A modern Provençal rosé, built for international audiences — precisely placed in the German market.
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 in the trade and in the press, can change the conversation entirely.
We built the market work around the quality and the provenance of the wine: German food and drink buyers, category editors and wine specialists — positioning Saint AIX as the reference for what Provençal rosé can be. The narrative was adapted carefully for the German-language market: 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.
Curated tastings formed the experiential core of the programme — intimate occasions rather than press conferences, where the wine and the conversation could both breathe. Content production completed the picture, ensuring that every touchpoint maintained the visual and editorial standard the wine deserves.