UK-based wine business MDCV UK has taken an undisclosed equity stake in Provence rosé brand Après Provence.
The deal also includes a four-year production and distribution agreement for Après Provence. MDCV UK would leverage its “in-region winemaking expertise in Provence alongside its established UK route to market” to grow the brand, with a focus on growing its grocery footprint, it said.
“This partnership reinforces MDCV UK’s strong position in Provence rosé within the UK,” said MDCV UK CEO Gary Smith. “We see a clear opportunity to further grow the category through our combined expertise in winemaking and distribution.”
Tom Glanfield, CEO and co-founder of Après Provence, added: “This is a hugely exciting step for our brand. From day one, our ambition has been to build one of the world’s most exciting rosé brands, challenging convention with our ‘Rosé Without Rules’ ethos and bringing a fresh perspective to the category.
“Après is about connection, spontaneity, shared experiences. It’s a premium rosé built for a new generation of drinkers who want less formality and more energy.”
Après Provence was founded by Glanfield alongside Andy Turley last year. The brand’s flagship, namesake wine is a Côtes de Provence rosé, created at Château des Bertrands in France.
MDCV UK is a specialist in the production and distribution of English and Provençal wines for the UK market, aiming to be the largest largest producer of wine in each of these regions by 2030.
Its brands include London Clay, Silverhand Estate Ultimate Provence and Château des Bertrands.
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