September 22nd – Miraval today announced it has signed an exclusive contract that will see the Campari Group handle distribution on the American market.
This partnership will help boost the brand in a major market where Miraval is one of the two leading Provence rosé labels, including thanks to the incredible work put in by Vineyards Brands, its importer since 2013.
The move will also enable Miraval to more actively position itself in the aperitif segment. The current leader of this important consumption occasion for rosé is the Campari Group, thanks largely to its Campari and Aperol brands.
The rosés of Provence segment has recently undergone a period of major consolidation, with the key players being spirits groups. It is within this context that Miraval is now investing in continuing to sustainably grow its presence in the USA through this collaboration. Over the coming weeks, Miraval will draw on the Campari Group’s commercial organization throughout the country, and on its position as leader in the key aperitif segment, to meet its new goals.
Boosted by the presence of its three wines on the American market – Miraval Cotes de Provence, Muse de Miraval, and Studio by Miraval (its name refers to the recording studios where some of the greatest artists ever have recorded albums) – Miraval is continuing to rewrite the rulebook on how to enjoy rosé. In the US, as in the rest of the world, the Art of Miraval Rosé is becoming the Art of Living.
ABOUT MIRAVAL
Veritable icon devoted to the Arts, Miraval is unrelenting in its quest for mastery of the art of creation and the art of craftsmanship. Each creation borne from a passion for crafting the vines results in an unexpected masterpiece, carrying ever higher to qualities of a great rosé. Inspired by colour, matter and light, Miraval is reinventing the codes and ways of appreciating rosé. The Art of Rosé at Miraval becomes ‘Art de Vivre’.
