(An editorial written by Guillaume Jourdan) As you probably know, a rosé wine got a major media coverage since the beginning of this week: Miraval, Brad Pitt and Angelina Jolie’s Provençal rosé – in partnership with Famille Perrin – was the only rosé wine to appear in the new Wine Spectator’s annual Top 100 list of the most exciting wines of the year (read the article). During this week, a new record was set in the world of wine communication, surpassing in terms of media coverage (TV, Radio, Press, Social Media… ) the previous record held by Miraval itself, established in March at the time of the launch. In April, we wrote about what was key to the success of this communication managed by VitaBella Luxury Wine. Today, it is interesting to analyze the impact of such a large media coverage in the world. After analyzing the impact on the Miraval brand, we needed to step back and consider the overall impact of such a communication. Social media analytics helped us to understand that a new phenomenom was born: with these two records, we believe that we now can speak about a unique ” Rosé from Provence” phenomenon, unprecedented in the History of Wine. And these analytics show that it affects a large population, whether in terms of age or geographically. Within six months, this rosé wine became a star. Beyond the image of great quality Provence wines can boast, it is true that this Wine Spectator’s Top 100 list is a wonderful showcase for this beautiful region. The enthusiasm of the international press which relayed the information about Miraval Rose helped create and amplify the ” Rosé from Provence” phenomenon. It is still too early to say whether this phenomenon will turn into an underlying trend and thus have a future positive impact on the wine industry of this region. But after reading the full report of this week, there is one thing we are sure of: in 2013, the world has declared its undying love for Provence Rosé. (This post was written by Guillaume Jourdan. Since 2004, VitaBella Luxury Wine has been advising over 100 wine estates on their international Marketing & Communication strategy, including Social Media issues.) (You can reach the writer at info@vitabella.fr)
A unique Love Affair with Provence Rosé, unprecedented in the History of Wine Communication
