The Entrepreneurs – How Winemakers in the South of France are Turning Rosé into a Year-Round Wine

Monocle Radio | October 15, 2025

Episode Overview

This episode of The Entrepreneurs delves into how rosé, traditionally viewed as a summer drink, is being transformed into a wine enjoyed throughout the year. The centerpiece of the show is an interview with Jeanne and Stephen Kronk, founders of Maison Mirabeau, who share their journey from London professionals to leading figures in the Provence wine scene. The episode also explores culinary innovation on Vancouver Island with truffle farming, and features a discussion on the business of 'best of' hospitality rankings.

Maison Mirabeau: Reinventing Provence Rosé

Interview with Jeanne and Stephen Kronk
[01:09–16:13]

From London Life to Provençal Dream

• Stephen and Jeanne Kronk, once settled in corporate London, made a bold move to Provence to start Maison Mirabeau, now an award-winning global wine brand.

• The couple candidly discuss their lack of wine-making and French language experience at the outset, as well as the pressures of raising three children amid such a risk.

  “We risked everything… we’d never made wine, we didn’t speak French, we had three children – it was a lot of pressure and couldn’t get it wrong.”
  — Stephen Kronk [00:32]

• Stephen's background in the wine trade rekindled his passion, leading him to propose the life-changing idea after leaving a successful telecoms career.

Building a Brand (Not Just a Winery)

• Their initial plan to buy a vineyard was altered by advice from wine industry contacts; instead, they built a brand first, focusing on sourcing quality grapes from trusted growers.

• Being Brits in Provence made them stand out and sometimes elicited sympathy (and support) from locals.

  “I didn’t speak a word of French, so… I think they gave us the sympathy vote and they were amazing, really supportive.”
  — Stephen Kronk [04:40]

The Name “Mirabeau”

• “Mirabeau” was chosen for its beauty, meaning (“beautiful view”), regional evocativeness, and historical resonance. Uniquely, the name was not trademarked.

  “We just thought, oh, this is a beautiful name. This works. People can pronounce it. And let's build our sort of brand universe around that name.”
  — Jeanne Kronk [05:24]

Growth, Diversity & The Signature Style

• Maison Mirabeau is now in over 40 countries, with the UK their largest market and a presence in both retail and hospitality.

• Products range from the flagship “Pure” rosé — ideal for light, daytime enjoyment — to more gastronomic styles for food pairing.

• There’s a focus on consistency over dramatic vintage differences, similar to Champagne, allowing customers to trust in a recognizable house style.

  “You have a signature that's always recognizable… a bit like in champagne.”
  — Jeanne Kronk [07:15]

Breaking the Seasonal Mold: Rosé For All Year

• Despite the enduring association of rosé with summer, the Kronks advocate for year-round consumption. Sales still spike in warmer months, but perceptions are shifting.

  “You drink white wine all year round. Why not rosé?... The reality is... people are drinking it all year round. There is a spike in the summer, but it is Four Seasons wine.”
  — Stephen Kronk [08:59]

• Jeanne highlights a new trend: rosé as a festive food wine, pairing it with turkey at Christmas or Thanksgiving, and with white meats and even spiced dishes.

  “Christmas is becoming a bit of a thing for rosé... it is a great turkey pairing.”
  — Jeanne Kronk [09:37]

Brand Collaborations & B Corp Certification

• Partnerships with hotels and other hospitality brands (e.g., 108 Brasserie at the Marylebone Hotel) help expand their reach, especially when values align—Maison Mirabeau is B Corp certified.

• Achieving B Corp status was a rigorous process requiring significant resource and introspection.

  “It gives you a sort of lens, you know, it gives you a monocle to kind of look at your business through and just to reframe how you work.”
  — Jeanne Kronk [12:06]

  “Anybody setting out with a new business, if they want to have any kind of purpose... they should look at building a business around that B Corp framework and to certify early.”
  — Stephen Kronk [13:05]

What’s Next: Regeneration and Global Ambitions

• Jeanne has authored a book, "At Home in Recipes and Stories from Life in the South of France," and the company continues to innovate with projects like a collaboration with Fever Tree.

• Stephen is championing regenerative viticulture, founding a nonprofit (The Regenerative Viticulture Foundation) and aiming to persuade the wider wine industry of its value.

  “I'm trying to persuade the whole wine industry to go regen... There's nothing to not like about it.”
  — Stephen Kronk [14:08]

• The US market presents unique challenges due to regulations and tariffs, but remains a major goal for expansion.

Culinary Innovation: Truffle Farming on Vancouver Island

Feature with Virginia Britzka, The Truffle Farm
[17:11–23:17]

Origins and Experimentation

• Virginia Britzka’s family farm is the first in Canada to cultivate the prized black Perigord truffle, using both traditional hunting pigs and dogs—though the pig, Clarence, proved difficult to manage.

  “Let's just say Clarence got to eat his truffle and we realized that mini pigs aren't the best for hunting truffles… Now I know why.”
  — Virginia Britzka [17:11]

The Science of Truffle Cultivation

• Years of experimentation led to the discovery that hazelnut and Garry oak trees are optimal truffle hosts; soil pH is carefully managed using a mix of animal grazing and manual techniques.

  “The hazelnut produces a sweeter truffle than the Garry oak, and the texture of it is a lot finer.”
  — Virginia Britzka [18:29]

• The symbiotic approach also includes chickens, turkeys, and sheep, benefiting both farm and truffles.

Culinary Impact

• Chefs, like Nick MacKay, prize the local proximity and freshness:

  “You have a tomato that smells like a tomato, you have a truffle that smells like a truffle… you get a better product for it.”
  — Nick MacKay [22:31]

• Britzka Farm’s truffles are now being paired with seafood, beef carpaccio, and even BlackBerry cheesecake – a milestone for Canadian terroir.

The Business of “Best Of” Lists in Hospitality

Discussion with Fernando Augusto Pacheco ("Faye")
[24:00–28:43]

The Rise of Rankings

• The proliferation of hotel, restaurant, and bar ‘best of’ lists by media and prestigious guides (like Michelin and World’s 50 Best) is evaluated.

• Such lists provide powerful marketing for both big brands and small independents, but there’s skepticism about the transparency and selection criteria.

  “They are almost replacing some magazines in terms of the power, in terms of marketing… But there are concerns as well... is it perhaps PR driven?”
  — Faye [24:44]

The Impact on Boutique Brands

• Inclusion in these lists is a big deal for small hotels and brands—they widely publicize their rankings, regardless of position.

• The attention can help smaller operators break out and connect with larger audiences, though word-of-mouth and authenticity remain crucial.

  “You can be a Rosewood type, you can be… just a one-off hotel in the south of France. They're all posting that.”
  — Faye [26:32]

Personal Take

• Faye notes that, despite enjoying lists, they serve best as a guide rather than gospel:

  “There is a place for kind of a Listico article… But at the same time you shouldn't only trust the lists because sometimes there is a discreet owner of a chateau in France who perhaps doesn't want to advertise. And that's the good old word of mouth.”
  — Faye [28:43]

Memorable Quotes & Key Timestamps

• “We risked everything… we’d never made wine, we didn’t speak French…” — Stephen Kronk [00:32]
• “Mirabeau… means beautiful view or seeing beauty.” — Jeanne Kronk [05:07]
• “Christmas is becoming a bit of a thing for rosé… it is a great turkey pairing.” — Jeanne Kronk [09:37]
• “It gives you a sort of lens, you know, it gives you a monocle to kind of look at your business through…” — Jeanne Kronk [12:06]
• “I'm trying to persuade the whole wine industry to go regen…” — Stephen Kronk [14:08]
• “Let's just say Clarence got to eat his truffle and we realized that mini pigs aren't the best...” — Virginia Britzka [17:11]
• “There is a place for… a Listico article… But… you shouldn't only trust the lists…” — Faye [28:43]

Takeaways

• Rosé is poised to shed its “summer only” image, with winemakers and consumers embracing its versatility.
• Building a wine brand from scratch requires resilience, innovation, and the courage to defy expectations.
• Ethical certification (like B Corp), environmental stewardship, and creative partnerships are increasingly central in contemporary wine business.
• Culinary and agricultural entrepreneurship, such as Canadian truffle cultivation, is enriching local gastronomy and redefining global niches.
• Industry accolades and rankings matter, but ingenuity, authenticity, and word-of-mouth retain unique value.

For more:

• Maison Mirabeau: maisonmirabeau.com
• The Truffle Farm: thetrufflefarm.ca
• Jeanne's book: “At Home in Recipes and Stories from Life in the South of France”