Miraval Rosé has been announced as the official partner wine of the 75th Berlin International Film Festival (Berlinale). According to the Provence estate, "The partnership between Miraval and the Berlinale is a natural synergy, founded on shared values such as artistic excellence and cultural impact." The Berlinale will take place from February 13 to 23, 2025.
Until 2022, the German Wine Institute (DWI) sponsored the Berlinale for 15 years, in collaboration with the state of Rhineland-Palatinate and Weinheimat Württemberg. This partnership ensured that “international guests at the Berlinale could enjoy exclusive, high-quality wines from German regions at all official events,” explains Ernst Büscher of the DWI. Unfortunately, continuing this sponsorship is no longer financially viable. “The last increase in the wine promotion levy was over 30 years ago,” a point also highlighted by outgoing DWI Managing Director Monika Reule in a 2022 interview with the German trade magazine Weinwirtschaft. “In recent years, all of the DWI’s consumer events in Germany and the remaining 11 key foreign markets have gradually been discontinued, including, regrettably, the sponsorship of the Berlinale,” adds Büscher.
In 2024, the event management company Landau Südliche Weinstraße mbH took over the Berlinale’s wine sponsorship. “We would have gladly participated again in 2025,” Managing Director Bernd Wichmann told Weinwirtschaft. The company had expressed its interest to the Berlinale organizers and had even started proactively recruiting winemakers. However, the organizers later informed them that they had opted for another proposal this year. Despite this setback, Wichmann is determined to try again next year to showcase wines from the Southern Palatinate to an international audience.
The Miraval winery, owned by Hollywood actor Brad Pitt, produces wines in collaboration with the Perrin family. In recent years, the estate has repeatedly been caught in the crossfire of legal battles between Pitt and his ex-wife Angelina Jolie. Despite this, the rosé produced at Miraval has become one of the most successful premium wine brands on the German market. Import and distribution in Germany are handled by Mack & Schühle.
That raises the question of how other festivals handle it: In Cannes last year, it was Telmont—and indirectly Leonardo DiCaprio, who became a shareholder in the company in 2022. And Venice was supported by Conegliano Valdobbiadene Prosecco Superiore DOCG. VM
