A good habit, when you are trying to build a successful project, but not an original one in its area, is to improve its artistic side and, when possible, to enhance one special part of it, to make the project exclusive.
Brangelina seem to have understood this sort of pragmatic stylistic device, this rule, and they applied it to their wine producing maisons, in Provence and in Champagne regions.
Let’s forget about the produced wines for a moment, and let’s focus on the marketing and communication aspects. We are now taking a look at Miraval, the wine estate that the two actors own in Provence, and which they manage through the medium of the Perrin family.
The narrative of the elements that describes the wine is developed through a very short, but full of value and storytelling, video. The narrative is not traditional or obvious, it does not talk about the same old aspects, such as appellation, grapes, sun exposure, soil and so on. In this video we find an extreme narration, both textual and visual, of the fundamental features.
So, the soil is described by the images of a quartz’s fragmentation, a pink quartz – who cares about the actual geological features of the Provenzal soil – the sun exposure is transformed in a sort of muse, the personification of the light. The narration of the passion for the job, is told by the story of the cellar, which used to be a recording studio. The texts are very few, but the images are numerous, and extremely sophisticated and neat. The website is probably incomplete, but that is exactly why it might be a precursor of what we are about to analyze.
The shape of this bottle can be appreciated or not, but for sure it stands out. The exclusive print with the embossed name of the brand on the bottom of the bottle, the transparency to enhance the rosé color – according to the Provenzal tradition -, the minimalistic label with the golden elements to embellish it, and the cap which recalls the gold.
The work of narrative and celebration of the brand is not over yet. Along with the Miraval we also find the Muse de Miraval, a special edition for every vintage, with frosted and textured glass, and of course a super-premium price.
The line ends with the White Miraval and the Studio. The Studio has a different bottle, geometrically speaking, but has the same color.
The Champagne by Brad and Angelina
Now let’s have a look at the Champagne, the private label Fleur de Miraval Rosé, the production of which was handled by Maison Péters. The wine “was born after five years of hard work, research, and tastings, conducted with utmost secrecy”, as we are told by Rodolphe Péters, the head of the wine company in Mesnil-sur-Oger. This statement sounds like it was intentionally fabricated to add more value to the value. Is this a coincidence? Let’s give it the benefit of the doubt.
However, thanks to its qualities on the one hand, and thanks to its narrative on the other, the Champagne by Brad Pitt and Angelina Jolie has gained 95 points by Andreas Larsson. We do not want to be malicious, by asking ourselves if the evaluation is real or preferential. Also, we know very well that it is essential for such high-level wines to get awards and recognition.
For the private label Champagne Rosé, the ex-couple of Hollywood has chosen a base composed of 75% Chardonnay and 25% Pinot Nero. Thirty months on the lees and a price of 340€.
Champagne Fleur de Miraval’s Bottle
Minimalistic label with all the valuable elements perfectly placed. Few frills and fancies, in harmony with the Champagne labels and a modern inspiration. It almost points out its superiority thanks to a simple approach: this is Champagne, and it is Miraval, it goes without saying, we do not need to add anything. In some ways the label recalls a crossing between Ruinart and Taittinger Comtes de Champagne.
The logo is fine and intriguing: pink coated paper, outer foil in golden pink, and raised lettering made with UV gel. The glass is a classic Champagne bottle, with a black cap with the logo of the label. Overall, its simplicity does not undermine the elegance and the individuality of the bottle.
Basically, the wine and Champagne by Brad Pitt and Angelina Jolie do not take it easy.
Leaving the euphemisms aside, nothing is left to chance, every detail is perfectly conceived by the agency that guides and advises them, about marketing, design, communication, and selling. Miraval embodies burdens and honors that come with such famous names. Of course, it is easy to think that the approval could have been granted – at least from a part of the consumers – but let’s not forget that the critics could have been merciless.
Why didn’t this happen? Because, while rendering their private label wine, the two actors have taken care of every little detail and did not make the mistake of imitating something that has already been produced or of mimicking other successful brands.
In conclusion, if you want to create something, do it right or do not do it at all.