News

Mirabeau introduces Pure rosé bottle that is ‘designed to be reused’

26 April 2023 By Jessica Mason

Maison Mirabeau has revealed a new ‘sustainable’ bottle design for its flagship Pure rosé that has been inspired by the Côte d’Azur.

Speaking exclusively to the drinks business, Mirabeau co-founder Jeany Cronk said: “I wanted to ensure that it [the Pure rosé bottle] encapsulated feelings of my time spent on the beautiful beaches of the Côte d’Azur. This was incorporated into the design through the iconic glass ripples which represent the waves of the Mediterranean.”

Discussing the brand’s links to sustainability, Cronk told db that the plan was to create a product that was so attractive people wanted to continually repurpose it.

She explained: “I wanted to make the bottle beautiful enough to ensure that it had a second life” and identified how she “enjoyed seeing how customers got creative with our Mirabeau Rosé Gin bottle by upcycling it as a vase, water bottle or having it around the house for decorative purposes” and revealed how she hopes “that this message is conveyed by the new Pure rosé bottle and people will love it enough to keep it around once the wine has finished. That really is the test of a great bottle”.

The new Mirabeau Pure bottle, which was over two years in development, was created in partnership with James Gulliford of Launch Design and Mirabeau’s premium glass partner Saver and, according to Cronk is “in line with Maison Mirabeau’s sustainable mindset” and has been “designed to be reused”.

The new bottle design for Mirabeau Pure has already won a coveted Design Masters medal from the drinks business and will be available to buy containing the latest vintage via Mirabeau’s webshop from mid April as well as in Waitrose stores from 10 May retailing at £15.99 per bottle.

Five revelations from the wine trade in 2024

Nicolas Feuillatte welcomes new year with new UK importer