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AIX Rosé bursts into summer with curated playlists

06 June 2024 By Michael Huband

Partnering with specialists Playlister, Maison Saint Aix is releasing four bespoke playlists for days (and nights) of Provence rosé.

Kicking off on Saturday 8 June, also known as National Rosé Day, the rosé powerhouse from Provence, Maison Saint Aix is launching a series of ‘Rosé All Day’ playlists ready for the summer. The series, created with renowned music curation company Playlister, is designed to combine drinking and listening for the ultimate rosé experience.

Each playlist caters to a specific mood and occasion, bringing music, wine and social interactions together. In part, the project advocates the versatility of rosé, showing how it can be enjoyed in a variety of settings.

That case for versatility is particularly true in the case of Maison Saint Aix. Since it only produces one cuvée, the team has put versatility front and centre in the maison’s branding efforts.

Owner and winemaker Eric Kurver recently described Provence as a place where “time seems to pause”, with the easygoing days of sunshine and fountains segueing into bustling bars and street music at night. It is why the producer aims to create one cuvée equally suited to picnics, casual catch-ups and serious celebrations.

That emphasis is reflected in the playlists. The first, debuting on National Rosé Day, is titled ‘Sunsational AIX’ and draws on bright and soulful sounds, inspired by the wine’s flavour profile. As summer kicks off in Europe (local conditions allowing) it is pitched as a perfect playlist for a beach barbecue.

Subsequent playlists, releasing at weekly intervals, will address different moments synonymous with summer. ‘Sunset Groove’ will bring higher tempos and deeper tones for dancing well into the evening. ‘Midnight Melodies’ will be themed around the mellow end to the night, as friends pour one more drink. ‘Serene Sunrise’ will close the series taking inspiration from sun-drenched mornings by the pool.

The collaboration with Playlister highlights the importance of music in brand building. The music curation company has worked across the fashion, retail and hospitality businesses to match playlists to events and experiences. It has offices in London and Sydney, and its clients include The Ivy Collection, Artfarm and Chiltern Firehouse.

Music has long been highlighted as an element of brand building in the hospitality sector, where it can be a powerful tool in influencing customers. Maison Saint Aix is now following the trend for curated playlists that feed into a distinct brand identity. The practice is increasingly backed up by science, with a 2019 study by HUI Research indicating that a carefully curated playlist can increase sales volumes by 9%.

“The sound that represents our wine and our ethos has been a point of particular interest,” explains Victor Verhoef, marketing director at Maison Saint Aix. ““Our collaboration with Playlister is an ode to the art of indulgence, where every sip of AIX Rosé is complemented by the perfect melodic accompaniment, enriching the moments shared with friends and loved ones.”

Click here from Saturday 8 June to discover the ‘Rosé All Day’ playlists.

Maison Saint Aix is proud to be sponsoring The Spirits Business Awards 2024.