With beats and bubbles, AIX brings sunshine to Wine Paris

Provence’s Maison Saint Aix has a packed schedule for the fair, including a new white, alcohol-free sparkling and its annual Rosé Rhythms Party.

At the time of writing, the forecast for Wine Paris is very familiar for db’s London-based team – cloudy and raining. It is not, you would imagine, the most natural place for a rosé specialist.

Yet Maison Saint Aix is relishing the challenge. If anything, subverting expectations is part of its message to the tens of thousands attending the world’s largest international wine fair.

The team is beginning 2026 with activations to prove that rosé suits any time of the year (particularly when said rosé routinely wins medals in blind-tasted competitions).

Already this year, the AIX team won the gold medal at the Snow Polo World Cup in Kitzbühel. The post-competition refreshments proved that balmy warmth is not a requirement for drinking rosé, though the abundant sunshine did help.

At Wine Paris, AIX will drive further attention by pouring rosé from its Land Rover Defender in the expo centre’s main square.

The fair’s Monday evening, meanwhile, will see the return of AIX’s annual Rosé Rhythms Party. The producer has the credentials to throw a good party – it has, for instance, an ongoing partnership with Playlister, music curation specialists who help AIX craft playlists to enjoy with its southern French wines. All are welcome, and attendees can expect beats, dancing, rosé and a gift to take away.

“Our brand is all about celebration and connection,” says Thomas Frotté, international sales director at AIX. “We look forward every year to reconnecting with our loyal partners at the fair. Every year, we have a few surprises in store for them.”

A developing offering

One of the defining characteristics of Maison Saint AIX has been its steady approach. For several years, its rosé was the only product in the portfolio, as the producer was in no hurry to rush out other products if they did not meet its standards. At Wine Paris 2026, however, AIX has a flurry of newly released expressions for visitors to try.

“This year, we’re presenting our new white wine, AIX White, alongside a premium IGP Méditerranée rosé for the off-trade, Saint X Rosé,” explains Frotté.

“Last but not least, we are proud to introduce our new non-alcoholic sparkling rosé, BEAU VIVA, which won its first gold medals earlier this year!”

Continuing Maison Saint AIX’s theme of offering a year-round selection, BEAU VIVA is proving that alcohol-free drinks are not just for Dry January.

The alcohol-free sparkling rosé, an offshoot brand that shares Maison Saint Aix’s expertise, but has its own positioning and identity, will have its own stand at this year’s Wine Paris. The move serves as a demonstration of Maison Saint Aix’s commitment to the no and low sector.

Visitors to the Hall 7.2, Stand H011 can expect to sip from AIX’s brand-new RIEDEL Champagne glasses, an ideal opportunity to toast a successful fair.

February may not be the stereotypical time of year for rosé, but Maison Saint AIX’s schedule shows it means business – albeit with an irrepressible sense of fun.

Related news

Rift grows in regenerative viticulture movement

Yealands Wine Group split "a positive", says winemaker

Hallgarten roundtable: is sustainability a pre-requisite for marketing success?