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Chateau d’Esclans Rebrands Entry-Level Offering As “The Beach”

April 4, 2022

Château d’Esclans, maker of Whispering Angel rosé, has announced the Beach, a rebrand of the winery’s entry-level rosé, previously known as the Palm. The rebranded wine is still sourced from the south of France and made from Grenache, Cinsault, and Syrah. The Beach comes with a focus on sustainability, featuring lighter glass and making its debut with a partnership with the Surfrider Foundation, an ocean preservation-focused non-profit. The rebrand comes amid a long-term upswing for Whispering Angel, its offshoots, and the wider Provence rosé category. Last year, according to Paul Chevalier, vice president for Château d’Esclans at Moët Hennessy USA, the brand was at over 500,000 cases in the U.S.

The Beach, like the Palm before it, is aimed at Millennial and Generation Z consumers entering the rosé category. “There are many new rosé brands and Whispering Angel’s become a little bit more expensive as well. So we said, we need a wine specifically for this generation,” said Chevalier. The Beach will launch nationwide on May 1, carrying a suggested retail price of $18 a 750-ml.—Shane English

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