  Due to its comparatively theoretical ``simplicity'', the decay channel
$B\to\rho e \nu$ offers one of the best possibilities to determine the CKM
matrix element $|V_{ub}|$ accurately. I present a new calculation of the
relevant hadronic form factors from light-cone sum rules. I also review the
results from lattice calculations and find that they agree with the results
from light-cone sum rules where comparison is possible.\\ This paper relies on
work done in collaboration with V.M.\ Braun.
