In the spring of 2020, Carla Bruni, the former First Lady of France and a renowned fashion icon, became part of an investment group that purchased Château d’Estoublon, a 300-hectare estate in the Alpilles known more for its olive oil than its wine. Alongside Bruni, her husband Nicolas Sarkozy and Jean-Guillaume Prats, former CEO of Lafite Rothschild and LVMH Wines, joined this venture.

The goal was clear when they appointed Victor Joyeux, a respected rosé expert and winemaker, to lead production. They aimed to establish a modern vinicultural luxury brand centered around a flagship rosé: Roseblood.

Roseblood was designed to stand out in a saturated market. Bruni described it as capturing the essence of Estoublon and the true spirit of Provence. Unlike many rosés that thrive on the allure of the French Riviera, Roseblood draws from the profound beauty of the Alpilles.

Today, rosé is a significant component of global wine consumption, with France producing a substantial portion. However, the premium segment often relies on lifestyle marketing rather than quality. Roseblood distinguishes itself by offering a complex flavor profile that ranges from wild strawberry and peach skin to citrus and mineral notes, finishing with salted almond and chalk. Joyeux emphasizes the importance of balance, ensuring the wine offers the right complexity without being overly expressive.

The grapes for Roseblood—Grenache, Syrah, Cinsault, and Rolle—are sourced from the high-altitude slopes in the Coteaux Varois, a region known for its ideal conditions for slow ripening. This extended maturation contributes to the wine’s finesse and aromatic depth.

However, Roseblood is just one aspect of the estate’s revitalization. The team has implemented a comprehensive strategy that includes revamping hospitality offerings, opening a boutique, and launching a non-alcoholic sparkling cuvée called L’Excessive, which targets the growing non-alcoholic wine market, projected to exceed $1 billion by 2027.

Simultaneously, they are developing white and red wines, and increasing their oenotourism efforts. The estate’s olive oil production has also been modernized, with new packaging and branding strategies.

Bruni’s influence is evident throughout the estate’s transformation. She draws upon her experiences in music and fashion, prioritizing authenticity and emotional resonance in Roseblood, aiming to tell a compelling story with the product. The Château itself exudes meticulous care, reflecting their commitment to excellence across all offerings.

Prats, with extensive experience in prestigious wine brands, applies commercial expertise to ensure that Estoublon achieves its ambitions with strategic execution and creative freedom. Roseblood stands as a testament to this approach, contrasting sharply with more commercially driven rosé brands like Whispering Angel, which gained popularity through mass accessibility.

Roseblood sets itself apart by emphasizing high-quality production and environmental sustainability, with most vineyards certified for high environmental value practices. It is now distributed in over 20 countries, including the U.S., U.K., Switzerland, and Japan, with its latest release in high demand at premium retailers and fine dining establishments.

Bruni envisions Roseblood as more than just a wine—it encapsulates a luxurious lifestyle experience. The term "Art de Vivre," frequently associated with LVMH, embodies this vision by merging the art of living with exceptional wine-making—all housed within a bottle.