Perrin family launches pop-up shop

The Perrin family, owners of Château Beaucastel in the Rhône, who assist in the making of Brangelina’s Château Miraval, have opened a pop-up wine shop.

The “concept” store, which popped up this week in Avignon TGV train station, will stay open until September. Made from wood and branded with the Perrin family crest, the shop sells a range of wines made by Famille Perrin, along with bottles of Brad Pitt and Angelina Jolie’s prized Provençal rosé, Château Miraval.

Customers will also be given the chance to taste the wines at the store, which folds in on itself when closed, taking on the appearance of a wooden wine case.

“We imagined a wine crate, like one of those we use to pack our best vintages when they are sent on their journeys around the world. But this one is special; it opens at first light and closes when the sun sets, like the Morning Glory flower,” Charles Perrin explained.

The pop-up is an extension of the Famille Perrin store, which recently opened in Cours Mirabeau, Aix en Provence.

The Perrins are the biggest vineyard owners in the Southern Rhône and consult for Château Miraval in Provence.