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Provençal rosé brand Mirabeau appoints former Seedlip COO to lead growth

22 September 2021 By Arabella Mileham

Provençal wine and spirit producer Mirabeau has appointed the former chief operating officer of Seedlip Emma Wykes as its new COO.

Wykes joins the company after five years at Seedlip, where she lead the transformation and growth of the company from a UK based start up to a pioneering international brand that redefined and spearheaded the newly defined and fast-growing non-alcoholic sector.

In her new role, Wykes will focus on developing and delivering the global sales strategy for Mirabeau’s range of rosé wines and spirits, in order to reach new consumers , and expand its distribution channels and geographical reach.

She started her career more than 25 years ago at Berry Bros & Rudd, followed by various sales and marketing roles at John E Fell’s and Michael Morgan, before switching to the spirits industry. She helped launch Martin Miller’s Gin in 1999 at the start of the gin renaissance, overseeing the global expansion of the brand as Global Head of Sales and Marketing, before joining UK spirits distributor Marblehead. Here she represented brands such as Absolut Vodka, Makers Mark, Zubrowka, Kraken Rum and the QB Gin, later becoming managing director as the company during its acquisition by the Quintessential Brands Group in 2015. During her time at Marblehead she recruited a new team and many new brands to their portfolio such as Don Papa Rum and the QB Gin portfolio (Bloom, Opihr).

Maison Mirabeau was founded in 2010 by entrepreneurial British couple Stephen and Jeany Cronk, who have developed an award winning portfolio of wines and spirits after selling their London home, and moving the family to Provence to create rosé wines for people to enjoy.

Stephen Cronk said that Wykes’s experience in defining a new category positioned her incredibly well to understand the demands of working in a fast growing environment. In addition, her familiarity with family-owned brands gave her great understanding into the importance of values, engagement with the consumers and the brand experience Mirabeau wants to deliver.

“We are thrilled to have her join Maison Mirabeau at such an exciting time as we look to build on the successful launch of Mirabeau Rosé Gin last year and grow into new markets,” he said. “Her wealth of experience building challenger brands and defining new markets will really help us become one of the best brands in this new and fast evolving market.”

Wykes said the Cronks’ vision and business was inspirational, and she was delighted to be joining the team at an exciting time for the company.

“Rosé is the next frontier for brand building and the category is quickly growing to become one of the most competitive landscapes. With the recent launch of Mirabeau’s Dry Rosé gin, the portfolio is truly unique and stands apart with a rosé for every occasion,” she said.

“Their passionate approach to mindful farming, by embracing regenerative agriculture, in Provence is key to engaging with the ever better informed consumer. They have successfully created a brand that works with the environment and not against it and I look forward to working with the team to continue on this mission and lead Mirabeau into its next chapter as it continues to grow in strength.”

Maison Mirabeau recently acquired a vineyard which is being converted to organic and regenerative farming in the nature reserve on the foothills of the Plain of the Maure mountains, close to St Tropez.

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