Rosé Moves from Premium to Prestige – It’s All We Want to Drink This Summer

Minuty 281 Rosé Beach Picnic
Chateau Minuty 281 perfect for picnic fare
Bottle design by Hubert de Malherbes of J’adore bottle fame

Rosé should be easy to drink, not simple, but easy.

In this time of divide, we can all agree, Rosé is always a good idea.  This time each year I update you and myself on what’s trending and tasty.  So, grab your glass, let’s get busy.

Within the category, there are wines that cost under $10 all the way up to over $100.  There are four ways to make rosé wine.  Most are made in the classic techniques called Limited Maceration and Direct Press, which I detailed in July of 2019.

As the wine grew in popularity, winemakers thought about creating a “premium” version Rosé.  What did that look like?  It began by selecting grapes from older vines, or special vineyards or famous winemakers. Another idea was wines aligned with celebrity names to create star-power wines such as Miraval, the Provence Rosé from the property of Brad Pitt and Angelina Jolie or the bottlings from John Legend.

Now there’s been a desire to go up another notch moving Rosé from “premium” to “prestige” – as in the rare air of Champagne.  So, how do you accomplish that?  Enter, fashion designer Rosé!

Glasses of rosé with lavender sprigs in glasses
Rosé should be easy to drink, not simple, but easy.

Chateau Minuty 281

One of the first to move rosé into the world of prestige is François Matton, co-owner of Château Minuty in Côtes de Provence.  Chateau Minuty is recognized for its fragrance, style, and deliciousness.  Now, there is a new version with grapes coming from vineyards of Grenache over 25-years old.  For those that want to geek out on this, the Grenache grape clone is unique to the Minuty estate.  Alright, it starts with unique grapes, so it stands that it should have a unique enclosure, no?

Matton reached out to the esteemed, luxury perfume bottle designer of the J’adore perfume bottle. Makes sense, as Minuty is definitely fragrant.  The bottle from designer Hubert de Malherbes, is striking with a blue hue that appears to drip down the bottle, inspired by the color of the sky when the Mistral winds whip through Provence.

Minuty 281 Rosé Beach Picnic
Chateau Minuty 281 perfect for picnic fare

This prestige rosé is called 281, the Pantone color used for the “drip” effect.  A bottle of this prestige wine will set you back about $80.  Yes, you heard right.

VieVite Rosé 

Bottle and of Vie Vite Rosé Wine
Zac Posen bottle design for Vie Vite Rosé wine

VieVité, one of the leading Provençal rosés available in the U.S. market, has tapped the expertise of celebrated designer Zac Posen to create an exclusive, limited-edition bottle.

Posen, Project Runway judge and fave designer for prestige clients such as Naomi Campbell, Beyonce, Jennifer Lopez, Rihanna, Winnie Harlow, Kim Kardashian, Miley Cyrus, and Ariana Grande, created the bottle design in his signature color, midnight palm with accents of gold inlay.  The wine is from the organic vineyards within the prime appellation of AOC Côtes de Provence.

“We have always considered VieVité not just a rosé wine, but a fashion brand in its own right – one that people are proud to affiliate with. And VieVité is all about having an experience. Zac’s designs complete this VieVité experience. “Now when you affiliate with VieVité you are also affiliating with Zac Posen,” states Winemaker Christopher Duburcq.

This limited edition release allows you to have the Zac Posen style for about $25.00.

Bottle of Rosé designed by Christian La Croix
Christian LaCroix’s Rosé bottle for Lampe de Meduse

This summer, Provence producer Château Sainte Roseline releases a limited edition of its Lampe de Meduse 2019 rosé designed by Haute maestro, Christian Lacroix.  The bottle is graced with an intricate lace-like label in celebration of its 70th anniversary.

The hourglass shape of the bottle reminded Lacroix of a woman’s body. To symbolize femininity in our history, Lacroix used the imagery of white lace.

The pale pink, lees aged Côtes de Provence rosé is made from a blend of Grenache, Cinsault, Mourvèdre, and Tibouren. According to its makers, the wine is “lively and complex”.

Bottles of Dolce & Gabbana designed Rosé
Sicilian Donnafugata Dolce & Gabbana Rosa 2019

Dolce & Gabbana partners with Donnafugata

Rosé sales are surging during lockdown, so Italian fashion duo Dolce & Gabbana joined the party, designing the label for Sicilian winery estate, Donnafugata.  Its name is a long one:  Donnafugata Dolce & Gabbana Rosa 2019, and is a Provençal-style pale pink wine.

This wine is made from grapes native to Sicily:  Nerello Mascalese and Nocera from vineyards on the slopes of volcanic Mount Etna and the hills of Contessa Entellina, near Palermo. The result is a quenching wine for summer heat, with a herbaceous back palate making it perfect with most any food you can summon up on summer eve.

Look for a bottle label with geometrically patterned blue, red, white, and pink.  The inspiration is from the ornate, detailed design of traditional carts native to Sicily. “We are Italian, we love to eat and drink a good wine, like Rosa”, the duo reports. The wine will debut in September at $45.00 per bottle

You can now wear, eat, drink D&G.  Look for their signature on pasta containers for Pastificio di Martino, to juicers, toasters and tea kettles in a lucrative collaboration with Smeg.

SoHo House Group joins into the fray

Damien Hirst designed rosé wine bottles
Lady A Rosé Butterfly bottle, a bottle designed by Damien Hirst for SoHo House Group

Lady A

The global thirst for rosé inspired Soho House founder Nick Jones to launch a Provence pink in honor of Markus Anderson, the group’s globe-trotting membership director.  Edgy artist, Damien Hirst, designed a butterfly motif.  The wine’s a blend of Grenache and Cinsault, named “Lady A”.

This rosé is made at Château La Coste in Le Puy-Sainte- Réparade, north of Aix-en-Provence. The biodynamically farmed vineyard is owned by the art collector and property magnate, Patrick McKillen. The property features artworks by Louise Bourgeois, Andy Goldsworthy, Richard Serra and Ai Wei Wei.

“The design depicts a ‘social butterfly’, according to Mr. Jones.  It is fitting for the lifestyle brand of Mr. Anderson, whose nickname is Lady A, and SoHo House.  And, all of this for a mere $16.00 per bottle (sold only online and in restaurants).


Bistro scene in Italy
A bistro welcoming us to enjoy a glass of fashion designed rosé

This summer we need this!  Pour a glass from a designer created bottle and escape (in our minds) to a Provence village or the island of Sicily, with aromas of strawberries, raspberries, lavender, thyme – bistro tables sprinkled around sun-dappled town squares – all while dreaming on our front or back porch, stoop, terrace, balcony or poolside.

It’s all we want to drink this summer….

And Follow My LA Lifestyle on Instagram & stay connected!

Contributor:  Stacie Hunt, Certified Silver Pin Sommelier/AIS; Vice President National Association of Wine Retailers; International Wine Judge, Author, Spokesperson, and Educator.  As a television and video producer/spokesperson, she is the winner of several national and international broadcasting awards.

Images courtesy:,,,,,

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