Viña Concha y Toro (VCT), one of the world’s leading wine groups, has announced the acquisition of a majority stake in Maison Mirabeau, one of the most prominent premium rosé producers in Provence.
The transaction marks a strategic milestone for VCT Europe, giving the group a meaningful foothold in the fast-growing premium rosé category and strengthening its presence in the high-end on-trade channel.
The partnership brings together two highly complementary businesses with a shared vision, aligned values, and a strong commitment to quality and sustainability. Maison Mirabeau, founded in 2010 by Stephen and Jeany Cronk, has grown from a small entrepreneurial project into a globally recognized Provence rosé brand, known for its premium positioning and strong storytelling.
For Concha y Toro, the investment enhances its European portfolio by adding a distinctive Provence rosé brand at a time when demand for premium rosé wines continues to expand across key international markets. The acquisition also reinforces VCT Europe’s strategy of focusing on premium categories with strong on-trade relevance and long-term growth potential.
At the same time, Maison Mirabeau will benefit from Concha y Toro’s extensive global distribution network, broader market access, and deep category insights. These resources are expected to support Mirabeau’s next phase of growth, enabling expansion into new channels and geographies while maintaining its identity as a premium, Provence-focused producer.
Importantly, the entrepreneurial spirit and leadership behind Mirabeau will remain intact. Founders Stephen and Jeany Cronk will continue to guide the business, with the existing management team retaining full responsibility for day-to-day operations and strategic execution.
Simon Doyle, General Manager of VCT Europe, highlighted the strong alignment between the two companies, noting their shared values, long-term vision, and commitment to sustainability. Both Concha y Toro and Maison Mirabeau are B-Corp certified, underlining a mutual dedication to responsible environmental practices and sustainable business models.
Stephen Cronk, who remains CEO of Maison Mirabeau, described the partnership as a catalyst for accelerating both commercial growth and environmental ambitions. He emphasized that joining the Concha y Toro family will help Mirabeau move closer to its goal of becoming a truly planet-positive business, while continuing to deliver high-quality Provence rosé to consumers worldwide.
Source: VCT Europe
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