Miraval signs exclusive deal with the Campari Group
Château Miraval, which has been at the heart of a dispute between former owners Brad Pitt and Angelina Jolie, will have its wines distributed in the US and France by the Campari Group.
An exclusive distribution deal with the Campari Group suggests that Miraval is looking to position its pink wines within the aperitif sector.
Miraval has signed an exclusive contract with the Italian drinks company for it to handle the distribution of all Miraval’s wines in the US and France, the two biggest markets for Provence rosé wines.
Given that the Campari Group dominates the aperitif segment due to its Campari and Aperol brands, it seems fair to suggest that Miraval intends to promote its rosé as a pre-dinner drink, rather than pursue the premium on-trade by emphasising the wines’ gastronomic qualities as other Provence producers have done in recent years.
According to a statement issued by Miraval, it plans not only to draw on the Campari Group’s “commercial organisation throughout the two countries”, but also on its position as “a leader in the key aperitif segment”, in order to “meet its latest goals”.
Miraval currently has three wines available in the US and France – Miraval Cotes de Provence, Muse de Miraval, and Studio by Miraval.
This year, Miraval has continued to raise its profile by having its wine served at the prestigious Oscars ceremony for the second year in a row. However, the lion’s share of column inches surrounding the Château have been given over to the unfolding legal case between its former owners, Brad Pitt and Angelina Jolie.
In June 2023, Pitt accused former wife Jolie of becoming “vindictive” regarding the sale of Miraval, and said she was attempting “to seize profits she had not earned and returns on an investment she did not make.”
The following month, Jolie’s lawyers countered that Pitt was “play acting at being a winemaker” and that he dealt in “illusions, not grapes”.
Pitt and Jolie have now entered into a mediation process in a bid to settle the dispute, which began when Jolie sold her shares in the Château to Tenute del Mondo, owned by Stoli, allegedly without Pitt’s consent. The two are in the
The celebrity pair first bought the 1,300-acre estate in Provence for €20 million in 2008.