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 rosés, 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 Stéphane Reynaud
Un magnum de rosé de Muse de Miraval vient d’être adjugé 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, propriété des acteurs Brad Pitt et Angelina Jolie, et dirigé par la famille Perrin.
Quelques domaines provençaux sont à l’origine du superbe décollage de la fusée rosé. Les amateurs savent que, sur le pas de tir, se trouvent les pionniers Minuty, Ott, Esclans et une ou deux autres propriétés ayant su assembler des cuvées irréprochables, bien présentées, marketées avec soin, et les vendre en France puis aux quatre coins du monde. Mais la mise en orbite de cette couleur à l’étranger, en particulier aux États-Unis, est indissociable du rôle joué par le château de Miraval, à Correns, dans le Var. Il y a deux semaines, une bouteille de Muse de Miraval était adjugée 2 600 euros lors d’une vente organisée par la Région Sud au profit de la Fondation GoodPlanet de Yann Arthus-Bertrand. Un record absolu pour cette catégorie. Le signe surtout que le " p’tit rosé " est passé, le temps de le dire, du statut de produit de consommation banal à celui d’objet statutaire. Comment en est-on arrivé là ?
En 2011, Angelina Jolie et Brad Pitt achètent pour une somme évaluée à 35 millions d’euros le domaine à l’homme d’affaires américain Tom Bove. Les deux célébrités en quête de tranquillité sont tombées 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 propriété, qui s’étend alors sur 600 hectares (environ 1 000 hectares, aujourd’hui) et deux appellations, côtes-de-provence et coteaux-varois-en-provence, compte une cinquantaine d’hectares plantés en cinsault, mourvèdre, syrah, rolle, grenache, tibouren… L’idée du couple est de faire appel à un consultant qui puisse superviser la production. Dans un premier temps, l’ingénieur agronome Laurence Berlemont, qui suit de près l’activité du domaine depuis 1998, poursuit sa mission, sans changer de cap. " Miraval dispose d’un très bon terroir, même s’il est difficile car le raisin y mûrit tard. Le château a longtemps été une référence pour les grands blancs de la région, explique-t-elle. Avec les anciens propriétaires, la gamme de blancs était très complète. "
Mais Pitt veut faire évoluer son domaine. C’est finalement la famille Perrin - entre autres propriétaire du château de Beaucastel, à Courthézon (Vaucluse), en appellation châteauneuf-du-pape - qui va s’engager sur le long terme. "Nous cherchions un domaine en Provence depuis une quinzaine d’années, raconte Marc Perrin. Nous aimons la notion de nouvelle frontière, nous aimons sortir de notre région d’origine. " Ce que la famille a déjà fait en créant le domaine Tablas Creek de Paso Robles, en Californie, et en y plantant des cépages rhodaniens. Brad Pitt connaît les vins et la réputation des Perrin.
Ils entrent en relation par l’intermédiaire d’un ami commun, l’ébéniste Frank Pollaro. "Nous avons été séduits par le potentiel de Miraval, reprend Marc Perrin. C’est en bio depuis une quarantaine d’années. C’est immense. Nous avons proposé au couple Pitt-Jolie de devenir partenaires de l’affaire. Ils ont accepté 24 heures plus tard. " Pitt-Jolie restent propriétaires, mais la société Miraval Provence, qui prend en charge la production, la distribution et la commercialisation, appartient à hauteur de 50 % à la famille Perrin. Les profits sont partagés à parts égales.
De prime abord, cet accord semble à l’avantage des Perrin. Mais le risque que prend alors la famille de Courthézon est élevé. La réputation d’excellence de plusieurs générations de vignerons est mise dans la balance, sous les projecteurs surpuissants qui ne lâchent jamais Brad Pitt et Angelina Jolie. Avec ces deux-là, le moindre dérapage peut se transformer en une sortie de route à grand spectacle. De leur côté, les Américains s’associent avec une très respectable famille ancrée dans le terroir, aussi à l’aise avec les cuvées de prestige, comme Beaucastel, qu’en matière de négoce (voir encadré).
Les Perrin vinifient leur premier millésime en 2012. Il est réussi. Dans la foulée, Miraval est le premier vin rosé à entrer dans la liste des 100 meilleures cuvées de l’année du Wine Spectator, le magazine américain qui fait référence dans le mondovino : une véritable déflagration. Il y est question d’" un vin raffiné et élégant, aux arômes de baies rouges séchées et de tangerine, avec une finale concentrée sur des notes de pierre à fusil et d’épices ". Miraval fait d’un coup exploser le plafond de verre qui empêchait le rosé d’être considéré comme un grand vin. Les 6 000 bouteilles mises en vente en ligne sont vendues en cinq heures. De Los Angeles à New York, on salive en attendant la livraison des 15 000 caisses prévue en avril 2013. "Le succès est sans doute en partie lié à la formule Pitt-Jolie + la famille Perrin + le Wine Spectator, analyse Marc Perrin, six ans plus tard. Le rosé est aussi arrivé aux États-Unis au moment où s’effectuait un véritable changement de culture gastronomique. C’est une époque durant laquelle, à une même tablée, chacun a commencé à choisir son plat, lié à son alimentation sans gluten, vegan ou autre. Quand la cuisine fusionne les influences asiatiques, européennes, sud-américaines, le rosé est en capacité de s’associer à tous ces types de saveur. "
Mais c’est bien Brad Pitt lui-même 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 présente. Lors du dernier Festival de Cannes, l’acteur s’arrange pour que Miraval soit présent à la grande soirée qui suit la projection du film de Quentin Tarantino. Il fait même graver Once Upon a time… in Hollywood, le titre du long-métrage, sur une série 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 identifié une dizaine de parcelles intéressantes. Une avec des spécificités de sol qu’on retrouve plutôt en Alsace. C’est super pour faire des blancs. Une autre est proche de ce qu’on peut trouver en côte-rôtie, idéale pour les syrahs, explique Perrin. L’opération permet aussi de découvrir l’existence de terroirs très proches de ceux de la côte de Nuits, en Bourgogne.
"C’est un patchwork géologique formidable. " Ces découvertes marquent le coup d’envoi d’impressionnants chantiers. Dans le nord du domaine, à flanc de coteau, à 500 mètres d’altitude, une parcelle de 4 hectares est défrichée, des dizaines de tonnes de pierres sont retirées pour le préparer à la plantation de pinot noir " pour des vins que nous pourrons commencer à déguster en 2029 ". Des travaux dantesques. "Traditionnellement, les Provençaux plantaient où il était le plus simple de planter. Nous avons cherché ailleurs, sur des terres souvent vierges ", continue Perrin. Les cabernets sauvignons dont les jus sont considérés comme décevants, sont arrachés. Les Perrin et Pitt sont sur la même longueur d’onde, obsédés par la qualité de leurs jus, dans les trois couleurs
Les idées ne manquent pas et les moyens suivent. Après avoir fait le constat qu’une parcelle de syrah manquait souvent de maturité, il a été décidé d’y construire des terrasses en pierre sèche qui, par le jeu de la réverbération, pourront faire monter la température dans la vigne.
Le cuvier a été repensé et dispose aujourd’hui d’une superbe série d’œufs en béton, un must du point de vue de la vinification. "Ces cuves en forme de tulipe font évoluer la qualité des vins, leur donnent plus de texture. Cela nous convient, nous qui cherchons à obtenir des vins très purs, floraux, mais avec une bouche charnue et une finale calcaire ", détaille Marc Perrin. Bien entendu, seuls 10 % de la production étiquetée Miraval - environ 2 millions de bouteilles au total - sont vinifiés sur place. Le reste provient de chez des vignerons partenaires. Tous les assemblages et les mises en bouteille sont réalisés à Orange.
En marge du volet vitivinicole, Miraval s’apprête à devenir un lieu artistique de premier plan. L’idée de Pitt est d’y accueillir des artistes en résidence. Une façon de renouer avec un passé proche. Un des précédents propriétaires, le pianiste et compositeur de musiques de film Jacques Loussier, y avait installé dès 1977 son studio d’enregistrement, soit 300 m2 de consoles, d’enregistreurs à bandes magnétiques, le tout 100 % analogique. L’idée était d’accueillir les musiciens de la ville, dans un cadre serein, avec les meilleures installations techniques du moment. Vont ainsi se succéder sur place les Pink Floyd, venus enregistrer The Wall - la pochette de l’album mentionne avec une orthographe approximative "enregistré à Miravel " -, les Australiens énervés d’AC/DC, Sade et le chanteur Sting. Ce dernier profite même de son séjour pour introduire des truites dans l’étang de la propriété qu’il ne juge pas assez poissonneux. Les Français de Téléphone et d’Indochine s’offrent aussi leur séjour sur place. Aujourd’hui, le studio, en parfait état, ne demande qu’à accueillir des musiciens contemporains désireux d’utiliser ce matériel de collection.
Dans le même esprit, l’ancien cuvier, inadapté à la production de vin de grande qualité souhaitée, va être transformé en atelier de sculpture. Ses dix mètres sous plafond devraient autoriser la production d’œuvres monumentales. Enfin, Brad Pitt souhaite développer des ateliers d’écriture de scénario.
Toute une stratégie qui semble bien pensée et qu’observent avec attention les grandes entreprises du secteur : "Miraval crée tout un univers autour du vin, changeant la vision que le public peut avoir de ses produits, commente le Bordelais Bernard Magrez, à la tête de 42 domaines dans le monde. Pitt a naturellement choisi l’univers artistique, qui est finalement très lié à celui du vin, car lié à 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 inventé l’ampoule ! "
Miraval vient d’annoncer l’élargissement de sa gamme. En guise de clin d’œil à ses activités artistiques passées et à venir, la maison lance Studio by Miraval (IGP Méditerranée), un rosé aux arômes classiques, avec une touche saline prononcée, une vraie entrée de gamme. Dans un esprit très différent, elle sort Muse de Miraval, issu de deux superbes parcelles du domaine, une cuvée de prestige dont la production est limitée à 1 700 magnums.
Six ans après le succès retentissant de la première cuvée de Miraval signée Pitt-Perrin, la ferveur n’est pas retombée outre-Atlantique. Et rien ne laisse présager le moindre fléchissement. En France, le rosé représente presque un tiers des volumes consommés, 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 Région Sud to benefit Yann Arthus-Bertrand's GoodPlanet Foundation. An absolute record for this category. A sign above all that the "little rosé" 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, côtes-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 Courthézon (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 rosé 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 rosé 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. "Rosé 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, rosé 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 côte-rôtie, ideal for syrahs," explains Perrin. The operation also allows the discovery of the existence of terroirs very close to those of the côte 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 Téléphone 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, rosé 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, Côtes-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 rosé wine to enter the list of the 100 best cuvées 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 rosé 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. Rosé 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, rosé 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 Côte-Rôtie, ideal for the Syrahs, explains Perrin.The operation also makes it possible to discover the existence of terroirs very close to those of the Côte 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 rosé. 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.
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 rosé 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 rosé 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 rosés from Provence were all made in concrete tanks, so we’re basically coming back to the tradition of rosé,” 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 rosé shortages to come.
Thanks Felicity
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.
