A modern Provençal rosé, built for international audiences — and precisely communicated in Germany.
Maison Saint AIX is a Provençal rosé born from the conviction that the finest wine in its category deserves to be recognised not just in France, but across the world. Produced from vineyards in the Coteaux d’Aix-en-Provence appellation, Saint AIX has developed a following among consumers who take rosé seriously — in the UK, the US, and across Northern Europe.
Our mandate in Germany was to bring this following to a market where rosé has historically been underestimated, but where the right story, told to the right people, can change the conversation entirely.
We developed a PR and communications programme built around the quality and the provenance of the wine: working with German food and drink editors, lifestyle journalists, and wine specialists to position Saint AIX as the reference for what Provençal rosé can be. The narrative we built — centred on the landscape of Provence, the discipline of the winemaking, and the very particular shade of pale pink that has become one of the wine’s signatures — was adapted carefully for German-language media.
Curated tasting experiences formed the experiential core of the programme: intimate events designed not as press conferences but as genuine occasions — moments where the wine and the conversation could both breathe. Content production completed the picture, ensuring that every piece of brand communication maintained the visual and editorial quality the wine deserves.