Donae Burston Disrupting the Wine Industry with La Fête du Rosé

Last updated on January 11th, 2025

Fans of Black wine culture know the name La Fête du Rosé or simply La Fête. Literally translated as “The Party,” this wine is made for every occasion that brings people together. The emcee of this party is Donae Burston, a Baltimore native who brought his rich culture to the south of France and is now inviting the world to join him.

Donae Burston’s Journey: From Baltimore to La Fête du Rosé

Burston’s journey began in Baltimore, Maryland, specifically Randallstown, where he spent his early years. He later moved to Atlanta to attend Clark Atlanta University before earning a degree in Industrial Engineering from Georgia Tech.

“It surprised even my mom because I had never mentioned Clark or Atlanta during the college application process,” Burston recalls. “However, moving to Atlanta was one of the best decisions I’ve ever made. The opportunities and connections I gained here are priceless.”

Though Industrial Engineering sounds impressive, it didn’t always pay the bills. To supplement his income, Burston helped a friend with nightclub promotions, handing out drink tickets. This small side gig eventually led him to the alcohol industry, where he took on a role as a brand ambassador. His career took off when he became a promotions manager for Heineken, eventually moving on to work for Moët Hennessy and Champagne Armand de Brignac, Jay-Z’s champagne brand.

At Moët Hennessy, Burston made waves by launching the first and only champagne bar in the Miami Heat’s American Airlines arena. His extensive career in the wine and spirits industry spanned over 15 years before he decided to launch his own brand.

Black Wine Culture as the Heart of La Fête du Rosé’s Marketing

Transitioning from an executive role to running his own business wasn’t easy for Burston. In the 2021 State of Black Wine Business Forum, hosted by Uncorked and Cultured, he shared his challenges, particularly how relationships changed after he launched La Fête du Rosé.

“Coming from a large wine and spirits company, and seeing how distributors and retailers align with those brands, only to start my own and not receive the same responses, has been humbling,” says Burston.

Despite his industry experience, Burston faced the same barriers as many Black-American entrepreneurs in the wine industry, where less than 1% of US wineries are Black-owned. This realization further motivated him to launch La Fête du Rosé and approach marketing through a cultural lens.

“Rather than catering solely to the ‘stereotypical’ wine drinker that the industry often targets, I aimed to create a brand that recognizes the culture as the primary consumer,” he said. “This perspective is not based on race, but on a shared interest in food, travel, experiences, and more. By approaching our work through this cultural lens, we are able to genuinely connect with our community.”

Inspired by a trip to the south of France for his 30th birthday, where he fell in love with the rosé lifestyle, Burston founded La Fête du Rosé. His goal was clear: bring Black wine culture to the rosé scene.

How Donae Burston Built La Fête du Rosé into a Global Brand

During his trip to France, Burston realized no one was marketing rosé to people of color, men, or younger drinkers. Determined to change that, he set out to build a brand that would appeal to a broader audience.

His vision paid off. La Fête du Rosé became a trailblazer in the rosé wine category, attracting high-profile investors like NBA superstar Chris Paul. Paul’s involvement helped introduce the brand to the NBA bubble during the 2021 Finals, further boosting its popularity. That same year, Constellation Brands, the parent company behind brands like Corona and Modelo, made a historic investment in La Fête, marking it as the first Black-owned brand to receive such backing.

Another major boost for La Fête came during the pandemic, thanks to an unexpected shoutout from DJ D-Nice during his virtual Club Quarantine dance party. “I fell out of my seat,” Burston recalls in an interview with the Baltimore Sun. “I took a screenshot and sent it to people.”

Community Support and Retail Partnerships Drive La Fête du Rosé’s Success

La Fête’s success is deeply rooted in community support. Retailers like Happy Cork and Three Parks have been pivotal in selling and promoting the brand.

“You have to go to the people who support you,” says Burston. “They reinvigorate you when you hear ‘no’ a lot. Hearing ‘yes’ from our community, it keeps you going.”

What’s Next for La Fête du Rosé and Donae Burston’s Vision

Burston and La Fête are already on their way to disrupting the industry and changing how society thinks about rosé. His wines are now visible practically everywhere.

This summer, La Fête announced a partnership with the Miami Grand Prix. La Fête is also on Delta Airlines flights as a premium wine selection. But, overall, La Fête continues to change how and when we drink rosé. And now, Burston is taking his brand global.

“We’re determined to become one of the top three leaders in the rosé category by 2025. And this year, we’re taking our brand to new heights by expanding in the EU, UK, and West Africa,” he says. “At the same time, we’re thrilled by the incredible feedback
we’ve received about La Fête du Blanc. So, we’re working hard to make it even more accessible to our customers.”

Find La Fête du Rosé Near You

La Fête is now available worldwide. To find La Fête du Rosé products near you, use their locator tool. Follow them on Instagram @lafetewine to stay updated.