Maison Mirabeau scores China distribution deals
Provence producer Maison Mirabeau has announced new partnerships with Brinkman Beverages and Sommelier International to expand its presence in China.
The collaboration with Brinkman Beverages will introduce three of Mirabeau’s signature rosés to the Chinese market – Forever Summer, Pure and Classic – alongside the relaunch of the distinctive Mirabeau Dry Rosé Gin.
Through its partnership with fine wine importer Sommelier International, three additional cuvées – Mirabeau X, Étoile, and La Folie – will make their way into the Chinese market.
Mirabeau is now distributed in more than 40 markets worldwide.
The Provence-based producer’s new partner Brinkman Beverages will begin distributing Mirabeau’s portfolio through its established channels starting in October. The distributor supplies a network of more than 80 active wholesalers across China, primarily concentrated in Eastern China. Its current portfolio includes more than 40 brands such as Ron Abuelo, Merlet, Giffard liqueurs, Thomas Henry mixers and bitters such as The Bitter Truth.
Sommelier International, meanwhile, was founded in 2013 and serves China’s on-trade as a specialist importer. Its portfolio includes names such as Dievole, Altos Las Hormigas, Tenuta di Meraviglia and Tinpot Hut, and the company has built long-term partnerships with many of the country’s leading restaurants, hotels, and retailers.
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Rosé remains a niche category in China, though demand has risen in recent years. Nimbility, which has supported Mirabeau’s expansion across Asia, is seeing growing opportunity for rosé in the region. Francesca Martin, co-founder and partner at Nimbility, admitted: “As a niche segment, it has often been challenging to find the right partners, particularly given the difficult market conditions in recent years.”
However, she argued that the industry can “finally see the APAC region warming to the rosé category”.
As for premium gin, the category “remains niche but is steadily growing” in China, according to Manuel Arce, Nimbility’s spirits & beverage director. He explained: “The market has shifted dramatically – from virtually no premium gins, to near saturation before COVID, and now to a rebirth of the category driven by increasing demand for quality and authentic storytelling.”
Alan Chen, owner and general manager of Brinkman Beverages, said that “while rosé wines and premium gin remain relatively small categories in China”, Mirabeau’s appeal was clear. He said: “Mirabeau represents more than just exceptional drinks – it encapsulates the essence of the South of France lifestyle. Its focus on self-gifting, indulgence, and convivial experiences aligns perfectly with emerging trends among Chinese consumers. In many ways, Mirabeau offers a liquid expression of what people aspire to in terms of enjoyment and celebration. Plus, its distinctive packaging is a true showstopper wherever it appears.”
Vicente Muedra, general manager at Sommelier International, added: “Maison Mirabeau represents a new generation of rosé from Provence: modern, vibrant, and highly digital in the way it engages with consumers. That makes it an ideal brand for a market as dynamic and digitally driven as China, where storytelling and lifestyle are essential to success.”
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