Whispering Angel by Château d’Esclans

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

Magrino began working with Château d’Esclans in 2015, quickly propelling the portfolio of premium wines into the national spotlight in the height of the rosé craze in the US. Château d’Esclans is a prestigious estate and winery in Provence, France producing some of the finest and top-selling rosé wines in the world. The portfolio includes four premium wines that epitomize the classic rosé style of Provence. In 2019, Château d’Esclans released its 12th vintage of its flagship Whispering Angel under the leadership of Sacha Lichine, who has elevated these wines to the premium, prestigious level he envisioned for Provence rosé. 

STRATEGY

Magrino kicked off 2016 by announcing the milestone 10th anniversary of Château d’Esclans under the leadership of owner Sacha Lichine. Magrino secured top tier press coverage through private tastings with Sacha during two New York media trips, followed by a luxurious 10th anniversary party at the namesake in Provence with 300+ friends of the brand, garnering additional coverage in wine and lifestyle outlets including The New York Times, Food & Wine, Town & Country, New York Post, Vogue, Fortune and more.
 
Heading into 2017, Magrino expanded into digital work with the portfolio, securing influencers and creating content at on-brand events throughout the year. Magrino worked collaboratively with Château d’Esclans to activate at hundreds of events around the world from South Beach Food & Wine to Coachella and the Nantucket Wine Festival, Aspen Food & Wine to Cannes Lions, Pinknic and beyond.

Magrino has also forged partnerships with likeminded brands ranging from rosé-infused Sugarfina gummy bears (resulting in more than 4.5 billion media impressions) to custom stationary with Dempsey & Carroll and yacht parties with Barton & Gray Mariner’s Club.
 
Capitalizing on the momentum with Whispering Angel, Magrino launched a new wine targeted to the millennial audience – The Palm by Whispering Angel – in early 2018. Magrino has secured more than 100 million impressions for The Palm by Whispering Angel since launch.
 
Through 2019, Magrino continued generating positive press surrounding the brand’s trendsetting and category leadership sparked by Sacha’s vision to bring the rosé category to where it is today. Feature stories in Fortune, The Economist, Quartz, Good Day New York, Vogue, Bloomberg, and The New York Post all pointed to Château d’Esclans as the leader in the market and successful business case study. Magrino also executed an exclusive West Coast party and additional design partnerships in the San Francisco market to further continue the year=round rosé messaging. In addition, the brand has seen various sponsorships including the Pre-Met Gala Party at Stonewall Inn, Pinknic at Randall’s Island, The Hampton Classic and The Glass House Summer Party. Following a successful year, Château d’Esclans Whispering Angel was named the number one current brand leader in the U.S market.

SOLUTION

Between the acclaimed quality wines, the quintessential rosé lifestyle of St. Tropez and more, Magrino has leveraged creative angles with media to secure more than 900 stories and 6.4 billion media impressions since 2015.