Globally renowned Rosé producer Maison Mirabeau has forged a partnership with China’s leading wine vertical e-commerce platform Vinehoo for their Belle Année Rosé. With an eye on delivering the best products and service to modern wine drinker in China, Vinehoo is currently launching Belle Année Rosé in canned format across their platforms and through their wide distribution network.

Belle Année (Beautiful Year) is an ode to joie de vivre (exuberant enjoyment of life) evoking gorgeous sunshine, a beautiful blue sky and moments of sharing. As such, its canned format is the perfect offering for China’s modern consumer, and will be sold and marketed by Vinehoo across China’s vast digital landscape including WeChat, Douyin, Tmall, JD.com and Pinduoduo.

Launched in 2020, Vin de France Belle Année is sourced from a wider geographical area than Mirabeau’s core range. The wine is a beautiful pale pink rosé with delectable strawberry aromas and an attractive taste profile full of summer berries with a refreshing finish.

Available in three formats, Mirabeau Belle Année was introduced in a canned format to complement its evolving range. The Belle Année Canette offers a more sustainable format for trendy consumers on the go. This chic yet practical format with strong environmental credentials reduces waste and is lighter to transport. It benefits from a lower carbon footprint with an approachable price point.

Part of the Mirabeau L’Atelier range, Belle Année was launched in 2020 and has since been awarded Gold Medal for ‘Drinks Business Global Masters Rosé’, and the Drinks Business Award for ‘best rosé in bottle for under £10’.

"We are extremely excited to be partnering with Vinehoo, the leading e-comm wine platform in China, to launch our trendy and accessible "Belle Année" by Mirabeau Rosé,” comments Stephen Cronk, Founder of Maison Mirabeau. “Having already won the best Rosé for its price category in last year’s Rosé Masters, this charming pale pink wine is the perfect addition to our already versatile and exciting range. Belle Année allows us to dream of the sun and bright blue skies and I'm sure will be a success among Vinehoo customers.”

Vinehoo started in 2004. It has developed from a Forum gathered by wine enthusiasts (www.mwine.net) to a wine portal website, and now has full channel business coverage both online and offline. At present, the company's online and offline businesses include: online business platform (Vinehoo.com), wine professional media (Vinehoo, Vinehoo Club), offline chain stores (Banniere), channel distribution, new media (third-party e-commerce platform of Vinehoo, national pavilion of wine production areas, taogongzi), hotel restaurant (on-trade).

Vinehoo.com is the leading wine vertical e-commerce platform in China. Established in 2010, it is the pioneer creator of China’s wine flash sales mode, it has more than 1million registered users, of which 600,000 are active monthly users, and covers 85% of the country’s wine industry professionals. In 2021 turnover was 300 million RMB.

Over the past 16 years Vinehoo has witnessed the growth and transmutation of fine wine lovers in China. At the same time, its rapid fission has become a new force to promote China's wine industry. Through the integration of domestic and foreign procurement and supply chain, Vinehoo is committed to providing Chinese consumers with high-quality wine from all over the world, and always ensuring strict selection, authenticity and high-cost performance of wine.
Eva Xia, Vice President at Vinehoo said: “with its easy drinking style, rosé wine is one of the most popular categories in the western markets, in particular Provence rosé. However, rosé is still very niche in China, there's big potential to be explored. As the most professional wines and spirits e- commerce platform, Vinehoo is determined to be a market trend leader. We are thrilled to be working with Mirabeau’s Belle Année, introducing this fantastic Provence rosé brand to Chinese consumers, to lead and drive the rosé growth in China.”

For more information about Maison Mirabeau’s wines in Asia, please contact info@nimbilityasia.com

Maison Mirabeau Launches Belle Année with Vinehoo in China