Viña Concha y Toro, via VCT Europe, signed an agreement to acquire Maison Mirabeau, a leading Provence rosé brand, pending regulatory approval.
Viña Concha y Toro, through VCT Europe, announced it has signed an agreement to acquire Maison Mirabeau, a leading Provence rosé wine brand in France. The transaction is subject to regulatory approval. In addition, the deal places the company in a globally recognized French origin.
The company says the move strengthens its premiumization strategy and expands its portfolio. With the acquisition, Concha y Toro will add France to its origin countries. In this way, the group’s footprint extends beyond Chile, Argentina, California, Spain, and Mexico.
Mirabeau’s UK footprint
Founded in 2010 by Jeany and Stephen Cronk, Mirabeau has become one of Provence’s leading rosé brands. Its wines are widely distributed across the UK, Europe, and other global markets. In addition, the release describes Mirabeau as the leading supplier of Provence rosé in the UK on-trade channel.
The intention is for both businesses to keep operating with minimal internal changes. VCT Europe said it will honor Mirabeau’s existing distribution agreements and protect its brand identity. As a result, the transition is framed around commercial continuity.
“This acquisition brings together two businesses with strong strategic synergies. Maison Mirabeau is an extremely impressive wine business whose attributes clearly complement ours. We share common values, a clear vision for the future, and a deep commitment to quality and sustainability. Together, we see significant opportunities to create value for customers, consumers, and shareholders. We look forward to supporting Maison Mirabeau as it continues its remarkable development and growth.”
The quote is from Simon Doyle, Managing Director of VCT Europe. He points to synergies and shared commitments to quality and sustainability. In this way, the acquisition is positioned as a long-term strategic step.
Stephen Cronk stays on as CEO
According to the announcement, Stephen Cronk will remain CEO of Mirabeau and keep his team in place. The stated goal is to ensure operational continuity and maintain product quality. In addition, Cronk says the partnership can accelerate commercial growth and environmental goals.
“Since we launched Mirabeau in our home garage in Cotignac in 2009, Jeany and I have poured our hearts into turning it into the world-class Provence rosé brand it is today. Alongside a dedication to making exceptional wines, we have always prioritized a genuine commitment to our customers and have been deeply focused on improving our environmental performance. Joining the Viña Concha y Toro family marks an extraordinary chapter, enabling us not only to accelerate our commercial growth, but also to move faster on our environmental objectives and get closer to becoming a truly planet-positive business. The entire Mirabeau team is energized and optimistic about the road ahead, driven by big ambitions, a spirit of innovation, and an unwavering commitment to delivering exceptional quality and value to our customers.”
Concha y Toro underscores sustainability
Eduardo Guilisasti, CEO of Viña Concha y Toro, welcomed Mirabeau and said the brand represents more than an investment, reinforcing premiumization as a path to sustainable growth. He also cited Provence’s relevance and the connection with the founders. Thus, the company links the acquisition to its long-term vision for wine.
Guilisasti added that Concha y Toro’s global distribution network can bring Mirabeau’s essence and quality to new markets while preserving its identity. In addition, he said Mirabeau’s founders and executive team will remain fully involved. In this way, the group signals continuity in leadership and strategy.
He also said that, amid significant industry challenges, the decision reaffirms Concha y Toro’s commitment to sector development. Therefore, the company expresses optimism about wine as a cultural and experiential product. Next, the release points to the company’s growing multi-origin footprint.
Brazil as a strategic market
Pietro Capuzzi, Concha y Toro’s CEO in Brazil, said the country is a strategic market for the group. He stated Brazil is the company’s fourth-largest market globally and number one in the luxury segment. In addition, he said that progress on the EU–Mercosur agreement may create a more favorable scenario and could be assessed in the future.
B Corp and regenerative credentials
The release highlights that both VCT and Maison Mirabeau hold B Corp certification. Stephen Cronk is a co-founder of the Regenerative Viticulture Foundation, with which the Chilean company was already a collaborator. In addition, Bonterra Vineyards, Concha y Toro’s US subsidiary, is described as one of the world’s largest wineries certified Regenerative Organic Certified.
Maison Mirabeau is cited as the first vineyard in France to obtain Regenerative Organic Certified status. In this way, the transaction is framed around shared environmental goals and regenerative practices. Finally, both companies underscore sustainability as a sector priority.
About Viña Concha y Toro
Viña Concha y Toro says it has more than 140 years of history and a presence in over 130 countries. The company describes itself as Latin America’s leading wine exporter and highlights 12 local distribution offices in key markets. In addition, it reports more than 12,000 hectares of vineyards in Chile, Argentina, and the United States, and B Corp certification since 2021.
About Maison Mirabeau
Maison Mirabeau was founded in 2010 by Jeany and Stephen Cronk and is described as one of Provence’s most successful brands. The release says the company was listed among the world’s top 50 wine brands by Forbes. In addition, Mirabeau wines are sold in more than 40 countries, with strong presence in the UK, the Netherlands, and Australia.
The text also notes Stephen Cronk was recognized as Drinks Business Green Personality of the Year 2025 and as an Industry Leader by Wine Business Monthly. In addition, it says Jeany Cronk serves on the Conseil Interprofessionnel des Vins de Provence and co-chairs a marketing committee. Thus, the brand connects its positioning to lifestyle storytelling and sustainability.