Wine
Day-Drinking Millennials Mean LVMH To Start Bottling Rosé
- Chateau de Galoupet’s rose joins ranks of Hennessy, Ruinart
- Provencal rose makers say exports rose 14-fold in 10 years
Photographer: Sara Ricci/EyeEm
The maker of Louis Vuitton handbags and Veuve Clicquot Champagne is taking aim at a form of luxury consumption that’s spreading worldwide: day drinking in the summer months with a bottle of rose.
LVMH announced Monday it would buy Chateau du Galoupet, a 17th-century estate in the Provence region on France’s Mediterranean coast that will be the group’s first producer of rose wine. “A micro-climate which refreshes the vines with temperate and salty winds” ensures consistent yields and was a selling point for the estate, the French luxury group said.