Whispering Angel Turns 20: How Rosé Became a Luxury Icon

By JQ Louise | Voices of Luxury

"No more Rosé all day. Rosé is here to stay."

In the sun-drenched hills of Provence, a quiet revolution has been taking place. At the heart of it is Whispering Angel, the now-iconic rosé that helped transform pink wine from a summertime afterthought into a symbol of global luxury. As Whispering Angel celebrates its 20th vintage, I sat down with Paul Chevalier, Vice President and Global Marketing Director at Château d’Esclans, to reflect on two decades of innovation, strategy, and unexpected success.

A French-American Story

Chevalier's journey began in New England and led him to France, where his passion for wine took root.

"I’ve been in the wine business pretty much all of my life."

After connecting with Sacha Lichine, the visionary founder of Château d’Esclans, the pair set out to do the unthinkable: make rosé serious.

"When we started 20 years ago, no one was drinking rosé outside of the South of France. It had a reputation for being sweet and unserious. We wanted to change that."

Marketing Without Advertising

Unlike traditional wine marketing built on magazine spreads or prestige placement, the Whispering Angel strategy was rooted in direct engagement.

"It wasn’t about advertising, it was about being in the right places, getting glasses in hands, and letting the quality speak for itself."

From elite enclaves like the Hamptons and Palm Beach to private islands like Mustique, Chevalier and Lichine relied on what they call "liquid to lips" to create emotional connections that outpaced expectations.

From Entry-Level to Estate-Bottled Elegance

Whispering Angel may be the headline act, but Château d’Esclans is no one-hit wonder. With over 200 hectares of vineyard, the estate produces a full range of rosés, including small-batch, estate-grown expressions that rival fine whites and even reds in complexity and pairing potential.

"Some of our cuvées are fermented in barrels and made from old vine Grenache and Rolle. They hold up to filet mignon, lamb chops, even duck."

Yet, rosé still struggles for respect in fine dining. Chevalier sees this as the next frontier:

"You won’t find much rosé on Michelin-star wine lists yet, but that’s changing. We’re here to prove that rosé deserves a seat at the table."

Wine for a New Generation

Approachability remains central to Whispering Angel’s success.

"Wine can be intimidating. Whispering Angel makes it easy for new consumers to enter the category."

That accessibility, paired with a quality-driven process, has built generational loyalty — starting with millennials 20 years ago and now turning to Gen Z. The brand's alliance with Moët Hennessy is accelerating this global growth, from Formula One partnerships to new markets across Asia and Brazil.

A Provence Insider's Guide

For those eager to sip Whispering Angel where it all began, Chevalier recommends skipping the coast and heading inland.

"Everyone goes to Cannes and Saint-Tropez, but the inland villages are where the magic happens."

His top travel tip: visit in September during the harvest, when the weather is ideal and the crowds are gone.

"We haven’t even developed the full potential of wine tourism in Provence yet. There is so much to explore."

Looking Ahead

As the 20th harvest begins, Chevalier hints at a special label release and global events to mark the milestone. But the core mission remains unchanged:

"It was never just about Whispering Angel. It was about changing how the world sees rosé."

And that mission is far from over.