Brangelina

The Brangelina Divorce – Who Gets Custody of the Rosé?

As the whole world is aware, Angelina Jolie filed for divorce from Brad Pitt just over a week ago.  There are many questions surrounding the split – Why did she file?  Who will get custody of the six kids?  Is she really blocking his calls and texts?  What went down on the private jet flying the family back from France on September 14?  Enquiring minds want to know, and I’ve been frittering away more minutes than I care to tally up Googling the answers (or the gossip as it were) to all of the above over the past week.  However, the demise of Brangelina brings up one other important question:  What will become of Miraval rosé?  

Brad and Angie purchased Chateau Miraval in Provence, France in 2012 for a reported $60 million.  The property boasts a 35-room main house, a moat, a chapel where they married in 2014, and vineyards.  Being involved in movies and humanitarian efforts while raising six children doesn’t leave much time for other pursuits, so the couple brought on the Perrin family of Chateau Beaucastel fame to produce wine from their vines.   On Valentine’s Day 2013 the first vintage of Miraval rosé was released to great effect.  The entire production of 6,000 bottles sold out in five hours.

By the time the innaugural Miraval rosé was released, we were well into a decade of steadily increasing pink wine sales in the U.S. thanks in large part to the allure of Provence and our insatiable appetite for celebrity culture.  Provence, the birthplace of rosé wine, is also home to the yacht-filled waters of St. Tropez and the Cannes film festival; it is where Grace Kelly drove Cary Grant in a sapphire blue convertible in To Catch a Thief.  It is undeniably glittering and gorgeous, something it has in common with celebrities themselves.  So it’s no wonder that Brangelina and so many others of their ilk have thrown their lot in with rosé – Provençal or otherwise –  in recent years.  This glamorous coupling has made rosé synonymous with the good life and has had the effect of making its popularity among wine drinkers skyrocket.

I, for one, couldn’t be happier about the celebrity/rosé pairing.  When I first started working in a wine shop in the mid-aughts, we couldn’t give rosé away.  The stigma of white Zinfandel was too fresh and customers routinely and disdainfully rebuffed any and all pink wine recommendations.  At that time, pink was irrevocably linked to ‘sweet’ in most people’s minds.  Forget trying to convince them that most rosés were dry, we couldn’t even convince them to try free samples!  And, as a result the wines languished on the shelf.  Only the employees took them home and drank them with reverence and joy while fervently wishing they could convince customers to do the same.  Now, a little more than 10 years later, rosé is quite possibly the hottest wine trend in the world, and we have celebrity endorsement to thank for it.

As to who will get custody of Miraval’s rosé, we’ll just have to wait and see.  One thing’s for certain however, rose is ascendant by every conceivable measure, and no celebrity breakup is going to put the brakes on that.

 

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