Maison Mirabeau has paired up with grocer and restaurant group Feather & Bone to inject its ‘spirit of rosé’ philosophy into Hong Kong. Rebecca Lo reports.
Maison Mirabeau and Feather & Bone have teamed up for a total brand experience of the Provence rosé wine brand known for its strong ‘spirit of rosé’ lifestyle identity.
The collaboration sets a new benchmark for integrated wine brand activation, combining strong point of sale executed with curated consumer experiences across different channels.
As the leading butcher, premium grocer and restaurant group in Hong Kong, Feather & Bone highlights the depth and versatility of Mirabeau through a wide spectrum of activations. From bricks and mortar stores and dining rooms to online shopping, the partnership is about making the brand accessibility to lifestyle-oriented consumers.
Continental Wines, the Hong Kong importer for Mirabeau, worked with Nimbility, Mirabeau’s Asia export and brand management partner, to implement the rollout. Together, they coordinated all point of sale elements across Feather & Bone’s network to ensure consistent aesthetics and brand expression.
Provence in the spotlight
The featured wines include Mirabeau’s signature rosé Mirabeau Pure, available in large formats including magnums, 3L and 6L bottles; sparkling rosé Mirabeau La Folie; and gastronomic cuvée Mirabeau Étoile. Mirabeau Gin is incorporated into the portfolio through curated cocktails designed for Feather & Bone.
The core of the rollout is a robust in-store initiative including dedicated merchandising such as bespoke bottle displays, branded drinks trolleys and Mirabeau LED sign installations. Curated collaterals encompassing branded beach bags and cookbooks reinforce brand identity at point of sale. These retail activations are further supported by a summer roster of in-store tastings to encourage customers to engage directly with the wines.
Within Feather & Bone dining spaces, Mirabeau wines are integrated into on-trade experiences through by-the-glass listings and food pairings. Mirabeau gin cocktails further highlight how the brand’s range can suit occasions varying from casual to more refined.
‘Quality-driven, social, experience-led’
At Ruam, the group’s convivial Thai bar and restaurant in Wanchai, an Endless Lunch features curated Thai menus paired with free-flow Mirabeau rosé against the backdrop of a lush terrace. With its repeatable and scalable format, Endless Lunch at Ruam is on course to be a key driver of consumer engagement for the collaboration.
The rollout is supported by a comprehensive training programme for Feather & Bone employees across all of its locations, enabling teams to confidently guide consumers through the portfolio.
“We are incredibly excited to begin this ambitious partnership with Maison Mirabeau,” said Timothy Bruges, managing director with Feather & Bone. “Mirabeau’s wines and spirits align perfectly with the way our consumers like to eat and drink—quality-driven, social and experience-led. This collaboration allows us to bring that to life across our retail and dining environments in a very engaging way.”
That’s the spirit
“Our vision has always been to share the ‘spirit of rosé’ in a way that goes beyond the glass,” said Jeany Cook, co-founder with Maison Mirabeau. “With Feather & Bone, we have found a partner that truly understands how to create meaningful consumer experiences across different environments.”
“Mirabeau’s core consumer wants to fuse joy and more purposeful living,” said Francesca Martin, founding partner with Nimbility. “This is exactly the same audience that frequents Feather & Bone.
“The combination of retail and on-trade within one ecosystem offers a unique opportunity to showcase the full breadth of the range, and to build visibility and engagement in a very cohesive way.”
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