Some news makes you smile. Some makes you think. This one manages both. From the 28th to the 31st of August 2026, in London, KFC and LA VIEILLE FERME will throw open the doors of “Coq au Vin,” a pop-up bar where the world’s most famous fried chicken meets one of France’s most viral wines. Popcorn chicken with Rosé, hot wings with a Red that has enough backbone to hold its own, tenders paired with Blanc — the menu wears its contrarianism proudly. And here’s the thing: tickets were nearly all gone before the doors had even opened.
Men or women, young or not so young — it makes no difference: this collaboration is a resounding rebuff to everyone who keeps insisting that wine has gone out of fashion, that brands no longer dare associate with it for fear of tarnishing their image with younger generations. The proof to the contrary is being poured in glasses clinking against buckets of chicken.
Sometimes you simply have to be bold enough to lead the way. And the team at La Vieille Ferme have just shown exactly how it’s done, with a finesse that owes nothing to chance. What’s the secret of such an extraordinary team? Sharing the same vision and the same ambitions. The primary goal of a collaboration like this is to weave the brand into the everyday lives of as many people as possible, even in places no one would think to look for it, somewhere between a bucket of chicken and a pot of Texas BBQ dip.
But make no mistake: not every wine brand is capable of pulling this off. It takes years of patient, deliberate brand-building on a global scale. Over the past decade, MIRAVAL and La Vieille Ferme are arguably the two finest examples of French wine brands that have taken the world by storm — alongside, of course, the reigning star of Champagne, Moët & Chandon. Each with its own brand universe, its own positioning, its own strategy and tactics, its own formidable distribution network — yet all driven by the same global ambition.
The story of La Vieille Ferme is a case study in itself. It all began with a nickname coined on social media — “the chicken wine” — inspired by the rooster on its label. What might have remained a passing TikTok joke instead became, within months, a very real commercial phenomenon: a 96% jump in rosé sales at a major UK retailer, a magnum-format launch, and a limited-edition revival of the “Chicken Wine” label itself. The brand didn’t simply endure its own virality — it listened to it, then turned it into a platform for activation. That, precisely, is the secret: knowing how to catch a faint, spontaneous cultural signal and grow it with all the discipline of a multi-year roadmap.
Because it takes an extraordinary team to write and execute those long-term roadmaps, to travel from point A — a wine with real potential — to point B — a global brand. And none of it works without an activation strategy built to multiply the “wow” effect and ripple outward, above all across TikTok, Instagram, and LinkedIn. A four-day pop-up, ninety-minute seatings: on paper, it’s a modest format. In practice, it’s a brand-storytelling accelerator, engineered to be photographed, talked about, shared.
This collaboration is a timely reminder of a simple truth too many producers forget: wine doesn’t need to abandon its heritage to speak to a new generation — it needs partners willing to take it out of its usual frame. And this is only the beginning for La Vieille Ferme. You haven’t seen anything yet: that rooster and that hen still have a few surprises in store for us in the years to come…
Contact Guillaume Jourdan via LinkedIn
