March 26, 2025 | GRLA X Château D'Esclans

On March 27th, GRLA had the pleasure of welcoming Paul Chevalier, the Global Marketing Director and Vice President at Moët Hennessy, Château d’Esclans for a conversation to discuss the growth of his career, and how he helped in pioneering the “Rosé Revolution”. The brand Whispering Angel “started with a whisper” as Paul explained, after the acquisition of Chateau d’Esclans in 2006, built from the ground up and driven by a vision of elevating rosé wine.

He explained that one of their biggest obstacles to overcome was rosé’s reputation as a seasonal and lower quality wine. Thus, they directed their focus on quality production, marketing, and global expansion. With Paul, the brand was able to take rosé beyond summer by promoting it as an all-year drink, leveraging events like après-ski in Aspen and Chamonix, and connecting with holidays like Christmas and Valentine’s Day. They emphasized education and personal engagement, with a strong belief that teaching about wine would create lasting customers.

A key element of their success was balancing affordability with an elevated, luxury brand image. They focused on strong brand storytelling, iconic packaging inspired by the cherubs in their very own chapel at Chateau d'Esclans, and strategic presence in high-end locations. When promoting wine, “the idea was about being in the right places,” Paul said.

Despite rosé’s growing popularity, concerns remained about younger generations' declining interest in wine. However, Paul believes that continued education and cultural connection are vital to keeping wine relevant, saying that the key is “remaining inclusive and learning how to appeal to everyone.” Ultimately, the mission at Whispering Angel is to make rosé timeless, accessible, and desirable to all.