Mirabeau en Provence launch cans of rosé into Waitrose

By James Halliwell

Published: 16 May, 2019

Mirabeau-en-Provence has revealed the launch of Pret-a-Porter, a 13% abv rosé in a can, into 250 Waitrose stores on 20 May 2019. It will retail at £3.49.

Mirabeau founders Stephen and Jeany Cronk, said one of the most exciting trends for 2019 is high quality wines sold in cans. It’s the second alternative format released by Mirabeau, following the launch of its Frosé ice pops last year.

“We are beyond delighted to introduce our new rosé in a can, Pret-a-Porter, to the UK market,” said Stephen Cronk. “We really believe the trend towards quality wines in cans is not a fad, it has become the packaging format with the highest growth in the US for good reason and is driven by solid consumer demand and environmental considerations.

“We wanted to be at the forefront of this exciting development, as we understand that today’s lifestyle demands products that are portable, beautiful and solid in terms of quality and provenance. Jeany has loved the design process and we aimed for a fashion forward and fresh look, perfect for picnic baskets, beach bags, festivals and parties everywhere. Needless to say, the wine is delicious, a dry and pretty rosé of impeccable quality.”

The launch follows similar moves by Concha y Toro, which released Ojos, a Chilean wine-based spritzer range in a can earlier this month, while Greencroft Bottling, the sister company to Lanchester Wines, has invested in a large-scale wine canning line to produce 20cl and 25cl slimline cans.

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