Concha y Toro arrives in Provence, buying Mirabeau and expressing its “conviction in the future of wine”

fter stars and luxury goods groups, international industry behemoth Concha y Toro aims to establish a foothold in Provence. It has announced its intention to buy Maison Mirabeau from English couple Jeany and Stephen Cronk, who founded the company in 2009 in Cotignac (Var). The 20-hectare estate – including 14 hectares in AOC Côtes de Provence – comes with a trading company, and the leading brand of Provence rosé in the UK. The transaction is subject to French regulatory approval, according to a press statement issued by VCT Europe, Concha y Toro’s European subsidiary company.

“Maison Mirabeau is much more than a strategic investment for Viña Concha y Toro; it is a concrete expression of our conviction in the future of wine and in premiumisation as a path to sustainable growth”, said Eduardo Guilisasti, CEO of Viña Concha y Toro.

The Chilean wine group already has a presence in the vineyards of Argentina, Chile, Spain, Mexico and the United States, where it controls 12,000 hectares under vine along with international brands Casillero del Diablo, Diablo, Don Melchor, Trivento and Bonterra. Its foray into the French wine industry allows it to secure supplies of wine of a “strategic French origin that is recognised and highly sought-after by consumers across the globe”.

Stephen Cronk, who remains CEO of Mirabeau, said that “joining the Concha y Toro family enables us not only to accelerate our commercial momentum, but also to fast-track our environmental objectives and move closer to becoming a truly planet positive business”.