual, seasonal, and not made to be taken seriously. Cheap and cheerful. One had to get used to people saying no. Many viewed it as a simple summer wine not worthy of investment, collecting, cellaring, etc.”

But Château d’Esclans would not be dismissed before it ever had time to breathe. “Over time, we have challenged that notion with our commitment to quality, precision, and consistency,” says Chevalier. “Now, rosé from Provence is the benchmark of quality.”

The introduction of more elevated and layered wines, like as Château d’Esclans’ own “Les Clans” rosé, played a critical role. “This shift of perception began with more sophisticated and complex styles of rosé… which now opens the door into the prestige wine category,” adds Chevalier.

And nowhere did that door open wider than on Palm Beach, which seems to have embraced Whispering Angel as part of its popular “pink” lifestyle. “Palm Beach is vibrant, sophisticated, social, with a deep appreciation for quality,” says Chevalier. “A place where people want the ‘best of the best’. Whispering Angel is a natural extension of that lifestyle.”

The alignment is inevitable. Whispering Angel seems to mirror Palm Beach’s polished yet relaxed approach to luxury. “Our meticulous techniques and dedication to excellence result in a complex, rich wine that mirrors the community’s idea of luxury,” Chevalier notes. “Whispering Angel fits naturally, not as a seasonal pleasure, but as a year-round staple, consistently enjoyed by those who see luxury and leisure as part of everyday life rather than a temporary escape.”

There is also deep cultural at play, says Chevalier. “There is also something iconic about the Whispering Angel brand that reminds me a little bit of the beautiful connection back in the 1960s in Palm Beach between Jacqueline Kennedy and the designer Lilly Pulitzer. Shaping American fashion with good taste (no pun intended). In a similar way, a glass of Whispering Angel in one’s hand is a natural fit for Palm Beach.”

Some say Palm Beach is the reason rosé now has a place at the table, literally and figuratively. “The popularity among the Palm Beach community allowed consumers to see Whispering Angel through a new lens: a year-round indulgence rather than a seasonal trend,” Chevalier explains. “Traditionally, rosé lived in a narrow window: summer, vacation, poolside, etc. Palm Beach challenged that notion.

“Whispering Angel appears just as naturally in the middle of January, at weekday country club dinners, or evening galas, as it does on a sunlit terrace. The consistency reflects a different relationship to the wine; one that feels routine versus seasonal.”

As Whispering Angel celebrates its 20th vintage, the future, according to Chevalier, is rooted in the same principles that sparked the revolution in the first place. “It’s all about deepening our commitment to excellence, and that is seen with every vintage,” he says. “We were founded on innovation and visions that were ahead of their time.”

And he says the brand continues to move forward with its treasured team, “For example, Partick Léon, who brought innovative winemaking techniques to Château d’Esclans and Sacha Lichine, who believed there was untapped potential in the rosé category.” Chevalier adds, “With every vintage, we have refined our process and have created something even better than what preceded it.”

Looking ahead, Whispering Angel is showing no signs of withering on the vine. “Looking ahead, I see Whispering Angel remaining at the forefront as benchmark rosé; one that continues to resonate with consumers (and all generations) who value excellence and consistency,” Chevalier says. “Our vocation is to continue to lead with education about the virtues of rosé from Provence. There is still so much to be done as we share our passion for winemaking. And that is something to smile about.”

As Whispering Angel celebrates its 20th vintage, the future, according to Chevalier, is rooted in the same principles that sparked the revolution in the first place. “It’s all about deepening our commitment to excellence, and that is seen with every vintage,” he says. “We were founded on innovation and visions that were ahead of their time.”

And he says the brand continues to move forward with its treasured team, “For example, Partick Léon, who brought innovative winemaking techniques to Château d’Esclans and Sacha Lichine, who believed there was untapped potential in the rosé category.” Chevalier adds, “With every vintage, we have refined our process and have created something even better than what preceded it.”

Looking ahead, Whispering Angel is showing no signs of withering on the vine. “Looking ahead, I see Whispering Angel remaining at the forefront as benchmark rosé; one that continues to resonate with consumers (and all generations) who value excellence and consistency,” Chevalier says. “Our vocation is to continue to lead with education about the virtues of rosé from Provence. There is still so much to be done as we share our passion for winemaking. And that is something to smile about.”