Home Industry News Releases The Pale Debuts: A New Provence Rosé from Sacha Lichine

The Pale Debuts: A New Provence Rosé from Sacha Lichine


May 4th – (New York, New York) – From the creator of the iconic Provence rosé brand that sparked a worldwide phenomenon, Whispering Angel, arrives The Pale (SRP $16.99). Chic, stylish and irreverent, The Pale is set to become a new staple of the drinks world in 2021. A nod to the vintage term of endearment used by the English “Who’s for a glass of the Pale?” this fabulous, innovative bottle evokes New York’s glamorous, early to mid-20th Century cocktail party scenes, the street-side cafes of London and Paris, with a spirit of reinvention and joie de vivre.

Crafted with grapes from the Vin de Pays Du Var region of Provence, The Pale is a quality, quintessential rosé that makes all others pale in comparison: dry and refreshing in a signature Provençal grey-pink with light fruits and a clean finish. The Pale’s design-forward label, inspired by early illustrations from The New Yorker and that period, evokes the vibrant design and intriguing glamour of the Roaring 1920s. The bespoke bottle with a beautiful crystal embossment on the punt is more akin to the gins and whiskies one might see on the back bar, but with a modern playful twist meant to enliven any Roaring 2020s soiree or aperitif occasion.

“The Pale symbolizes affordable luxury and innovation,” says Sydney Edwards, Marketing Director for The Pale at Shaw-Ross International Imports. “Sacha Lichine is responsible for the rosé renaissance in America, so we see this as an opportunity to expand even further with a new Provençal wine – The Pale is fun and fresh with light fruit notes and an elegant palate. This cuvée is fitting for aperitifs, a must-have for the sophisticated ‘It-Girl’ at the party.”

The Pale will be making its American debut in April 2021 with a limited release in the spring. Follow @thepale on Instagram for more information, or reach [email protected]



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