Crédit Agricole has announced, through its IDIA Capital Investissement and Sofipaca entities, that it is taking a minority stake in Miraval Provence. The transaction, carried out through a reserved capital increase, was completed alongside long-standing shareholders Categorys Perrin and Château Miraval.
This capital injection is intended to allow Miraval Provence to embark on a new phase of growth, built around several strategic priorities: commercial development in France and internationally, strengthening brand awareness, launching new products, and structuring its organisation through the recruitment of new talent.
Two complementary brands and a presence in more than 100 countries
Founded in 2012, Miraval Provence produces and markets Provence wines through two brands with distinct positioning. Miraval Côtes de Provence, a benchmark name in Provence rosé, occupies the premium segment, while Studio by Miraval — whose identity is linked to the Château Miraval recording studio — targets a more accessible price point.
The company also markets a range of Champagnes in partnership with the Pierre Péters estate. Historically jointly owned by Categorys Perrin and Château Miraval, Miraval Provence generates most of its sales through exports, drawing on Categorys Perrin’s distribution channels as well as a strategic partnership with Campari Group covering several key markets. This structure gives it a commercial presence in more than 100 countries.
The company also draws on the expertise of the Perrin family, a player in French winemaking for several generations, whose know-how — combined with the Château Miraval brand image — is an asset in the company’s international positioning.
Financial backing to support international growth
Cédric Fontaine of IDIA Capital Investissement and Alexandre Flageul of Sofipaca said that Miraval Provence successfully combines Provençal know-how, the strength of iconic brands and genuine international ambition. They added that they had been convinced by the quality of the partnership between the Perrin family and Château Miraval, and by their determination to build the company’s development for the long term.
The two executives said the backing is intended to help Miraval Provence reach a new stage in its development, by supporting its marketing and communications investment and strengthening its organisation to drive future growth.
For the shareholder family, Marc Perrin said that Crédit Agricole’s entry into the capital marks an important milestone for Miraval Provence, and should help accelerate its international development, strengthen awareness of the Miraval and Studio by Miraval brands, and continue innovating to meet new consumer expectations around the world. He added that the partnership also provides the means to strengthen the teams needed to carry this collective ambition forward.
IDIA Capital Investissement and Sofipaca, two investment arms of the Crédit Agricole group
IDIA Capital Investissement is Crédit Agricole group’s national proprietary investment management company. It backs SMEs and mid-sized companies across all sectors as a long-term minority financial shareholder, with recognised expertise in food and agriculture, healthcare and the energy transition. Its investment ticket ranges from €1 million to €50 million, out of total managed funds of around €3 billion.
Sofipaca, a subsidiary of the regional Crédit Agricole Provence Côte d’Azur and Alpes Provence banks, has since 1984 supported SMEs and mid-sized companies in the South of France region in growth capital, transmission capital and shareholder restructuring operations. The company manages more than €150 million invested with no fixed time horizon, working to the economic pace of the businesses it supports. It operates according to a logic already seen in regional hospitality, where the Crédit Agricole group recently backed the growth of Summer Hotels on the French Riviera alongside Bpifrance and BNP Paribas Développement.
🔗 Discover on LTH: Miraval Resorts & Spas announces the opening of Miraval The Red Sea in Saudi Arabia — note that this hotel brand, developed by Hyatt, is distinct from Miraval Provence and its wine business.
At a glance by The Hospitality Tribune
Crédit Agricole takes a minority stake in Miraval Provence
Deal structured through IDIA Capital Investissement and Sofipaca, alongside existing shareholders Categorys Perrin and Château Miraval
Executed via a reserved capital increase
Miraval Provence operates two wine brands – Miraval Côtes de Provence and Studio by Miraval – plus a Champagne partnership with Pierre Péters
Commercial presence in over 100 countries, largely export-driven, supported by a strategic partnership with Campari Group
Proceeds earmarked for international commercial growth, brand marketing and organizational reinforcement
