Château Minuty has become a best seller thanks to its fourth-generation owners and there are big plans for the brand after its purchase by Moët Hennessy group
Minuty is a best-selling premium rosé in Europe, the Caribbean and Dubai, largely thanks to the efforts of the fourth-generation Château Minuty owners Jean-Etienne and François Matton who made the popular French Riviera rosé producers’ marketing decisions for 86 years. But this year, after the brand’s purchase by the Moët Hennessy group, the Matton family will be taking a step back, while continuing to manage the winery founded in Saint-Tropez in 1936.
Château Minuty’s portfolio includes M de Minuty Rosé and Prestige as well as luxury brands, Château Minty 281 and Rosé et Or. Moët Hennessy is known for iconic Champagne brands like Krug, Veuve Clicquot and Ruinart. The Côtes de Provence appellation produced 101 million bottles of rosé in 2021. Moët-Hennessy’s production in the region for the 2023 is estimated to exceed 25 million bottles, including an anticipated 14 million bottles of Whispering Angel and eight million bottles of M de Minuty, which is a stylish blend of grenache, cinsault, syrah and tibouren, which contribute to the floral and berry flavours of a refreshing and restrained pink wine.
“I think that Möet Hennessy wants to enlarge its footprint, and I would say that the closest alcoholic beverage to Champagne is rosé,” Nore says. “In Europe, rosé is called the Champagne of the day.”