Concha y Toro takes majority stake in Maison Mirabeau
VCT Europe has agreed to acquire a majority stake in Provence rosé producer Maison Mirabeau, subject to regulatory approval. The deal brings together two B Corp-certified wine businesses with shared ambitions for premium growth and sustainability.
The transaction is subject to regulatory approval and financial details have not been disclosed. The agreement is global in scope, with VCT confirming it will respect all existing distribution arrangements and use its footprint to support further market development.
Mirabeau was founded in 2010 by Stephen and Jeany Cronk and has grown into one of the leading Provence rosé brands, with wide distribution in the UK, Europe and more than 40 international markets. It is also a leading Provence rosé supplier to the UK on-trade.
VCT Europe said both businesses will continue to operate with minimal internal change. Existing teams will remain in place and all current customer and supplier relationships will be maintained, according to the FAQ accompanying the announcement.
Simon Doyle, general manager of VCT Europe, said: “This acquisition unites two businesses with strong strategic synergies. Maison Mirabeau is a very impressive wine business whose strengths clearly complement our own. We share common values, a clear vision for the future, and a deep commitment to quality and to sustainability. Together, we see significant opportunities to add value for customers, consumers, and shareholders alike. We look forward to enabling Maison Mirabeau to continue [its] impressive development and growth.”
Mirabeau leadership and governance
Stephen Cronk will remain as CEO of Mirabeau under the new ownership. He will join Doyle and Andrea Mirone, finance and operations director at VCT Europe, on a newly formed board of directors for the brand.
Jeany Cronk continues as brand representative and creative advisor and will remain co-presiding the marketing commission at the Wines of Provence, as per VCT Europe.
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Reflecting on the deal, Stephen Cronk said: “Since launching Mirabeau from the spare room of our house in Cotignac in 2010, Jeany and I have poured our hearts into shaping it into the world-class Provence rosé brand it is today.
“Joining the Concha y Toro family marks an extraordinary new chapter, one that enables us not only to accelerate our commercial momentum but also to fast-track our environmental objectives and move closer to becoming a truly planet-positive business.”
Premiumisation and sustainability at the core
Eduardo Guilisasti, ceo of Viña Concha y Toro, described the acquisition as central to the group’s long term strategy. “[Maison Mirabeau] is recognised among the most valued in the French Rosé category, opens the door to a highly relevant new origin and, above all, brings us together with Stephen and Jeany Cronk, founders of Maison Mirabeau, with whom we share a common vision of the wine industry, one deeply committed to sustainability and respect for the environment.”
VCT’s Bonterra Vineyards is one of the largest Regenerative Organic Certified wine estates in the world, while Maison Mirabeau was the first Regenerative Organic Certified vineyard in France.
A platform for further international growth
The investment follows Mirabeau’s strongest sales year to date and comes after a period of international expansion. As reported by the drinks business in October 2025, the Provence producer secured new distribution partnerships in China with Brinkman Beverages and Sommelier International, introducing a range of Mirabeau rosés and its Dry Rosé Gin to the market.
Simon Doyle and Stephen Cronk will be the subject of an exclsuive db interview later this week to discuss the deal more fully. Stay tuned.
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