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Exclusive: Vintus Wins U.S. Import Rights To Provence Rosé Label Chateau Minuty

October 4, 2019

Vintus, the New York-based fine wine importer, has won the U.S. rights to Chateau Minuty, an upscale Provençal rosé label that previously was handled by Treasury Wine Estates Americas.

St. Tropez-based Minuty claims to be the top-ranked premium rosé label in France, Europe, and the Caribbean, but it’s never had a significant presence in the U.S. market. Last year Minuty depleted 50,000 cases in the U.S., down 12% from its high point of 57,000 cases in the previous year, according to Impact Databank.

In joining Vintus, Minuty hopes to change that growth dynamic and unlock the brand’s U.S. potential. Vintus now enters a rosé category that’s competitive, but growing rapidly. Volumes of Provençal rosé in the U.S. market have risen from only 27,000 cases in 2005 to 2.1 million cases last year, and are projected to continue growing at double-digit rates. The current brand leader is Whispering Angel, which depleted 414,000 cases in 2018 and expects to hit 487,500 cases this year. The top five brands, rounded out by Gérard Bertrand, La Vieille Ferme, Belleruche, and Miraval, account for about half the category. But as the pie continues to expand, there’s likely room for new entrants.

Minuty’s highest-volume label is branded wine M de Minuty ($26), with a national distribution base that Vintus aims to build upon. There’s also an M de Minuty Limited Edition ($26), an annual release with colorful bottle artwork that’s designed by a different artist each year. Minuty’s other key branded label is Minuty Prestige ($33). As for the estate labels, the lineup is led by Chateau Minuty 281 ($80) and Chateau Minuty Rose et Or ($50).

All the wines will be sold through the distributor network used by other Vintus brands—with the exception of New York, where Minuty will remain with its current wholesaler, Empire Merchants.

Once part of the Diageo Chateau & Estate (DC&E) portfolio, Chateau Minuty moved to Treasury in 2015, after Treasury acquired most of DC&E in a $600 million deal. Minuty now joins a Vintus stable that also includes Champagne Bollinger, E. Guigal, Ornellaia, Masseto, Chateau Montelena, Ponzi Vineyards, Petrus, Chateau La Fleur-Petrus, Chateau Margaux, Masciarelli, Tommasi, Sandrone, Le Macchiole, Quinta do Noval, Dog Point Vineyard, and Errazuriz, among others.—David Fleming

Top Five French Rosé Brands in the U.S.
(thousands of 9-liter case depletions)
Rank Brand Importer 2017 2018 Percent
1 Whispering Angel Shaw-Ross International 310 414 33.5%
2 Gérard Bertrand Gérard Bertrand USA 157 223 42.0%
3 La Vieille Ferme Vineyard Brands 206 214 4.0%
4 Belleruche The Terlato Wine Group 122 132 8.2%
5 Miraval Vineyard Brands 118 123 4.3%
Total Top Five 913 1,106 21.2%
*based on unrounded data

Source: IMPACT DATABANK © 2019

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