Whispering Angel is by far the number one Rose brand in the world - they sold 3.2 million bottles in 2016 and accounted for 20% of the total Provencal Rose consumed in the US. But how did it get to be so popular? Yes, they were one of the first to bring a quality Rose stateside, but more importantly they were able to ride the millenial wave with amazing product image.
For ~$20 + tax you could buy a taste of summer and live the good life. Chateau d'Esclans didn't even have to advertise apparently, and instead relied on partnerships with hip locales such as Soho House (NY), Chateau Marmont (LA), and the Fountainbleau (Miami). With these strategic locations as a foundation, the brand utilized image association as a way to drive growth. Everyone wanted to be seen with the sophisticated bottle that was a sign that they were vacationing somewhere or experiencing extravagance. It echoed a similar sentiment as a bottle of champagne, but for a far lower cost. In addition to partnerships with locations, they also partnered with Sugarfina to release a Rose infused gummy bear to add more fuel to the Rose fire. The gummy bears sold out in 2 hours! Taste alone cannot account for that level of demand. Clearly they hit the perfect spot of price, taste, and hype in order to skyrocket their brand and remain at the peak of the Rose craze.
Sources:
https://vinepair.com/articles/whispering-angel/
https://www.decanter.com/wine-news/whispering-angel-rose-gummy-bears-sold-two-hours-314002/
For ~$20 + tax you could buy a taste of summer and live the good life. Chateau d'Esclans didn't even have to advertise apparently, and instead relied on partnerships with hip locales such as Soho House (NY), Chateau Marmont (LA), and the Fountainbleau (Miami). With these strategic locations as a foundation, the brand utilized image association as a way to drive growth. Everyone wanted to be seen with the sophisticated bottle that was a sign that they were vacationing somewhere or experiencing extravagance. It echoed a similar sentiment as a bottle of champagne, but for a far lower cost. In addition to partnerships with locations, they also partnered with Sugarfina to release a Rose infused gummy bear to add more fuel to the Rose fire. The gummy bears sold out in 2 hours! Taste alone cannot account for that level of demand. Clearly they hit the perfect spot of price, taste, and hype in order to skyrocket their brand and remain at the peak of the Rose craze.
Sources:
https://vinepair.com/articles/whispering-angel/
https://www.decanter.com/wine-news/whispering-angel-rose-gummy-bears-sold-two-hours-314002/
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