From Telecoms to Terroir: The Mirabeau Rosé Success Story
Stephen and Jeany Cronk are attempting to maintain a diplomatic stance when it comes to the contentious issue of adding ice to rosé wine. 'If you like to drink it that way, you totally should,' says Jeany, with a measured tone. 'We don't believe in telling people what to do. They should just have a nice time with wine.' This approach is tactful, yet Stephen, 62, struggles slightly, pausing before conceding, 'Ice is fine.' When asked if he would be offended by someone plopping cubes into his rosé, he responds, 'I would bite my tongue. No. If people have bought a bottle of my rosé, they can do what they want with it. As long as it's my rosé!'
A Bold Leap into the Wine World
The British duo, aged 53 and 62 respectively, founded Mirabeau, the renowned Provençal rosé brand, in 2010. Their journey began after they quit their telecoms jobs, sold their two-up two-down house in Teddington, and relocated with their three children to the French countryside in 2009. Within a year, they produced 24,000 bottles and secured a listing in Waitrose. Today, the Cronks employ 22 people and sell their wine, typically priced at £14 per bottle, across 50 countries.
In a significant milestone this February, they sold a majority stake in Mirabeau to Concha Y Toro, the Chilean wine giant valued at nearly £1 billion, which owns brands like Casillero del Diablo. This marks the first time the South American company has acquired a rosé brand or any wine produced in Europe.
The Genesis of a Dream
The idea for Mirabeau took root in the late 1990s during a visit to friends in Perpignan, Southwest France. Stephen, who had briefly worked in wine in his youth, and Jeany were on a walk when they stumbled upon a beautiful vineyard. 'The guy we were with said, "This is actually on the market for the same price you've just paid for your tiny, terraced house in London,"' recalls Stephen. This sparked serious contemplation, but it took a decade before they acted on their vision.
In 2009, the Cronks made a daring move: they sold their home, rented in Provence, enrolled their children in a French school, quit their jobs, and invested all their capital into starting a wine company. 'We liquidated everything,' says Jeany. 'We wanted to force ourselves not to have too easy a way back.' Initially, Mirabeau had no external investors, and Stephen notes, 'I wasn't this City whiz kid who'd made millions.'
Early Struggles and Serendipitous Breaks
The initial months in France were challenging. The family lived frugally, often relying on baked beans, while their youngest child struggled with French school, crying daily for a year. With minimal knowledge and contacts, Stephen began cold-calling Provençal wine estates from a directory, asking in basic French if they had surplus grapes or wine. Most responses were negative.
However, persistence paid off. One evening, after nearly giving up, Stephen made one more call to a vineyard owner who spoke English and offered help. The next day, this connection introduced them to a grower who provided grapes for their first vintage. This led to extensive wine tasting—thousands of glasses, according to Jeany—with guidance from master of wine Angela Muir.
Disasters and Acts of Kindness
The journey was not without setbacks. An order for screw caps arrived in the wrong colour, forcing the wine into a temporary tank. A month later, they discovered the tank was improperly sealed, ruining 24,000 bottles worth of wine. 'This is une vraie catastrophe,' the bottling man declared. Yet, in a twist of kindness, he offered to sell the spoiled wine elsewhere and helped them start fresh.
This generosity was a recurring theme. 'France often has quite a bad reputation for sort of, you know, friendliness,' Jeany remarks, but locals proved helpful. In December 2010, their first batch sold to Waitrose, stocked in 60 stores. Stephen's mother proudly promoted it in Surrey, while sales grew to 80,000 bottles in the second year, eventually reaching three million annually.
Growth, Vineyard Ownership, and Natural Challenges
By 2018, Mirabeau broke even, and the Cronks purchased their own 20-hectare vineyard in Provence, near estates owned by Brad Pitt, Johnny Depp, and George Clooney. The land, with southwest-facing slopes, required external investment due to its high cost. They use it primarily for their estate wine, La Reserve Rosé (£29), focusing on regenerative farming.
Vineyard ownership brought complexities, including a devastating forest fire in 2021 that burned 7,000 hectares, destroyed two barns, and ruined their vintage due to smoke taint. 'Three people died—not on our estate but in the region,' Stephen notes somberly. Jeany explains that while insurance and neighbourly support exist, farmers must be prepared for such losses.
Life After the Sale and Ongoing Passion
Following the sale to Concha Y Toro, the Cronks moved to a nearby family house in Provence and bought a home in London as their children returned to the UK. They remain actively involved in Mirabeau, still thrilled to see customers purchase their wine. Stephen recalls a recent moment in Waitrose where he thanked a man buying bottles, saying, 'It is the best feeling. We're just so grateful when anybody buys a bottle of our wine.' Whether or not ice is added, the Cronks' journey from risk-takers to industry success story continues to inspire.
