Brad Pitt pleads for the continuation of the rosé season during the winter months with the announcement of his new rosé champagne.
Nicknamed Fleur du Miraval, Champagne is an extension of the famous brand of rosé Miraval de Pitt. (Despite celebrity support, Miraval is truly a splendid iteration of rosé de Provence, with a curved bottle, an orange-pink hue, and crisp strawberry and lemon acidity.)
The exclusive bottle will hit shelves in the US market on October 15, 2020.
“For me,” Pitt told People Magazine. “Champagne evokes feelings of celebration, quality, prestige and luxury. But rosé champagne is still relatively unknown. Building on our success with Miraval in Provence, I wanted us to try to create the flagship brand of rosé champagne, focusing all our efforts on this one color. “
Miraval was born almost a decade ago, when Pitt and Jolie met the Perrins family, an old-fashioned family of winegrowers who cut their teeth in the houses of Châteauneuf-du-Pape before moving their cabinet in Provence.
The couple fell in love with the Provençal lifestyle and bought the Miraval estate for $ 31 million in 2011 (the Perrins own 50%).
Two years later the Jolie-Pitt’s tied the knot on the vast 1200 winery and two years later they went their separate ways. Despite many rumors about the couple’s potential sale of the estate, the duo dubbed Miraval “an investment for family and children.” It is still partly owned by Jolie and Pitt. Pitt could have been seen working in the fields.
Since the brand’s launch, Jolie and Pitt, with the help of the Perrins, have made Miraval one of the most popular rose brands in the world.
While Provençal rosé has become their calling card, Miraval has provided outside help to produce Champagne, a new style for the house. Comes the Péters family, a famous family of sixth generation champagne producers who take care of Mesnil-sur-Oger in the Côtes de Blanc.
Fleur de Miraval will contain a blend of Chardonnay (75) and Pinot Noir (25%) produced using the bleeding method of Champagne production. It’s five years in the making, with liquid aging three years on lees in the Peters Caves.
“Fleur de Miraval Rosé is the culmination of five years of work, research and tasting carried out in the greatest secrecy,” said Rodolphe Péters, manager of Pierre Péters Champagne in the press release.
The first round of Champagne will only have 20,000 bottles and a reported SRP of $ 390. The liquid is bottled in a black lacquered champagne bottle with a pink rosé box packaging.
While Pitt was one of the first celebrity producers to launch a wine (or spirits) backed by big names, he’s leading a wave of celebrity liquor projects. Now Ryan Reynolds runs Aviation Gin and Dwayne “The Rock” Johnson produces tequila. Post Malone makes roses and Cameron Diaz has a brand of wine. In the Champagne market, JAY-Z has Ace of Spades and 50 Cent, Chemin du Roi, respectively.
The celebrity spirits market has reached its peak. Diageo PLC bought Casamigos from George Clooney for $ 1 million in 2017, and Aviation Gin from Ryan Reynolds landed at Diageo for $ 610 million.
But Pitt promises it’s not another celebrity project. “It is above all a magnificent and exceptional estate that I fell in love with and in which I continue to invest to make it one of the most beautiful estates in Provence,” Pitt said in an interview with People Magazine. “For the wine, I joined forces with the Perrin family. They have been winegrowers for five generations. Together, we are there for the long term. It’s not just a passing trend. “