Château Miraval, at the heart of a conflict between former owners Brad Pitt and Angelina Jolie, will see its wines distributed in the United States and France by the Campari group.
An exclusive distribution agreement with the Campari group suggests that Miraval is seeking to position its rosé wines in the aperitif sector.
Miraval has signed an exclusive contract with the Italian beverage company to manage the distribution of all Miraval wines in the United States and France, the two largest markets for Provence rosé wines.
Given that the Campari group dominates the aperitif segment through its Campari and Aperol brands, it seems fair to suggest that Miraval intends to promote its rosé as an aperitif, rather than pursuing premium in the trade with a focus on the gastronomic qualities of the wines. qualities as other Provençal producers have done in recent years.
According to a press release from Miraval, it intends not only to rely on “the commercial organization of the Campari group in both countries”, but also on its position as “leader in the key aperitif segment”, to “respond to the latest requirements”. goals”.
Miraval currently has three wines available in the United States and France: Miraval Côtes de Provence, Muse de Miraval and Studio by Miraval.
This year, Miraval continues to make itself known by having its wine served at the prestigious Oscar ceremony for the second year in a row. However, the lion’s share of the columns surrounding the castle have been devoted to the ongoing lawsuit between its former owners, Brad Pitt and Angelina Jolie.
In June 2023, Pitt accused his ex-wife Jolie of becoming “vindictive” over the sale of Miraval and said she was trying to “grab profits she didn’t earn and returns on an investment which she had not done.
The following month, Jolie’s lawyers countered that Pitt was “playing the role of winemaker” and that he was selling “illusions, not grapes.”
Pitt and Jolie have now begun a mediation process to try to resolve the dispute, which began when Jolie sold her shares in the Castle to Stoli-owned Tenute del Mondo, allegedly without Pitt’s consent. Both are in the
The celebrity couple first purchased the 1,300-acre estate in Provence for €20 million in 2008.
Château Miraval, at the heart of a conflict between former owners Brad Pitt and Angelina Jolie, will see its wines distributed in the United States and France by the Campari group.
An exclusive distribution agreement with the Campari group suggests that Miraval is seeking to position its rosé wines in the aperitif sector.
Miraval has signed an exclusive contract with the Italian beverage company to manage the distribution of all Miraval wines in the United States and France, the two largest markets for Provence rosé wines.
Given that the Campari group dominates the aperitif segment through its Campari and Aperol brands, it seems fair to suggest that Miraval intends to promote its rosé as an aperitif, rather than pursuing premium in the trade with a focus on the gastronomic qualities of the wines. qualities as other Provençal producers have done in recent years.
According to a press release from Miraval, it intends not only to rely on “the commercial organization of the Campari group in both countries”, but also on its position as “leader in the key aperitif segment”, to “respond to the latest requirements”. goals”.
Miraval currently has three wines available in the United States and France: Miraval Côtes de Provence, Muse de Miraval and Studio by Miraval.
This year, Miraval continues to make itself known by having its wine served at the prestigious Oscar ceremony for the second year in a row. However, the lion’s share of the columns surrounding the castle have been devoted to the ongoing lawsuit between its former owners, Brad Pitt and Angelina Jolie.
In June 2023, Pitt accused his ex-wife Jolie of becoming “vindictive” over the sale of Miraval and said she was trying to “grab profits she didn’t earn and returns on an investment which she had not done.
The following month, Jolie’s lawyers countered that Pitt was “playing the role of winemaker” and that he was selling “illusions, not grapes.”
Pitt and Jolie have now begun a mediation process to try to resolve the dispute, which began when Jolie sold her shares in the Castle to Stoli-owned Tenute del Mondo, allegedly without Pitt’s consent. Both are in the
The celebrity couple first purchased the 1,300-acre estate in Provence for €20 million in 2008.
