LVMH expands Château Minuty in Brazil and brings global strategy director Sébastien Nore in January for meetings in São Paulo and Rio.
LVMH announced it is strengthening distribution of Château Minuty in Brazil. In January, the maison welcomes Sébastien Nore, Global Director of Strategy and Export. As a result, the visit highlights the brand’s investment and growth in the local market.
Nore will take part in a series of meetings with clients and opinion leaders. The agenda includes São Paulo and Rio de Janeiro. In addition, the trip supports the next phase of the brand’s rollout after its Brazilian launch.
Provence roots and recognition
Founded 90 years ago by Gabriel Farnet, Château Minuty is located in Gassin near Saint-Tropez, in Provence. Alongside his wife Jeanne, Farnet planted traditional regional varieties. In this way, the estate built a history closely tied to its terroir.
In 1955, the family property was recognized as a classified vineyard within Côtes de Provence. The milestone strengthened a legacy built on tradition, savoir-faire, and excellence. Today, the winery is led by the family’s fourth generation.
LVMH acquisition and local momentum
The brand was acquired by LVMH in 2023, with a majority stake. Distribution in Brazil began last year. Since then, commercial performance and consumer reception have supported positive expectations.
With Nore’s visit, the group aims to deepen relationships and grow market presence. Therefore, the initiative also focuses on evaluating next steps for the business. The strategy links the estate’s legacy to new markets.
Sébastien Nore’s role and experience
With more than nine years at the maison, Sébastien Nore previously served as Director of International Business Development. In 2022, he took on the global Strategy and Export role. Across 25 years, he has worked in wine, spirits, and Champagne.
He held leadership positions in sales, marketing, and international development. His experience spans the United States, Canada, Europe, China, Japan, Hong Kong, Africa, and the Middle East. In this way, he brings a broad background in global expansion.
“We have seen excellent reception from Brazilian consumers for the brand’s wines. Beyond celebrating the launch in the country, this visit is an opportunity to closely follow business performance and assess next steps,” the executive said.
Key labels and rosé profile
Signature labels include Minuty M, Minuty Rosé et Or, Château Minuty 281, and Minuty Prestige Rosé. The Prestige Rosé stands out for its aromatic expression. Notes include flowers, apricot, and yellow peach.
On the palate, it offers a light profile with citrus touches and a subtly saline finish. Thus, the brand reinforces its position among Provence’s leading rosé producers. The strategy now aims to broaden reach in Brazil.
Global footprint and certifications
According to the brand, the winery is present in more than 100 countries. In addition, it has increased its focus on modernization and sustainability. This work has earned certifications such as High Environmental Value (HVE).
In 1955, the maison was also included in the official “23 Crus Classés” classification. The recognition considers technical criteria, terroir quality, and historical relevance. Finally, LVMH’s majority stake marks a new chapter in the company’s trajectory.