Can you tell us about the new collaboration you have signed with the Tour de France?
We are very proud to announce a three-year international collaboration with the Tour de France, covering around 15 export markets worldwide, including including the UK, with our partner Watermill Wines for the off-trade.
This collaboration associates our wines with one of the most iconic sporting events globally, renowned both for its sporting excellence and its deep roots in French culture, landscapes, and art de vivre, especially in this UNESCO world heritage site.
Marrenon has signed a three year collaboration with the Tour de France
It involves our two complementary brands: Amédée, dedicated to large-scale retail, and Marrenon, positioned in the on-trade and specialist channels.
It represents a unique opportunity for our company to showcase all of our appellations - Luberon, Ventoux, and IGP Méditerranée - to an international audience, with a targeted approach adapted to the different distribution channels.
Why did this sporting collaboration seem the most relevant choice for the brand?
Cycling and wine share fundamental values: respect for terroir, endurance, precision, collective effort, and a strong connection to origin.
As historical producers of the Luberon and Ventoux appellations, this collaboration with the Tour de France has a very special meaning. The race regularly passes through our region and highlights Mont Ventoux, one of the most iconic and legendary climbs in Tour history.
This natural link between our vineyards, located on the foothills of Ventoux and the Luberon, and this major sporting event was an obvious choice. It perfectly reflects our identity as a producers’ house from the south of France, committed to wines of freshness, altitude, and authentic expression of terroir.
What was the process to secure this collaboration and which criteria were assessed by the Tour de France organisers?
This collaboration was built around a shared desire to establish a long-term relationship, with a three-year commitment, in order to create meaningful value beyond simple brand visibility.
The Tour de France organisers place great importance on the consistency of licensees with the image and values of the event: territorial roots, authenticity, long-term vision, and the ability to activate the collaboration effectively across markets, particularly internationally.
Our cooperative model, bringing together several hundred winegrowers, along with our export ambition and our ability to deploy structured activations across multiple countries, naturally aligned with this collaborative approach.
On top of this, our company has just received the B Corp certification, a recognition that sets us apart for our high standards of social and environmental performance, transparency and accountability.
What actions will you implement ahead of the race with the brand and your wines?
Ahead of the event, we will roll out press relations initiatives and commercial activations in key markets.
The objective is to tell the story of our terroirs, our appellations, and our expertise through the lens of the Tour de France, in close collaboration with our licensed importers and distributors.
What access and visibility will you have during the race?
Marrenon is able to use its collaboration to produce and promote official products for the Tour de France
The collaboration allows us to feature the “Official Product of the Tour de France” logo across all our packaging, providing immediate and distinctive visibility at point of sale, both in France and internationally.
Within this framework, we are also developing specific formats for large-scale retail, including quarter pallet displays, designed to create strong in-store visibility during the race period.
In addition, two dedicated gift boxes are currently in development, conceived as genuine invitations to discover our wines and our region.
Prize draws are also under consideration, with the possibility of offering exclusive experiences, such as trips to France to attend the Tour.
The objective is to build a comprehensive activation combining in-store impact, consumer experience, and a strong emotional connection with the event.
What initiatives have you already put in place to maximise this opportunity?
We have developed a dedicated export activation plan, structured around marketing, communication, and business development.
Internally, our teams are fully mobilised to ensure strong consistency between the wines, the targeted markets, and the actions carried out throughout the duration of the collaboration.
Are you planning to launch specific wines linked to the race?
Yes, for 2026, we have developed a first dedicated cuvée, aligned with the spirit of the Tour de France and aimed at the large-scale retail channel: Amédée Ventoux Experience.
It is a red wine focused on freshness, balance, and conviviality, designed to accompany shared moments, with adaptations according to the expectations of each market.
What do you expect from this collaboration in France and internationally?
In France, this collaboration strengthens our brand awareness and legitimacy among consumers.
Internationally, it acts as a strong accelerator of visibility and credibility, particularly in markets where our distribution is still under development.
Our ambition is to transform this exposure into long-term commercial relationships.
How do you measure the success of this collaboration?
The famous Ventoux mountain from Marrenon's vineyards
Success will be assessed through several indicators: brand awareness, quality of commercial contacts, distribution development, and the strength of the collaborations established.
It is a strategic long-term investment, well beyond a one-off operation.
What is your view of the British market and your strategy for the UK?
The UK is a mature market, highly structured and influential at an international level.
Our strategy is to build it progressively, in cross collaboration with our long-standing partners, Watermill Wines, offering solutions and innovation that meets and exceeds market expectations.
Which wines are your priority for the UK market?
Our priorities will focus on fresh and elegant rosé and white wines from the Luberon and Ventoux appellations, as well as selected red wines emphasising balance and drinkability.
These profiles are perfectly aligned with British consumption trends.
How do you plan to maximise the collaboration with the Tour de France in the UK market?
In the UK, the collaboration with the Tour de France will be used as a lever for credibility and differentiation.k
It will support discussions with buyers and distributors, strengthen our media visibility, and enable the creation of commercial and editorial activations aligned with the race calendar.
It will also be a chance to celebrate what we’ve achieved so far with Watermill Wines on the off-trade and connect with our existing customers. We’re really excited for the year ahead!
* You can find out more about Marrenon and the wine it produces here.
* You can find out more about the Tour de France here.
