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The Wines and Spirits branch of LVMH announced on Wednesday 15 February that it has acquired a majority stake in the capital of the Minuty estate, the star of Provence rosé wines. It further strengthens the group’s presence in this type of wine, which is becoming increasingly popular internationally.
LVMH, this giant that never stops growing. Moët-Hennessy, the wine and spirits branch of the group headed by Bernard Arnault, announced in a press release on Wednesday 15 February the purchase of the Minuty estate. This producer and exporter of rosé wines is one of the 18 classified growths of the Côtes de Provence, with nearly 9 million bottles sold each year, of which more than 50% are sold internationally.
Château Minuty is located in Gassin on the Saint-Tropez peninsula. Owned by the Matton-Farnet family, the estate experienced considerable growth in the 1960s before expanding in France and internationally thanks to the brothers Jean-Etienne and François Matton. Thanks to effective marketing and a broadening of its range of wines, it has seen an annual increase in turnover of 10 to 15% over the last fifteen years.
The two parties did not disclose the amount of the sale. During the Wine Paris trade show, which brings together most of the major Provençal estates and which ended on February 15, rumors were circulating. Some market players mentioned a range of 300 to 400 million euros.
Strategic purchase
LVMH’s Wines and Spirits subsidiary continues to expand. With Minuty, the group, already very present in the rosé, would have made a good deal. “François and I wanted a family succession, but we felt that it would be complicated. It is a large family”, explained Jean-Etienne Matton.
This expansion is part of a global strategy in the rosé segment. In 2019, Moët Hennessy got its hands on Château d’Esclans, buying 50% of Alix AM’s shares, as well as 5% of Sacha Lichine’s stake. This acquisition was followed by the purchase of Château Galoupet, located in La Londe-les-Maures (Var), in the same year. The estate has 69 hectares of quality vineyards. Last summer, Château Galoupet launched two new cuvées: a high-end cuvée and an innovative cuvée presented in a recycled plastic bottle.
With Esclans and Minuty, Moët Hennessy will now market nearly 25 million bottles of rosé each year. This represents real firepower to strengthen the product’s presence in various markets, particularly in the United States, the most promising market, as well as in Asia and Latin America.
An attractive region
It has become commonplace to compare Provence to Champagne in terms of wine strategy. The product’s brand label is paramount and is a popular choice for luxury consumers around the world, mostly in a festive setting.
And operations are multiplying in the region. A few weeks ago, the Pernod Ricard group announced that it had taken a majority stake in Château Sainte-Marguerite in La-Londe-Les-Maures. Similarly, entrepreneur Stéphane Courbit has acquired Château Beaulieu, near Aix-en-Provence, and the Cantarelle estate in the Var. And big names and ambitious entrepreneurs are positioning themselves in the region, including former Medef boss Pierre Gattaz, the Wertheimer family, George Clooney and Ridley Scott.
Read also >Donation of a painting by Caillebotte : what benefit for LVMH ?
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The Wines and Spirits branch of LVMH announced on Wednesday 15 February that it has acquired a majority stake in the capital of the Minuty estate, the star of Provence rosé wines. It further strengthens the group’s presence in this type of wine, which is becoming increasingly popular internationally.
LVMH, this giant that never stops growing. Moët-Hennessy, the wine and spirits branch of the group headed by Bernard Arnault, announced in a press release on Wednesday 15 February the purchase of the Minuty estate. This producer and exporter of rosé wines is one of the 18 classified growths of the Côtes de Provence, with nearly 9 million bottles sold each year, of which more than 50% are sold internationally.
Château Minuty is located in Gassin on the Saint-Tropez peninsula. Owned by the Matton-Farnet family, the estate experienced considerable growth in the 1960s before expanding in France and internationally thanks to the brothers Jean-Etienne and François Matton. Thanks to effective marketing and a broadening of its range of wines, it has seen an annual increase in turnover of 10 to 15% over the last fifteen years.
The two parties did not disclose the amount of the sale. During the Wine Paris trade show, which brings together most of the major Provençal estates and which ended on February 15, rumors were circulating. Some market players mentioned a range of 300 to 400 million euros.
Strategic purchase
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The Wines and Spirits branch of LVMH announced on Wednesday 15 February that it has acquired a majority stake in the capital of the Minuty estate, the star of Provence rosé wines. It further strengthens the group’s presence in this type of wine, which is becoming increasingly popular internationally.
LVMH, this giant that never stops growing. Moët-Hennessy, the wine and spirits branch of the group headed by Bernard Arnault, announced in a press release on Wednesday 15 February the purchase of the Minuty estate. This producer and exporter of rosé wines is one of the 18 classified growths of the Côtes de Provence, with nearly 9 million bottles sold each year, of which more than 50% are sold internationally.
Château Minuty is located in Gassin on the Saint-Tropez peninsula. Owned by the Matton-Farnet family, the estate experienced considerable growth in the 1960s before expanding in France and internationally thanks to the brothers Jean-Etienne and François Matton. Thanks to effective marketing and a broadening of its range of wines, it has seen an annual increase in turnover of 10 to 15% over the last fifteen years.
The two parties did not disclose the amount of the sale. During the Wine Paris trade show, which brings together most of the major Provençal estates and which ended on February 15, rumors were circulating. Some market players mentioned a range of 300 to 400 million euros.
Strategic purchase
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