Showing posts with label Marc Perrin. Show all posts
Showing posts with label Marc Perrin. Show all posts

Wednesday, September 21, 2022


A skincare line is definitely a head scratcher.  I've read people complimenting Angelina's complexion but never Brad's. When the writer said
You look like you have great skin anyway. I can’t imagine it takes much!
BP: "No, not really, I don’t, but now… I mean I have my little, simple regimen."
He acknowledges that his complexion isn't great and I have seen past comments to that effect.  The non-tabloid reaction to this new skincare line reflects almost universal skepticism. 






The Le Domaine website says
The terroir is a unique approach to the sourcing of ingredients for Le Domaine. Key elements such as grapes and olive oil in the products have a 100% traceable origin. They are derived exclusively from the Perrin family’s lands and are also eco-extracted by natural means, by Le Domaine’s farmers.
it is not from Miraval.  It is all Perrin.  Even the bottle's distinctive "Oak tree cap is upcycled from the wood left over from the Perrin's (sic) wine barrels."  Brad is essentially just doing Marc Perrin a favor. 

Brad is unquestionably passionate about his art, but in addition to his furniture with Pollaro, he is hawking tea, cashmere, and now skincare "partnerships." He is on his way to establishing a rep as a dilettante.  Add to that his newly unveiled sculpture and overexposure may dent the value of more lucrative product endorsements like he had for Breitling, Brioni and DeLonghi.




It took a couple of hours but this has since been corrected.  It does show that Brad never bothered to read through Le Domaine's website. 

His answers to Vogue are evasive and vague.  He doesn't seem to know much about the products nor what could differentiate Le Domaine from "the familiar story of grape-based antioxidants that has long been mined by more established brands" -- to use a quote from Vogue.  He reverts to talking about Miraval.  The Vogue editor (and probably others in the junket) was charmed but she couldn't ignore the obvious, "Brad Pitt has not read the beauty tutorial memo."  Or any relevant memo.

His quote in Le Domaine's website was hardly more illuminating.

Le Domaine:
“The goal is to imitate the organic cycles of nature, its primeval beauty. There is no waste in nature. Anything left over or discarded becomes food for something else. This exemplary circular system is the inspiration for Le Domaine.”

-- Brad Pitt
He could be talking about compost.

It's obvious that Brad was never truly involved in the development of Le Domaine.  He was about as detached, i.e. clueless, as one can imagine a "co-founder" could be.  He probably was asked to help promote it shortly before it was ready to launch and didn't bother doing his homework for the press junket.  It's another instance of hubris thinking he could just wing it, but in his defense he had other things on his mind like the Tampere exhibit.

The Vogue article says "While he made a conscious decision not to front the brand as the “face” of Le Domaine" that's exactly what he did for the product launch and that, it appears, is the extent of his contribution.  Miraval's contribution to the effort is as a publicity prop.

He says, "we wouldn’t have done it unless we felt there was something valid here, something original, something that worked." But when asked "Have you always had a good skincare routine?"
BP [Very long pause]. "No."

Almost any good product would have resulted in "a real difference visually in my skin." Further, the base research was not robust and was limited to determining "which of the 13 grape varieties the Perrin family grows on their estates in Provence had the most relevant antioxidant properties." There could be other, better varieties not grown by the Perrins that were not considered. Le Domaine is essentially a Perrin house product they could sell alongside their wines in their vineyard store.


Caption this: Brad, meet the product you co-founded.







From Le Domaine



OUR GENESIS
LE DOMAINE STARTED WITH A SERIES OF ENCOUNTERS, ALL CENTERED AROUND A UNIQUE LAND, FARMED AND PROTECTED BY THE PERRIN FAMILY FOR FIVE GENERATIONS.

Le Domaine is a human tale, punctuated with chance meetings. Brad Pitt, owner of Château Miraval, fell in love with the unique beauty of Provence. In 2012, he began exploring the treasures of the vineyard. He worked with the Perrin family to restore Miraval, cultivating the estate’s grapevines and building a strong partnership. Spurred on by the same desire to preserve Earth and its ecosystem, to safeguard the riches of our world for future generations, Le Domaine and its distinctive approach to skin care were a natural step for them both.

THE TERROIR
The terroir is a unique approach to the sourcing of ingredients for Le Domaine. Key elements such as grapes and olive oil in the products have a 100% traceable origin. They are derived exclusively from the Perrin family’s lands and are also eco-extracted by natural means, by Le Domaine’s farmers.

This local approach to nature in cosmetics has a direct effect on the efficacy of the products, due in part to the unique freshness of ingredients that are picked directly from the terroir, but also their very specific properties: GSM10, the active compound with maximized antioxidative powers, is made from a combination of grape varieties carefully selected from the Perrins’ vineyards.

"Le Domaine’s terroir-based model also has an effect on the products’ ecological impact, focusing on local production and sourcing of know-hows. "



The Perrins are discovering that Brad's value as an endorser, especially post-FBI leak, has been greatly diminished.

As of Feb. 23, just 5 months after launch, the products have been discount heavily with the signature products now offered at 34% below launch price.





From the Le Domaine press junket Sept. 13, 2022










No ring on left hand, bee ring on right.  The interview in Miraval took place "last week" according to Baird-Murray's Sept. 21 instagram post. He was seen flying out of Tampere, Finland in the early afternoon of Sept. 18, Sunday for Marseille / Miraval.  He had to have spent a few days setting up his pieces -- maybe Thursday to Saturday in Tampere. So the interview could have been Tuesday, Sept. 13 since he had billboard on Sept. 14. The tree ring was back on his left middle finger in Tampere.


Kathleen Baird Murray is the Contributing Beauty Editor @britishvogue. US Vogue gave the article a different title and at least one interesting edit.


Vogue, "BEAUTY The Curious Case of Brad Pitt, Château Miraval, and a Compelling New Luxury Skin Care Line", September 21, 2022
British Vogue, "BEAUTY “I Love What Gwyneth Has Done With Goop”: Brad Pitt Unveils His Genderless Skincare Line Exclusively To Vogue" 21 September 2022


BY KATHLEEN BAIRD-MURRAY

Brad Pitt during his interview at Château Miraval in Provence. Gabin Rivoire for Enkirama Films

Vogue:
Brad Pitt has not read the beauty tutorial memo. We’re 25 minutes into a world’s first interview with the actor, producer, philanthropist, wine producer, and newly minted skin care brand founder at Château Miraval, the sprawling property and vineyard in the South of France that Pitt bought with Angelina Jolie in 2012, and after a few quick-fire questions we arrive at the inevitable part of any skin care founder interview: “What’s your regimen?” I ask, with a certain amount of trepidation. “Can we have a product demonstration?”

British Vogue:
Brad Pitt has not read the beauty tutorial memo. We’re 25 minutes into an exclusive interview with the actor, producer, philanthropist, wine producer, and newly-minted skincare brand founder at Château Miraval, the sprawling property and vineyard in the South of France that Pitt bought with his ex-wife Angelina Jolie in 2012, and after a few quick-fire questions we arrive at the inevitable part of any skincare founder interview: “What’s your regimen?” I ask, with a certain amount of trepidation. “Can we have a product demonstration?”

Pitt baulks, smiling. “I’m not doing that!”

“Maybe just talk about how your routine has evolved, then? Just don’t make it too QVC,” I suggest to the Academy Award-winner, hoping he might warm to the idea of applying face creams while being filmed.
“I wouldn’t know how to do that, unless it was a comedy,” Pitt says, laughing. “Actually, Sandy [Sandra Bullock] and I did once try to develop a whole idea of a husband and wife team, who were QVC’s most successful salespeople, but we’re getting a divorce, we hate each other, and we’re taking it out on air as we sell things… That’s as far as we got.”

While he made a conscious decision not to front the brand as the “face” of Le Domaine (there will be no campaign portraits, no Brad on TikTok, and very few interviews after this one), Pitt has been as hands-on as it gets with its concept and development, which is based around the familiar story of grape-based antioxidants that has long been mined by more established brands. But Le Domaine has approached the science in its own way, appointing one of the world’s leading wine and human health specialists, University of Bordeaux Professor of Oenology Pierre-Louis Teissedre, to determine which of the 13 grape varieties the Perrin family grows on their estates in Provence had the most relevant antioxidant properties.

That research began over 15 years ago, and may have resulted in the next big thing in skincare: GSM10, an exclusive molecule in Le Domaine’s Serum, Cream, Fluid Cream and Cleansing Emulsion that combines potent properties from the seeds of Grenache grapes with the seeds and skin of Syrah and Mourvedre grapes. It serves as a powerful antidote to oxidative stress, which can break down collagen and contribute to the myriad physical signs of ageing. Professor Nicolas LĂ©vy, a leading scientist in progeria – an extremely rare genetic disorder that speeds up ageing in small children – provided additional insights for the project. Having identified the way progeria affects the natural ageing process, he developed ProGr3 – Le Domaine’s other patented active ingredient – which is derived from grapevine tendril resveratrol, and aims to keep skin cells healthier, longer.

Finally, there’s the magical nature of Miraval’s soil itself – the terroir, as it’s called by oenologists when discussing the growing conditions unique to specific grapevines. In this case: terrace upon terrace of olive trees; miles and miles of otherworldly lichen-encrusted woodland; and air so thick with lavender that at one point I seriously wonder if it’s being artificially pumped in. No pesticides are used at Miraval, where all farming is done biodynamically. The clay and limestone-rich soil is ploughed and the vines aren’t irrigated, which encourages their roots to reach deep down into the ground for moisture. The deeper the roots grow, the better their interaction with the soil, which creates that much sought-after complexity in Miraval’s grapes, as well as in the olive oil that’s produced on the property, the combination of which makes up the base of the 96% natural, vegan and sustainable line.

“Through the ages, Château Miraval has always been this hub of creativity, it has so many places within it where you want to sit and think and expand and explore, and make beautiful things,” he says from one such vantage point in the well-appointed outdoor living area, which overlooks a football pitch he created for his family. That’s not necessarily reason enough to get into what is already a very saturated skincare market, Pitt concedes. But Le Domaine’s efficacy just might be. “I know there are new products nearly every day that people are trying to launch, but if I hadn’t seen a real difference visually in my skin, we wouldn’t have bothered.” Sitting just a few feet away from his clear, sun-kissed complexion, it’s hard to argue with that logic.

How did the Le Domaine project come about?
Brad Pitt: We had been talking about it for so long I don’t remember now how it originally started. I remember reading about the health properties of grape skins as something we wanted to investigate. But the initial idea, right from the beginning, comes back to this place. It’s just steeped in creativity and it’s so fertile. We make olive oil, truffles and honey here. Reinforced concrete began here. Reinforced concrete! That’s insane! In the 1840s Joseph-Louis Lambot invented ferro-cement, a precursor to reinforced concrete, and made a concrete boat that was eventually pulled out of the pond here and now resides in a museum in Brignoles. We had some pillars – test pillars – up in the courtyard. He went on to make the first two buildings in reinforced concrete, and now of course everything is built that way. It’s pretty extraordinary.

And was skincare meant to be a part of this creativity? Had you been secretly thinking all this time, “I must have a skincare brand?”
No, and truthfully we wouldn’t have done it unless we felt there was something valid here, something original, something that worked. I get sent stuff all the time and… ugh. It’s just all the same for me. But this last year we have been testing Le Domaine and I was really surprised by the results, and that for me, made it worth going forward.

Have you always had a good skincare routine?
[Very long pause]. No.

I was so sure you were going to say yes, because one imagines you would be well looked-after…
Well, when I’m looked after, I do [have a good skincare routine]. I just want to keep it simple, you know what I mean? That said, I’m actually thorough now. I’ve been whipped into shape by my dear make-up artist friend – we started together 30 years ago – Jean Black. She is pretty special. So whenever we’re on a film she keeps me healthy, and then she’s like, “try this”, and, “try that”.

You look like you have great skin anyway. I can’t imagine it takes much!
No, not really, I don’t, but now… I mean I have my little, simple regimen.

So, what do you do? Gua sha?
I don’t even know what that is.

Facials?
Rarely. I get antsy.

Did you ever imagine yourself as a beauty baron?
[Laughs]. I’m not sure what a beauty baron is…

It’s like if you were to achieve EstĂ©e Lauder-level success.
If Le Domaine is successful, do we get baron status? Yeah, no, I didn’t [imagine that]. Landing here – at Château Miraval – opened up a lot of ideas that I wouldn’t have normally considered. And a big part of it is sustainability, this idea of zero waste is something that is really important to this area and important to me. But listen, when we first got here, I mean, I never thought about having a winery either! I just wanted a beautiful base in this area and it happened to have a winery. And it happened to be hemorrhaging tonnes of money. So we had to go to work. And then we went out on a search and found Marc [Perrin] and his family.

A clever idea. You majored in journalism, I’ve read..
I did, I didn’t graduate, but I did.

Do you wish you had followed that career path?
[Laughs]. I think I’m pretty happy with where things landed! I wouldn’t have objected to that, but I’m feeling alright about my day job.

How do you feel about film star-fronted business enterprises in general?
When I started out it seemed shameful to do a commercial, for some reason. You were called a sell-out. I really think the hip-hop guys changed all of that. They made it okay – even cool – to spread your wings a bit, to try some other things. And now it’s really exciting that you can, you know, explore other corners [of your creativity] like the old Renaissance artists in a way. And I love what Gwyneth’s done [with Goop]. She is still a really dear friend, and she has built this empire. She has always had that in her as a curator, and it’s been a lovely creative outlet for her. In fact, come to think about it, she was probably the first one who got me to even wash my face twice a day… maybe.

What pressures have you felt personally around ageing in the film business?
I don’t want to be running from ageing. It’s a concept we can’t escape, and I would like to see our culture embracing it a bit more, talking about it in those terms. Something we discussed [in founding Le Domaine] was this headline of “anti-ageing”. It’s ridiculous. It’s a fairytale. But what is real is treating your skin in a healthy manner. And it’s something I’ve learnt to do for my business, but it kinda makes you feel better. I grew up with a country mentality, kind of you know, Dial Soap once a day and then move on. And I think that we’re learning that if we love ourselves, if we treat ourselves a little better, then there are long lasting benefits to that. So just age healthy, age in a healthy manner.

Speaking of, I watched Benjamin Button last night. Was it strange to see yourself looking older in that role?
No, no, it wasn’t at all, I was kind of fascinated by it, really. And by the way? All those prosthetics, six hours of prosthetics? Tore up my skin. They destroyed my skin!

How and why is it important to you that Le Domaine’s approach is genderless?
Again, I don’t know if it’s just that I believe in being all-inclusive as much as possible? Or maybe it’s about us guys needing help from others in understanding how we can treat our skin better? I mean, I probably got more from my female partners in the past. We kept the smell very neutral, very fresh, and very, very subtle. I mean, I’m the kind of person who will change hotel rooms if I can smell the cologne of the last person who stayed there! It’s too much! It’s too strong! Keep it subtle. Let people come to you. Don’t force it on others. That’s my feeling (laughs). For smells, I mean. I stand by that for smells!

Do you have any special memories of Miraval?
This past spring was special. We had a good five or six weeks out here. The stories you hear about Provence in the spring, why people come here. Well, it’s real. And I can’t quite describe it, other than the freshness in the air, the light, the… I don’t know, it’s just a real feeling of peace and harmony and the nights are so soothing. In summer you get the symphony of frogs, they lull you to sleep. I have a lot of artist friends from different disciplines, and they were here this spring, we were having a laugh. One was working on his music [at Studio Miraval], one was painting, one was designing a clothing line, and so on and so forth. They’d go off to their respective corners to work on their respective things, and then we’d come back here to cross-pollinate over a meal, or a game of petanques, in the spot we’re sitting in now. Making an artist community has always been the idea here, and it’s really nice to see that happen.

What’s the future looking like for you?
The older I get the more I think about quality of life, and time expenditure, and I sure would like to point it more in this direction. I think after lockdown it seemed to be on a lot of people’s minds, like, how are we spending our time, why are we grinding so much, what are we dedicating our lives to? And I think that family and friends at the end of the day is all that matters.



































Miraval Provence.com ca. 2017-2019














Other photos BradPittPlanB fan account

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Wednesday, September 2, 2020





Brad Pitt is getting into the Champagne biz, and today brings new details of what the A-list project looks like. Pitt and Angelina Jolie, of course, have been making Château Miraval wine from their Côtes de Provence estate since the 2012 vintage and, with the co-owning Perrin family of the Rhône's Château de Beaucastel, quickly made a name as serious contenders in pink wine.

As we reported in January, the Jolie-Pitts and Perrins would be adding grower Champagne darling Rodolphe PĂ©ters, owner of the Pierre PĂ©ters maison in Le Mesnil-sur-Oger, to their ensemble to create a rosĂ© Champagne, called Champagne Fleur de Miraval. While Marc Perrin may be the more experienced wine guy in the Pitt-Perrin equation, he told Unfiltered via email that “the idea to create the only Champagne house only dedicated to rosĂ© Champagne was Brad's idea."

“It took five years of work between the Perrin and PĂ©ters families to fine-tune the blend and the whole aging process," Perrin told us. Fleur de Miraval Exclusivement RosĂ©, which will be released Oct. 15, is a blend of 75 percent Chardonnay and 25 percent Pinot Noir aged in Le Mesnil-sur-Oger for three years. The idea, the team explained in a statement, is to capture the minerality and salinity of Chardonnay combined with the color and fruit aromas of Pinot. The “research and tasting [were] done in the utmost secrecy," said PĂ©ters in the statement, adding that the first run of the cuvĂ©e will be 1,600 cases. It’s another feather in the cap for the Jolie-Pitt-Perrin partnership that’s been on something of a hot streak in recent years, with new wines and even a new winery.

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Thursday, January 16, 2020

Miraval champagne rosé

people
A source tells PEOPLE that the project “has been in development for three or four years. Miraval is all about the art of making rosĂ© and this champagne—which is made in the Champagne district—is a cooperation, combining Provencal knowledge with champagne making.”
“Miraval began as a project between the Jolie-Pitt and the Perrin family. And now it has grown to include the PĂ©ters family. The continuity and the family are very important to Brad and Angelina.”


wine spectator
Wine Star Spotlight
Marc Perrin
Chateau de Beaucastel, Famille Perrin

Q3 Your greatest winemaking stroke of luck
 "I've been very lucky to be involved in the Miraval project.  We met with Brad Pitt and Angelina Jolie seven years ago.  They own this beautiful property in Provence, which is certainly one of the best and most beautiful estate in Provence.  We decided very quickly to become partners together with them to develop this Miraval project.  That has been a lot of work but also a lot of luck, and we are very happy about that."

Q4 What are you most excited about working on right now?
"I have a very nice project but is still confidential so I-- but which is for Miraval to develop a champagne rosĂ©.  We are working very hard on that right now with Rodolphe PĂ©ters, from Pierre PĂ©ters. We will launch a champagne rosĂ© under the Miraval name.  We will create the only champagne house which only makes rosĂ©.  We are going to try to push the quality of rosĂ© as far as possible in champagne."




Thanks Felicity and Jennypeachy's

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Wednesday, June 19, 2019

Aside from the amount of information provided to Le Figaro writer Stephane Reynaud, what is striking is that Reynaud does not mention even once the divorce filing.  The Figaro article acknowledged that everything around the two of them is scrutinized under "super-powerful spotlights that never let go."  They know this in-depth report will be scrutinized.  It has far more information on the estate than any other article surrounding the launch of Muse de Miraval -- indicating the broad access and trust won by Reynaud.  Which makes it particularly noteworthy that in addition to omitting any reference to divorce, Reynaud, after quoting Perrin on how the "Pitt-Jolie couple" quickly agreed to be their partners, added that "Pitt-Jolie remain the owners."   The hyphen emphasizes that then and now they are joined together as a couple.  Writing "Pitt-Jolie" in lieu of "Jolie-Pitt" makes it clear that it is the two of them and not the kids.

The article describes how they were "in search of tranquillity," fell in love with Miaval, and exercised their option to buy.  A reminder that while it now produces acclaimed rosĂ©s, Miraval is first and foremost their home.  Brad lavished a lot of care and attention in overseeing the chateau's renovation and, as the article noted, he is Miraval's best agent.  His hand guides everything from the tie-up with the Perrins to the promotional efforts -- and that would include what he wanted Reynaud's article to say.  Reynaud details the big plans they have for Miraval.  They have vastly increased and upgraded the now 1,000-hectare estate.  They are in the process of greatly expanding their wine production and turning the underutilized areas into a "leading artistic venue."  The sculpture workshop capable of "monumental" works obviously shows Houseago's influence on Brad's artistic pursuits.  Screenwriting would be more of interest to Angelina who wrote In the Land of Blood and Honey while sick with the flu in an isolated "white room" of the chateau.   




Le Figaro

Comment Miraval est devenu le rosé superstar

 

Publié le 15/06/19 par

Un magnum de rosĂ© de Muse de Miraval vient d’ĂŞtre adjugĂ© 2 600 euros lors d’une vente aux enchères. Un record qui en dit long sur la cote de ce vin et du domaine du Var qui le produit, propriĂ©tĂ© des acteurs Brad Pitt et Angelina Jolie, et dirigĂ© par la famille Perrin.

Quelques domaines provençaux sont Ă  l’origine du superbe dĂ©collage de la fusĂ©e rosĂ©. Les amateurs savent que, sur le pas de tir, se trouvent les pionniers Minuty, Ott, Esclans et une ou deux autres propriĂ©tĂ©s ayant su assembler des cuvĂ©es irrĂ©prochables, bien prĂ©sentĂ©es, marketĂ©es avec soin, et les vendre en France puis aux quatre coins du monde. Mais la mise en orbite de cette couleur Ă  l’Ă©tranger, en particulier aux États-Unis, est indissociable du rĂ´le jouĂ© par le château de Miraval, Ă  Correns, dans le Var. Il y a deux semaines, une bouteille de Muse de Miraval Ă©tait adjugĂ©e 2 600 euros lors d’une vente organisĂ©e par la RĂ©gion Sud au profit de la Fondation GoodPlanet de Yann Arthus-Bertrand. Un record absolu pour cette catĂ©gorie. Le signe surtout que le " p’tit rosĂ© " est passĂ©, le temps de le dire, du statut de produit de consommation banal Ă  celui d’objet statutaire. Comment en est-on arrivĂ© lĂ   ?

En 2011, Angelina Jolie et Brad Pitt achètent pour une somme Ă©valuĂ©e Ă  35 millions d’euros le domaine Ă  l’homme d’affaires amĂ©ricain Tom Bove. Les deux cĂ©lĂ©britĂ©s en quĂŞte de tranquillitĂ© sont tombĂ©es sous le charme des lieux dès 2008 et ont obtenu un bail locatif de trois ans avec option d’achat.

Cette acquisition fait aussi d’eux des producteurs de vin. La propriĂ©tĂ©, qui s’Ă©tend alors sur 600 hectares (environ 1 000 hectares, aujourd’hui) et deux appellations, cĂ´tes-de-provence et coteaux-varois-en-provence, compte une cinquantaine d’hectares plantĂ©s en cinsault, mourvèdre, syrah, rolle, grenache, tibouren… L’idĂ©e du couple est de faire appel Ă  un consultant qui puisse superviser la production. Dans un premier temps, l’ingĂ©nieur agronome Laurence Berlemont, qui suit de près l’activitĂ© du domaine depuis 1998, poursuit sa mission, sans changer de cap. " Miraval dispose d’un très bon terroir, mĂŞme s’il est difficile car le raisin y mĂ»rit tard. Le château a longtemps Ă©tĂ© une rĂ©fĂ©rence pour les grands blancs de la rĂ©gion, explique-t-elle. Avec les anciens propriĂ©taires, la gamme de blancs Ă©tait très complète. "

Mais Pitt veut faire Ă©voluer son domaine. C’est finalement la famille Perrin - entre autres propriĂ©taire du château de Beaucastel, Ă  CourthĂ©zon (Vaucluse), en appellation châteauneuf-du-pape - qui va s’engager sur le long terme. "Nous cherchions un domaine en Provence depuis une quinzaine d’annĂ©es, raconte Marc Perrin. Nous aimons la notion de nouvelle frontière, nous aimons sortir de notre rĂ©gion d’origine. " Ce que la famille a dĂ©jĂ  fait en crĂ©ant le domaine Tablas Creek de Paso Robles, en Californie, et en y plantant des cĂ©pages rhodaniens. Brad Pitt connaĂ®t les vins et la rĂ©putation des Perrin.

Ils entrent en relation par l’intermĂ©diaire d’un ami commun, l’Ă©bĂ©niste Frank Pollaro. "Nous avons Ă©tĂ© sĂ©duits par le potentiel de Miraval, reprend Marc Perrin. C’est en bio depuis une quarantaine d’annĂ©es. C’est immense. Nous avons proposĂ© au couple Pitt-Jolie de devenir partenaires de l’affaire. Ils ont acceptĂ© 24 heures plus tard. " Pitt-Jolie restent propriĂ©taires, mais la sociĂ©tĂ© Miraval Provence, qui prend en charge la production, la distribution et la commercialisation, appartient Ă  hauteur de 50 % Ă  la famille Perrin. Les profits sont partagĂ©s Ă  parts Ă©gales.

De prime abord, cet accord semble Ă  l’avantage des Perrin. Mais le risque que prend alors la famille de CourthĂ©zon est Ă©levĂ©. La rĂ©putation d’excellence de plusieurs gĂ©nĂ©rations de vignerons est mise dans la balance, sous les projecteurs surpuissants qui ne lâchent jamais Brad Pitt et Angelina Jolie. Avec ces deux-lĂ , le moindre dĂ©rapage peut se transformer en une sortie de route Ă  grand spectacle. De leur cĂ´tĂ©, les AmĂ©ricains s’associent avec une très respectable famille ancrĂ©e dans le terroir, aussi Ă  l’aise avec les cuvĂ©es de prestige, comme Beaucastel, qu’en matière de nĂ©goce (voir encadrĂ©).

Les Perrin vinifient leur premier millĂ©sime en 2012. Il est rĂ©ussi. Dans la foulĂ©e, Miraval est le premier vin rosĂ© Ă  entrer dans la liste des 100 meilleures cuvĂ©es de l’annĂ©e du Wine Spectator, le magazine amĂ©ricain qui fait rĂ©fĂ©rence dans le mondovino : une vĂ©ritable dĂ©flagration. Il y est question d’" un vin raffinĂ© et Ă©lĂ©gant, aux arĂ´mes de baies rouges sĂ©chĂ©es et de tangerine, avec une finale concentrĂ©e sur des notes de pierre Ă  fusil et d’Ă©pices ". Miraval fait d’un coup exploser le plafond de verre qui empĂŞchait le rosĂ© d’ĂŞtre considĂ©rĂ© comme un grand vin. Les 6 000 bouteilles mises en vente en ligne sont vendues en cinq heures. De Los Angeles Ă  New York, on salive en attendant la livraison des 15 000 caisses prĂ©vue en avril 2013. "Le succès est sans doute en partie liĂ© Ă  la formule Pitt-Jolie + la famille Perrin + le Wine Spectator, analyse Marc Perrin, six ans plus tard. Le rosĂ© est aussi arrivĂ© aux États-Unis au moment oĂą s’effectuait un vĂ©ritable changement de culture gastronomique. C’est une Ă©poque durant laquelle, Ă  une mĂŞme tablĂ©e, chacun a commencĂ© Ă  choisir son plat, liĂ© Ă  son alimentation sans gluten, vegan ou autre. Quand la cuisine fusionne les influences asiatiques, europĂ©ennes, sud-amĂ©ricaines, le rosĂ© est en capacitĂ© de s’associer Ă  tous ces types de saveur. "

Mais c’est bien Brad Pitt lui-mĂŞme qui fut et reste le meilleur agent de son domaine. Et l’homme ne manque pas de le mettre en avant dès que l’occasion se prĂ©sente. Lors du dernier Festival de Cannes, l’acteur s’arrange pour que Miraval soit prĂ©sent Ă  la grande soirĂ©e qui suit la projection du film de Quentin Tarantino. Il fait mĂŞme graver Once Upon a time… in Hollywood, le titre du long-mĂ©trage, sur une sĂ©rie de magnums. Et cela en jette.

Sur place, au château de Miraval, Marc Perrin fait appel aux microbiologistes des sols Lydia et Claude Bourguignon, qui auscultent une bonne partie du domaine. " Nous avons identifiĂ© une dizaine de parcelles intĂ©ressantes. Une avec des spĂ©cificitĂ©s de sol qu’on retrouve plutĂ´t en Alsace. C’est super pour faire des blancs. Une autre est proche de ce qu’on peut trouver en cĂ´te-rĂ´tie, idĂ©ale pour les syrahs, explique Perrin. L’opĂ©ration permet aussi de dĂ©couvrir l’existence de terroirs très proches de ceux de la cĂ´te de Nuits, en Bourgogne.

"C’est un patchwork gĂ©ologique formidable. " Ces dĂ©couvertes marquent le coup d’envoi d’impressionnants chantiers.  Dans le nord du domaine, Ă  flanc de coteau, Ă  500 mètres d’altitude, une parcelle de 4 hectares est dĂ©frichĂ©e, des dizaines de tonnes de pierres sont retirĂ©es pour le prĂ©parer Ă  la plantation de pinot noir " pour des vins que nous pourrons commencer Ă  dĂ©guster en 2029 ". Des travaux dantesques. "Traditionnellement, les Provençaux plantaient oĂą il Ă©tait le plus simple de planter. Nous avons cherchĂ© ailleurs, sur des terres souvent vierges ", continue Perrin. Les cabernets sauvignons dont les jus sont considĂ©rĂ©s comme dĂ©cevants, sont arrachĂ©s. Les Perrin et Pitt sont sur la mĂŞme longueur d’onde, obsĂ©dĂ©s par la qualitĂ© de leurs jus, dans les trois couleurs

Les idĂ©es ne manquent pas et les moyens suivent. Après avoir fait le constat qu’une parcelle de syrah manquait souvent de maturitĂ©, il a Ă©tĂ© dĂ©cidĂ© d’y construire des terrasses en pierre sèche qui, par le jeu de la rĂ©verbĂ©ration, pourront faire monter la tempĂ©rature dans la vigne.

Le cuvier a Ă©tĂ© repensĂ© et dispose aujourd’hui d’une superbe sĂ©rie d’Ĺ“ufs en bĂ©ton, un must du point de vue de la vinification. "Ces cuves en forme de tulipe font Ă©voluer la qualitĂ© des vins, leur donnent plus de texture. Cela nous convient, nous qui cherchons Ă  obtenir des vins très purs, floraux, mais avec une bouche charnue et une finale calcaire ", dĂ©taille Marc Perrin. Bien entendu, seuls 10 % de la production Ă©tiquetĂ©e Miraval - environ 2 millions de bouteilles au total - sont vinifiĂ©s sur place. Le reste provient de chez des vignerons partenaires. Tous les assemblages et les mises en bouteille sont rĂ©alisĂ©s Ă  Orange.

En marge du volet vitivinicole, Miraval s’apprĂŞte Ă  devenir un lieu artistique de premier plan. L’idĂ©e de Pitt est d’y accueillir des artistes en rĂ©sidence. Une façon de renouer avec un passĂ© proche. Un des prĂ©cĂ©dents propriĂ©taires, le pianiste et compositeur de musiques de film Jacques Loussier, y avait installĂ© dès 1977 son studio d’enregistrement, soit 300 m2 de consoles, d’enregistreurs Ă  bandes magnĂ©tiques, le tout 100 % analogique. L’idĂ©e Ă©tait d’accueillir les musiciens de la ville, dans un cadre serein, avec les meilleures installations techniques du moment. Vont ainsi se succĂ©der sur place les Pink Floyd, venus enregistrer The Wall - la pochette de l’album mentionne avec une orthographe approximative "enregistrĂ© Ă  Miravel " -, les Australiens Ă©nervĂ©s d’AC/DC, Sade et le chanteur Sting. Ce dernier profite mĂŞme de son sĂ©jour pour introduire des truites dans l’Ă©tang de la propriĂ©tĂ© qu’il ne juge pas assez poissonneux. Les Français de TĂ©lĂ©phone et d’Indochine s’offrent aussi leur sĂ©jour sur place. Aujourd’hui, le studio, en parfait Ă©tat, ne demande qu’Ă  accueillir des musiciens contemporains dĂ©sireux d’utiliser ce matĂ©riel de collection.

Dans le mĂŞme esprit, l’ancien cuvier, inadaptĂ© Ă  la production de vin de grande qualitĂ© souhaitĂ©e, va ĂŞtre transformĂ© en atelier de sculpture. Ses dix mètres sous plafond devraient autoriser la production d’Ĺ“uvres monumentales. Enfin, Brad Pitt souhaite dĂ©velopper des ateliers d’Ă©criture de scĂ©nario.

Toute une stratĂ©gie qui semble bien pensĂ©e et qu’observent avec attention les grandes entreprises du secteur : "Miraval crĂ©e tout un univers autour du vin, changeant la vision que le public peut avoir de ses produits, commente le Bordelais Bernard Magrez, Ă  la tĂŞte de 42 domaines dans le monde. Pitt a naturellement choisi l’univers artistique, qui est finalement très liĂ© Ă  celui du vin, car liĂ© Ă  l’excellence. Il fait du vin un produit culturel. C’est complètement disruptif pour ce secteur. J’applaudis des deux mains et je me permets de rappeler que ce ne sont pas les grands marchands de bougies qui ont inventĂ© l’ampoule ! "

Miraval vient d’annoncer l’Ă©largissement de sa gamme. En guise de clin d’Ĺ“il Ă  ses activitĂ©s artistiques passĂ©es et Ă  venir, la maison lance Studio by Miraval (IGP MĂ©diterranĂ©e), un rosĂ© aux arĂ´mes classiques, avec une touche saline prononcĂ©e, une vraie entrĂ©e de gamme. Dans un esprit très diffĂ©rent, elle sort Muse de Miraval, issu de deux superbes parcelles du domaine, une cuvĂ©e de prestige dont la production est limitĂ©e Ă  1 700 magnums.

Six ans après le succès retentissant de la première cuvĂ©e de Miraval signĂ©e Pitt-Perrin, la ferveur n’est pas retombĂ©e outre-Atlantique. Et rien ne laisse prĂ©sager le moindre flĂ©chissement. En France, le rosĂ© reprĂ©sente presque un tiers des volumes consommĂ©s, contre 5 % aux États-Unis. La Provence liquide n’a pas fini de s’exporter.


Thanks Pride&Joy



bing translation

How Miraval became the superstar rosé


A magnum of muse de Miraval rosé has just been sold for 2,600 euros at an auction. A record that says a lot about the rating of this wine and the Var estate that produces it, owned by actors Brad Pitt and Angelina Jolie, and run by the Perrin family.

Some Provençal domains are responsible for the superb take-off of the pink rocket. Fans know that, on the shooting pitch, are the pioneers Minuty, Ott, Esclans and one or two other properties that have assembled impeccable vintages, well presented, marketed with care, and sold in France and then around the world.  But the orbiting of this color abroad, especially in the United States, is inseparable from the role played by Chateau Miraval, in Correns in the Var.  Two weeks ago, a bottle of Muse de Miraval was sold for 2,600 euros at a sale organized by La RĂ©gion Sud to benefit Yann Arthus-Bertrand's GoodPlanet Foundation. An absolute record for this category.  A sign above all that the "little rosĂ©" has gone, it is time to say, from the status of a banal consumer product to that of a statutory object.  How did we get to this point?

In 2011, Angelina Jolie and Brad Pitt bought the estate for an estimated 35 million euros from American businessman Tom Bove. The two celebrities in search of tranquillity fell in love with the place in 2008 and obtained a three-year rental lease with option to buy.

This acquisition also makes them wine producers.  The property, which then covered 600 hectares (about 1,000 hectares today) and two appellations, cĂ´tes-de-Provence and coteaux-varois-en-Provence, has about fifty hectares planted in cinsault, mourvèdre, syrah, rolle, grenache, Tibouren... The idea of the couple was to call on a consultant who can supervise the production. At first, the agronomist engineer Laurence Berlemont, who had been closely following the activity of the estate since 1998, continued his mission, without changing course. "Miraval has a very good terroir, even if it is difficult because the grapes ripen late. The castle has long been a reference for the great whites of the region, he explains. "With the previous owners, the range of whites was very complete. "

But Pitt wants to evolve his field.  In the end, it is the Perrin family - among others owner of the Château de Beaucastel, in CourthĂ©zon (Vaucluse), in the appellation Châteauneuf-du-pape - who will commit themselves to the long term. "We had been looking for an estate in Provence for about 15 years," says Marc Perrin.  "We like the notion of a new frontier, we like to get out of our home region. " What the family has already done by creating the Tablas Creek estate in Paso Robles, California, and planting Rhodanian grape varieties.  Brad Pitt knows the wines and reputation of the Perrins.

They enter into a relationship through a mutual friend, cabinetmaker Frank Pollaro. "We were seduced by Miraval's potential," says Marc Perrin.  "It's been organic for about 40 years. It's huge. We proposed to the Pitt-Jolie couple to become partners in the business. They agreed 24 hours later. "  Pitt-Jolie remain the owners, but Miraval Provence, which supports production, distribution and marketing, is 50% owned by the Perrin family.  Profits are shared equally.

At first glance, this agreement seems to be to the Perrins' advantage. But the risk to Courthezon's family is high.  The reputation of excellence of several generations of winemakers is put in the balance, under the super-powerful spotlights that never let go of Brad Pitt and Angelina Jolie. With these two, the slightest skid can turn into a big-show road trip.  For their part, the Americans associate themselves with a very respectable family rooted in the terroir, as comfortable with prestige vintages, such as Beaucastel, as in terms of trading (see box).

The Perrins made their first vintage in 2012. It is successful. In the process, Miraval is the first rosĂ© wine to be included in the list of the 100 best vintages of the year of the Wine Spectator, the American magazine that refers in the mondovino: a real explosion.  It is about "a refined and elegant wine, with aromas of dried red berries and tangerine, with a finish concentrated on notes of gun stone and spices."  Miraval suddenly blew up the glass ceiling that prevented rosĂ© from being considered a great wine. The 6,000 bottles on sale online are sold out in five hours.  From Los Angeles to New York, we are salivating while waiting for the delivery of the 15,000 cases scheduled for April 2013. "Success is probably partly related to the Pitt-Jolie formula - the Perrin family - the Wine Spectator," writes Marc Perrin, six years later.  "RosĂ© also arrived in the United States at a time when there was a real change in gastronomic culture. It was a time when, at the same table, everyone began to choose their dish, linked to their gluten-free, vegan or other diet. When the cuisine fuses Asian, European and South American influences, rosĂ© is able to combine with all these types of flavours. "

But it was Brad Pitt himself who was and remains the best agent in his field.  And he does not fail to put it forward as soon as the opportunity arises. At the last Cannes Film Festival, the actor arranged for Miraval to be present at the big party following the screening of Quentin Tarantino's film. He even etched "Once Upon a time... in Hollywood," the title of the feature film, on a series of magnums. And that throws some away.

On site, at the Château de Miraval, Marc Perrin calls on soil microbiologists Lydia and Claude Bourguignon, who examine a large part of the estate.  "We have identified a dozen interesting plots. One with soil specificities that can be found in Alsace. It's great for whites. Another is close to what can be found in cĂ´te-rĂ´tie, ideal for syrahs," explains Perrin.  The operation also allows the discovery of the existence of terroirs very close to those of the cĂ´te de Nuits, in Burgundy.

"It's a great geological patchwork. "  These discoveries mark the start of impressive projects.  In the north of the estate, on the hillside, at 500 meters above sea level, a plot of 4 hectares is cleared, tens of tons of stones are removed to prepare it for the planting of pinot noir "for wines that we can start tasting in 2029". Dantesque work.  "Traditionally, the Provençals planted where it was easiest to plant. We searched elsewhere, on often untouched land," continues Perrin.  Cabernet sauvignons, whose juices are considered disappointing, are torn off.  The Perrin and Pitt are on the same wavelength, obsessed with the quality of their juices, in all three colors

There is no shortage of ideas and the means follow. After realizing that a plot of syrah often lacked maturity, it was decided to build dry stone terraces there that, through the play of reverberation, could raise the temperature in the vine.

The vat has been redesigned and today has a superb series of concrete eggs, a must from the point of view of winemaking. "These tulip-shaped vats change the quality of the wines, give them more texture. This suits us, who are looking for very pure, floral wines, but with a fleshy mouth and a limestone finish," explains Marc Perrin. Of course, only 10% of Miraval's labeled production - about 2 million bottles in total - is vinified on site. The rest comes from partner winemakers. All blends and bottlings are made in Orange.

In addition to the wine making section, Miraval is about to become a leading artistic venue. Pitt's idea is to welcome artists in residence. A way to reconnect with a near past. One of the previous owners, the pianist and composer of film music Jacques Loussier, had set up his recording studio there in 1977, i.e. 300sqm of consoles, magnetic tape recorders, all 100% analog.  The idea was to welcome the musicians of the city, in a serene setting, with the best technical facilities of the moment. Pink Floyd, who came to record The Wall - the album cover mentions with approximate spelling "recorded in Miravel" - follow the scene, the angry Australians of AC/DC, Sade and the singer Sting. The latter even takes advantage of his stay to introduce trout into the pond of the property that he considers does not have enough fish.  Les Français de TĂ©lĂ©phone et d’Indochine also stay on site. Today, the studio, in perfect condition, is just waiting to welcome contemporary musicians who want to use this collectible material.

In the same spirit, the old vat, unsuitable for the desired production of high quality wine, will be transformed into a sculpture workshop.  Its ten-meters ceiling should allow the production of monumental works.  Finally, Brad Pitt wants to develop scriptwriting workshops.

A whole strategy that seems well thought out and carefully observed by the big companies in the sector: "Miraval creates a whole universe around wine, changing the public's view of its products," comments Bordeaux's Bernard Magrez, head of 42 areas around the world.  "Pitt naturally chose the artistic universe, which is ultimately very much linked to that of wine, because it is linked to excellence. It makes wine a cultural product. It's completely disruptive for this sector. I applaud with both hands and let me remind myself that it was not the great candle merchants who invented the bulb! "

Miraval has just announced the expansion of its range. As a nod to its past and future artistic activities, the company launched Studio by Miraval (IGP Mediterranean), a rosé with classic aromas, with a pronounced saline touch, a true entry-level. In a very different spirit, it released Muse de Miraval, from two superb plots of the estate, a prestigious vintage whose production is limited to 1,700 magnums.

Six years after the resounding success of Pitt-Perrin's first Miraval vintage, the fervor has not fallen across the Atlantic. And there is no sign of a softening.  In France, rosĂ© accounts for almost one-third of the volume consumed, compared to 5% in the United States. Liquid Provence has not finished exporting.



Chrome translate

How Miraval became the superstar rosé
A magnum of rosé from Muse de Miraval has just been sold for 2,600 euros at an auction.
By Stephane Reynaud
Posted on 06/15/2019

A record that says a lot about the rating of this wine and the Var estate that produces it, owned by actors Brad Pitt and Angelina Jolie, and run by the Perrin family.

A few Provençal estates are behind the superb take-off of the rosé rocket. Amateurs know that, on the launch pad, are the pioneers Minuty , Ott , Esclans and one or two other properties that have been able to blend impeccable cuvées, well presented, carefully marketed, and sell them in France and then to the four corners of the world. But the putting into orbit of this color abroad, in particular in the United States, is inseparable from the role played by the Château de Miraval , in Correns, in the Var. Two weeks ago, a bottle of Muse de Miraval went for 2,600 euros at a sale organized by the Southern Region for the benefit of Yann Arthus-Bertrand's GoodPlanet Foundation.. An absolute record for this category. Above all, the sign that the "little rosé" has gone, time to say it, from the status of an ordinary consumer product to that of a statutory object. How did we get here ?

In 2011, Angelina Jolie and Brad Pitt bought the estate from American businessman Tom Bove for an estimated sum of 35 million euros. The two celebrities in search of tranquility fell in love with the place in 2008 and obtained a three-year rental lease with an option to buy.

This acquisition also makes them wine producers. The property, which then extended over 600 hectares (about 1,000 hectares, today) and two appellations, CĂ´tes-de-Provence and Coteaux-Varois-en-Provence , has around fifty hectares planted with Cinsault , Mourvèdre , syrah , rolle , grenache , tibouren … The couple's idea is to call on a consultant who can supervise production. Initially, agronomist Laurence Berlemont, who has closely followed the activity of the estate since 1998, continues his mission, without changing course. "  Miraval has a very good terroir, even if it is difficult because the grapes ripen late there. The chateau has long been a reference for the great whites of the region, she explains. With the previous owners, the range of whites was very complete. "

"We had been looking for a domain in Provence for fifteen years, says Marc Perrin. We like the notion of a new frontier, we like to leave our region of origin. " What the family has already done by creating the Tablas Creek domain of Paso Robles, California, and planting Rhone grape varieties there. Brad Pitt knows the wines and the reputation of the Perrins.

They entered into a relationship through a mutual friend, cabinetmaker Frank Pollaro. “We were seduced by the potential of Miraval, resumes Marc Perrin. It has been organic for about forty years. It is immense. accepted 24 hours later.” The Pitt-Jolies remain the owners, but the company Miraval Provence, which handles production, distribution and marketing, is 50% owned by the Perrin family. Profits are shared equally.

At first glance, this agreement seems to benefit the Perrins. But the risk then taken by the Courthézon family is high. The reputation for excellence of several generations of winegrowers hangs in the balance, under the overpowering spotlight that never lets go of Brad Pitt and Angelina Jolie. With these two, the slightest slip can turn into a spectacular road trip. For their part, the Americans are associated with a very respectable family anchored in the land, as comfortable with prestige cuvées, such as Beaucastel, as in terms of trade (see box).

The Perrin vinified their first vintage in 2012. It was successful. In the process, Miraval is the first rosĂ© wine to enter the list of the 100 best cuvĂ©es of the year by Wine Spectator , the American magazine which is a reference in the mondovino: a real explosion. It is about "a refined and elegant wine, with aromas of dried red berries and tangerine, with a finish concentrated on notes of gunflint and spices "  . Miraval suddenly shattered the glass ceiling that prevented rosĂ© from being considered a great wine. The 6,000 bottles put up for sale online sold out in five hours.From Los Angeles to New York, we are salivating while waiting for the delivery of the 15,000 cases scheduled for April 2013. "The success is undoubtedly partly linked to the Pitt-Jolie formula + the Perrin family + the Wine Spectator, analyzes Marc Perrin, six years later. RosĂ© also arrived in the United States at a time when a real change in gastronomic culture was taking place. It was a time during which, at the same table, everyone began to choose their dish, linked to its gluten-free, vegan or other diet. When the cuisine merges Asian, European and South American influences, rosĂ© is able to associate itself with all these types of flavor."

But it is Brad Pitt himself who was and remains the best agent in his field. And the man does not fail to put it forward as soon as the opportunity arises. During the last Cannes Film Festival, the actor arranges for Miraval to be present at the big party following the screening of Quentin Tarantino's film. He even had Once Upon a time… in Hollywood, the title of the feature film, engraved on a series of magnums. And it throws.

"We have identified around ten interesting plots. One with specific soil characteristics that are found more in Alsace. It's great for making white wines. Another is close to what you can find in CĂ´te-RĂ´tie, ideal for the Syrahs, explains Perrin.The operation also makes it possible to discover the existence of terroirs very close to those of the CĂ´te de Nuits, in Burgundy .

"It's a wonderful geological patchwork." These discoveries mark the start of impressive projects. In the north of the estate, on the hillside, 500 meters above sea level, a 4-hectare plot is cleared, tens of tons of stones are removed to prepare it for planting pinot noir "for wines that we can start tasting in 2029". Dantesque works. "Traditionally, the people of Provence planted where it was easiest to plant. We looked elsewhere, on often virgin land", continues Perrin. Cabernet Sauvignons , whose juices are considered disappointing, are ripped off. The Perrins and Pitts are on the same wavelength, obsessed with the quality of their juices,.

The ideas are not lacking and the means follow. After realizing that a parcel of Syrah often lacked maturity, it was decided to build dry stone terraces there which, through the play of reverberation, could raise the temperature in the vines.

The vat room has been redesigned and now has a superb series of concrete eggs, a must from a winemaking point of view . "These tulip-shaped vats make the quality of the wines evolve, give them more texture. This suits us, we who seek to obtain very pure, floral wines, but with a fleshy mouthfeel and a chalky finish", explains Marc Perrin . Of course, only 10% of production labeled Miraval - around 2 million bottles in total - is vinified on site. The rest comes from partner winegrowers. All blending and bottling is done in Orange.

On the sidelines of the wine sector, Miraval is about to become a leading artistic place. Pitt's idea is to welcome artists in residence there . A way to reconnect with a recent past. One of the previous owners, the pianist and composer of film music Jacques Loussier, had set up his recording studio there in 1977 , ie 300 m2 of consoles, magnetic tape recorders, all 100% analogue. The idea was to welcome the city's musicians, in a serene setting, with the best technical installations of the moment.The Pink Floyd, who came to record The Wall - the album cover mentions with an approximate spelling "recorded at Miravel" - will thus succeed one another on the spot -, the angry Australians of AC / DC, Sade and the singer Sting. The latter even takes advantage of his stay to introduce trout into the property's pond, which he does not consider to be fishy enough. The French Telephone and Indochina also offer their stay on site. Today, the studio, in perfect condition, is eager to welcome contemporary musicians wishing to use this collection material.

In the same spirit, the old vat room, unsuited to the production of the desired high quality wine, will be transformed into a sculpture workshop . Its ten meters under ceiling should authorize the production of monumental works. Finally, Brad Pitt wants to develop screenwriting workshops.

A whole strategy which seems well thought out and which the large companies in the sector are observing with attention: "Miraval creates a whole universe around wine, changing the vision that the public can have of its products, comments the Bordelais Bernard Magrez, head of of 42 domains in the world. Pitt naturally chose the artistic universe, which is ultimately very linked to that of wine, because linked to excellence. He makes wine a cultural product. It is completely disruptive for this sector. I applaud with both hands and I take the liberty of reminding you that it was not the great candle merchants who invented the light bulb! "

Miraval has just announced the expansion of its range. As a nod to its past and future artistic activities, the house is launching Studio by Miraval (IGP Méditerranée), a rosé with classic aromas, with a pronounced saline touch, a real entry level. In a very different spirit, she released Muse de Miraval , from two superb plots of the estate, a prestigious cuvée whose production is limited to 1,700 magnums.

Six years after the resounding success of the first cuvée de Miraval signed Pitt-Perrin, the fervor has not waned across the Atlantic. And nothing suggests the slightest decline. In France, rosé represents almost a third of the volumes consumed, compared to 5% in the United States. Liquid Provence has not finished being exported .






The Wine Spectator column, Unfiltered, is only posted in part below because it contains flagrant innacuracies: Muse de Miraval did not make its debut at the Cannes film festivsl.  What was served during the festival and at the OUATIH after party, with the film's title etched on the bottle as seen above, was the regular rosĂ©.  Muse set a record price at a charity auction held at Château La Coste, which is over a 100 miles away from Cannes, and took place after the festival screenings.  The Perrins are co-owners of the wine production, not Miraval itself.  Since the writer plays fast and loose with facts, the only reliable parts are where Perrin is quoted directly.
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Unfiltered, Wine Spectator

Inside the New Winery for Brad Pitt and Angelina Jolie's Record-Breaking Rosé

Winemaker Marc Perrin explained how he crafted a rosĂ© to compete with elite reds and whites in quality—and a four-figure price tag

Jun 19, 2019
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“The idea for us with this wine is to show that great rosĂ© can be as great as great white or great red,” Perrin told Unfiltered. “It can evolve with time and become extremely complex. That’s why we decided to bottle it in magnums so that people try to keep it as [long] as possible.” Outside the auction world, retailers had priced the wine at about $290 per mag.
Long before its red-carpet debut, Muse was a soil study: Perrin eventually selected two of the best and oldest parcels of Grenache and Rolle (Vermentino) on the property's 2,500 acres for the cuvée. And where the standard Miraval bottlings are sent to the Perrin facility up in the Rhône for élevage, Muse is crushed, fermented and aged in a new winery on the Miraval property; 2018 was the inaugural vintage. The cellar has been equipped with egg-shaped concrete tanks, which, Perrin explained, is a return to the old.


“Typically, the great rosĂ©s from Provence were all made in concrete tanks, so we’re basically coming back to the tradition of rosĂ©,” Perrin said. “But at the same time, it’s with a new shape of tanks, which gives a really interesting profile to the wine.” A new press for Muse grapes is perched at one of the estate’s highest points, allowing gravity to coax the juice down to the fermentation tanks, no pumps necessary.


Unfortunately, all 1,700 magnums of the new juice have sold out on the winery’s end—hopefully not a portent of rosĂ© shortages to come.

Thanks Felicity












source

I was also provided the link to an article in The Telegraph but it obviosly brazenly lifted portions off Le Figaro's report and as such is not worth posting.

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