How Donae Burston and La Fête du Rosé are on a Mission to Redefine Representation in Wine

When Donae Burston founded La Fête du Rosé, he was more than an entrepreneur launching a wine label – he was on a mission to reshape the industry’s approach to inclusivity. After 15 years in the wine and spirits sector, working with giants like Dom Perignon and Hennessy, Burston witnessed firsthand the disconnect between the industry and Black consumers. “I always felt they were alienating people of color,” he says, noting how brands often assumed preferences without truly understanding the nuances of their audience.

Bringing La Fête du Rosé to market wasn't without challenges. Despite rosé’s relatively small footprint in U.S. wine sales, industry gatekeepers pushed back, calling the market "too saturated" for his vision. He faced stereotypes, too – the assumption that his wine would be sweet, rooted in outdated tropes about Black consumers. But Burston’s rosé is crafted in the dry, traditional style of Saint-Tropez, where he found the perfect partner in Domaine Bertaud Belieu. What began as a friendship with the vineyard owner on a vacation blossomed into a rare alliance: La Fête du Rosé became the only Black-owned rosé produced in Saint-Tropez.

With less than one-tenth of 1% of U.S. wineries Black-owned, Burston recognizes the hurdles that aspiring winemakers of color face. He champions mentorship and education, urging young people of color to deeply understand the wine industry before diving in. And during the pandemic, as consumers slowed down and focused on brands that spoke to them, La Fête du Rosé resonated, gaining attention from major hotels and retailers alike.

Yet for Burston, success goes beyond placement. He advocates for Black-owned brands to stand shoulder-to-shoulder with their counterparts, not relegated to separate shelves. His message is clear: Black-owned brands deserve visibility as an organic part of the industry. It’s not only a step toward genuine inclusivity in wine, but a move that signals true progress across the retail landscape.

Check out La Fete Rose in our Good is the New Cool Store.