Pernod Ricard has added French rosé wine Château Sainte Marguerite to the same business unit as its Champagne portfolio.
The Provence-based winery, in which Pernod Ricard bought majority control in March, will sit in the group’s Martell Mumm Perrier-Jouët operating division. Speaking to Global Drinks Intel earlier this month, unit CEO César Giron highlighted Provence rosé’s reputation as the reason for the placement alongside Mumm and Perrier-Jouët.
“They share the same moment of conviviality, the same public and selective distribution and markets,” Giron said. “Côtes de Provence wines are always seen together with Champagne, whether it’s in a premium liquor store or high-end bar.”
The Fayard family, which divested the stake to Pernod Ricard, agreed to the transaction to ensure wider international distribution for its Symphonie and Fantastique rosé brands to markets including the US.
Before the Fayards took the reins in 1977, Sainte Marguerite was one of 18 prestigious Crus Classés estates in Provence. The family brought an eco-conscious approach to winemaking and, since 2003, the estate has been certified 100% organic.
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