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Shaw-Ross Projects Chateau d’Esclans To Reach 200,000 Cases In U.S. This Year

September 23, 2016

With the imported rosé category soaring in the U.S. market—up 40% to just over 1 million cases in depletions last year—Provence-based Chateau d’Esclans is enjoying remarkable growth. Owned by wine industry veteran Sacha Lichine and imported by Shaw-Ross International, the upscale rosé brand jumped 55% to 118,000 cases in the U.S. last year, earning Impact “Hot Prospect” honors. Since 2012, Chateau d’Esclans has expanded nearly fourfold in the U.S., and this year Shaw-Ross expects it to hit 200,000 cases.

“Chateau d’Esclans has now developed into a lifestyle product, and it has a strong, almost cult following because of that,” says Paul Chevalier, national fine wine director for Shaw-Ross. The brand has been at the forefront of rosé’s U.S. expansion, accounting for about 20% of the overall Côtes du Provence rosé segment.

Despite a flood of new entrants to the category, Chevalier says d’Esclans’ flagship Whispering Angel rosé ($22) remains well-positioned for further progress. “Ten years ago, when we started, the rosé category was almost non-existent in the U.S., and Whispering Angel has certainly been the catalyst in its recent growth,” Chevalier says. “That growth will continue and favor the producers who have the strongest brand image as well as national distribution agreements. That really boils down to just four or five brands.” —Kimberly Tharel

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