On Tuesday, Miraval invited industry professionals in Sydney to celebrate the start of rosé season at Rafi’s al fresco bar in North Sydney. Available to sample on the night were the Miraval Côtes de Provence and Miraval Studio Rosé, accompanied by a selection of canapes and a DJ playing summer tunes.
After the event, Emilie Blanc, Country Manager – Australia for Famille Perrin Wines sat down with The Shout to discuss the origins of the wine.
“At the beginning of the 2000s, the Perrin family had a vision. They wanted to purchase an estate in Provence to produce rosé wine, knowing that at that time, no one wanted to drink rosé. Rosé was only drunk really in Provence because we have always produced rosé over there since the Greeks brought the vines before Christ, but the quality wasn’t great.
“At the beginning of the 2000s, end of the 1990s, some people started to actually invest in Provence, and brought some new technologies. The family were looking for an estate and at the same time, what happened is that Brad Pitt and Angelina Jolie were looking for a summer holiday house close to Cannes, they found and purchased Miraval and realised that at Miraval there are 80 hectares of vines. So they said, okay, we need to find a partner to look after the vines and the wine production. That’s basically how they met the Perrin family.”
Following the success of the Miraval Côtes de Provence premium wine, the Miraval Studio Rosé was released in 2018 to recruit a different demographic of drinkers.
“Over the years, Miraval Côtes de Provence became more and more premium. We saw that there was a gap for more affordable rosé and mostly that over the years rosé became kind of champagne for the millennials. It’s part of the affordable luxury.
“They are the perfect target audience, but they maybe cannot afford the bottle of Miraval Côtes de Provence. We wanted to launch a more affordable option, more entry level, but also with the link to the recording studio that was in progress of being refurbished because it was abandoned for years.”