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Exclusive: Shaw-Ross Debuts “The Pale,” A New Provence Rosé From Sacha Lichine

April 30, 2021

Shaw-Ross International Importers has launched The Pale, a new Provence rosé from Sacha Lichine, founder of the Whispering Angel brand that has been a key catalyst of the rosé boom. The new wine is a blend of Grenache, Cinsault, Syrah, and Rolle from the Vin de Pays du Var region of Provence. The name calls back to an old English phrase, “Who’s for a glass of the pale?” and the bottle features New Yorker-inspired art by London’s DesignBridge depicting flappers enjoying glasses of rosé.

“We see this as an opportunity to expand on the popularity of rosé and rival the aperitif cocktail hour,” said Sydney Hunter-Edwards, director of marketing at Shaw-Ross. “The bottle is more akin to a spirits bottle you may see on the bar cart and carries that same physical weight and presence.”

The Pale ($17 a 750-ml.) is debuting initially in New York, New Jersey, Florida, California, Texas, and Washington, D.C. Shaw-Ross sees a bright future for the brand and has already planned to expand The Pale’s distribution following the initial release, with the company targeting about 50,000 cases for its 2021 launch. “By the end of the summer, the goal is to be in retailers nationwide. We’ll also have national e-commerce distribution through Wine.com,” said Hunter-Edwards. “We’re aiming to be one of the market leaders—something that’s going to climb the ladder very quickly, as a disruptive player in the category.”

Shaw-Ross will market the brand through digital activations and live events as on-premise reopenings expand. The Pale will be featured at the South Beach Wine & Food Festival in May and the Pinknic on Governor’s Island in New York City in September. “The target consumer for us skews slightly younger, including sophisticated metropolitan rosé and cocktail drinkers. Think the ‘It Girl’ at the party—leaning female, aged 21-35,” said Hunter-Edwards.

While competition in the rosé category has intensified dramatically in the last few years, Hunter-Edwards is confident that The Pale will develop into a key player, noting Lichine’s strong track record. “Tying back to the quality and caliber of wines by Sacha Lichine is important, as people have come to know and trust that they will be well made, delicious wines,” she said.

Even amid the pandemic and tariffs on French wines, Provence rosé shipments to the U.S. registered nearly 2 million cases last year, up from 120,000 cases in 2010. Lichine’s Château d’Esclans—best known for Whispering Angel—played a big role in that expansion, with volume hitting 525,000 cases last year, up from just over 300,000 cases in 2017. Shaw-Ross previously handled d’Esclans in the U.S. In late 2019, Moët Hennessy acquired a 55% stake in the company, and last year took over its U.S. distribution, with Lichine continuing to guide the Provence-based estate.—Shane English

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