MIMI EN PROVENCE: NEW DESIGN, NEW MARKET
MIMI IN THE UNITED STATES
A distinguished example of Vins Bréban’s know-how, Mimi en Provence is making waves in the Americas with a new offering. In late March, 20,000 bottles of the limited edition, decorated by Denise Lach, crossed the Atlantic in matching boxes destined for the United States.
MIMI IN MEXICO
In March, as well, several bottles of Mimi en Provence were featured at the presentation of a new line of swimwear.
Mexico has a population of 131 million and attracts some 40 million tourists a year. Yet its populace has barely established itself as a mass consumer of wine. Vins Bréban’s strategy for market entry is similar to the one it adopted when it began selling to Brazil about ten years ago: enter the market that demonstrates strong sales potential.
The mexican wine market in 2017 *
Population - 131 million;
Consumption - 0.78 litres pp/pa (0.4 % of world consumption); 80% - red; 19% - white; 1% - rosé;
Imports - 720,000 hl; France - 2nd largest supplier by value.
*Source: International Organization of Vine and Wine (OIV)