Donae Burston has reinvented rosé. As a light pink drink, the boozy beverage has typically been reserved for women to drink in the summertime. Burston had one sip of rosé in St. Tropez and decided to leave his 15-year career working for companies like Dom Pérignon and Moet & Chandon behind to blaze his own trail. What he created was an environmentally and socially conscious French rosé that appeals to all demographics.
La Fete Rosé means, “The Rosé Party” in French, and everyone is invited. Unlike Dom Pérignon and Moet & Chandon, La Fete Rosé is $25 a bottle, making it an affordable alternative to the luxurious brands that are out of reach for many people.
When he created La Fete Rosé, Burston had a vision to create something that everyone would feel a part of – no matter what they look like or where they come from. His company is one of inclusivity, support, and generosity; things that are important to him as a black businessman. La Fete Rosé walks the walk of a luxurious brand and talks the talk of a community-focused small business.
Since day one, Burston has been using La Fete Rosé as a way to give back to his community. He says on his website that he, “wanted to find a way to help the next generation.” In order to do so, La Fete Rosé’s give-back program funnels money back into the community to support local, low-income youths that have their eyes set on a brighter future. With his help, they are able to go overseas to learn language, business, and leadership skills that will put them on the path to success – just like Burston.
Another important social issue that Burston has been supporting through La Fete Rosé is the global Black Lives Matter movement. In addition to his community outreach program, Burston has established an alliance with Color of Change, an organization that is dedicated to help minorities land a career in the wine and spirits industry – an industry that is currently dominated by white people.
With La Fete Rosé, Burston is smashing color barriers from all angles. No longer is pink wine reserved for women and luxurious industries reserved for white people. The world is a colorful place and there is no room for those who judge anyone, or anything, based on the color that they see. Life is a beautiful party and that is how we should be living every day – celebrating each other.
In addition to his efforts to seek social justice, Burston understands the importance of environmental justice, too. The La Fete Rosé winery is certified organic as of January 2020 and they have completely eliminated the use of pesticides in their growing process.
The next time you’re thinking about how you should celebrate, who you should celebrate with, and what bottle of wine you should bring for a toast, remember Donae Burston and La Fete Rosé: the perfectly pink glass of Rosé that’s made for everyone and brings that party with it wherever it goes.
