French wine producer Maison Mirabeau has established a new distribution deal with importers Brinkman Beverages and Sommelier International for its products in China.
The distribution tie-up marks the first time Maison Mirabeau will sell its wines in China, the company confirmed to Just Drinks.
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Under the agreement with Brinkman Beverages, three of Maison Mirabeau’s rosé wines – Forever Summer, Pure, and Classic – will be introduced to the market.
Brinkman will also relaunch the group’s Mirabeau Dry Rosé Gin into the country.
Maison Mirabeau told Just Drinks the product was sold in China “a few years ago” but did not confirm when the product was withdrawn from the market.
Brinkman Beverages operates a network of over 80 wholesalers, mainly in eastern China, and handles more than 40 brands including Ron Abuelo, Merlet, Giffard liqueurs, Thomas Henry premium mixers, and The Bitter Truth bitters.
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By GlobalDataCommenting on the agreement, Alan Chen, owner and general manager of Brinkman said: “While rosé wines and premium gin remain relatively small categories in China, Mirabeau represents more than just exceptional drinks – it encapsulates the essence of the South of France lifestyle. Its focus on self-gifting, indulgence, and convivial experiences aligns perfectly with emerging trends among Chinese consumers.”
Separately, specialist on-trade importer Sommelier International will distribute an additional three wines from Maison Mirabeau’s portfolio: La Folie, Mirabeau X, and Étoile.
Both Maison Mirabeau’s gin and wines will be sold through on‑ and off‑trade sales channels.
Sommelier International will concentrate on specific wines suited to the on-trade in Shanghai and Beijing.
The on-trade importer’s portfolio includes brands like Dievole, Altos Las Hormigas, Tenuta di Meraviglia, and Tinpot Hut.
Vicente Muedra, general manager at Sommelier International, added: “Maison Mirabeau represents a new generation of rosé from Provence: modern, vibrant, and highly digital in the way it engages with consumers. That makes it an ideal brand for a market as dynamic and digitally driven as China, where storytelling and lifestyle are essential to success.”
Explaining the choice of two distributors, Maison Mirabeau said that national importers capable of covering all of China are now rare, necessitating the splitting of the range among specialists able to work together.
Maison Mirabeau was founded in 2010 by Stephen and Jeany Cronk. It sells to more than 40 markets worldwide. It is still owned by its founders.
