Soho House launches rosé with Damien Hirst design

Hoping to capitalise on the growing global thirst for rosé, the Soho House group has launched a Provence pink with a butterfly motif designed by Damien Hirst.

Made at Château La Coste in Provence, Lady A boasts a butterfly motif designed by Damien Hirst

A blend of Grenache and Cinsault, Lady A rosé is made at Château La Coste in Le Puy-Sainte-Réparade, north of Aix-en-Provence.

The 124-hectare, biodynamically farmed estate is owned by Irish property magnate and prominent art collector Patrick McKillen, and features works by Louise Bourgeois, Andy Goldsworthy, Richard Serra and Ai Wei Wei.

Produced at the estate’s cylindrical, hangar-like winery crafted from aluminium by French architect Jean Nouvel, the IGP Méditerranée is fermented in stainless steel.

According to Soho House’s master Sommelier, Vincent Gasnier, the “delicate and elegant” pale pink is crisp and zesty, with aromas of pink grapefruit, peach, and raspberry, and a long and refreshing finish.

Soho House founder Nick Jones created the wine to mark the 40^th birthday of Ontario-born Markus Anderson, the group’s global membership director.

“Markus has been a loyal member of the team for nearly two decades, and this rosé is a homage to his commitment to the Soho House family,” said Jones, who named the wine ‘Lady A’ after his nickname for Anderson.

Making the most of his high profile connections, Jones asked provocative British artist Damien Hirst to design the butterfly motif that appears on the label-less bottle.

“The label depicts a ‘social butterfly’, which is very fitting for a man who spends so much of his time traveling around the world,” Jones said.

Lady A has gone on sale across Soho House’s portfolio of hotels, restaurants and bars, and is also available via online drinks specialist 31Dover, priced at £14.95 a bottle.