Whispering Angel

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

Château d’Esclans is the preeminent rosé from Provence in the United States, and has been engaged with Magrino for many years as agency of record. During this partnership, their portfolio of premium wines has risen into the national spotlight in the height of the U.S. rosé craze.

STRATEGY

Over the years, Magrino has utilized key milestones for the brand to promote it within the press, including the 10th anniversary of Château d’Esclans under the leadership of owner Sacha Lichine, in 2016, activating hundreds of events around the world from South Beach Food & Wine, Coachella, and the Nantucket Wine Festival to Aspen Food & Wine, Cannes Lions, and Pinknic.

Magrino has also forged partnerships with like-minded brands ranging from rosé-infused Sugarfina gummy bears (resulting in more than 4.5 billion media impressions) to custom stationery 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 coordinated an array of events for a soft launch during SOBEWFF followed by a blowout launch party with nearly 300 guests in New York.

In addition to PR outreach and programming, Magrino also launched a brand-new Instagram handle for The Palm, creating a unique brand voice for the new wine.

SOLUTION

To promote the quality wines made by legendary winemaker Patrick Léon and the quintessential rosé lifestyle of St. Tropez, Magrino has leveraged creative angles with media to secure more than 900 stories and 6.4 billion media impressions since 2015, including more than 37 million impressions for The Palm by Whispering Angel within a month of launching.