Less than a year following the launch of Maison No. 9, the French rosé created by Post Malone, entrepreneur James Morrissey of Global Brand Equities, and Dre London, long-time music manager, the co-founders announce the launch of a new vintage and all-new merchandise, available online NOW.
The 2020 vintage ($21.99 for a 750mL bottle sale on Vivino) has a new look, including an updated logo and color scheme. Six new pieces of merch are on sale including Maison No. 9 sweatshirts, t-shirts and a hat.
Post Malone, James and Dre decided from the start to take a non-traditional approach to marketing and developing a product that’s usually conventional in both style and messaging. In addition to the bottle’s updated look and new merch, Maison No. 9 will introduce “Seasons,” with each season (Spring, Summer, Fall, and Winter) launching the following:
- New seasonal Maison No. 9 merchandise designed by Post Malone
- New Post Malone content (inclusive of campaign imagery, social imagery, website content)
- Seasonal cocktail recipes curated by Post Malone
- Correlating events/activations (digital and/or IRL, as current mandates allow).
Following today’s online launch, bottles will roll-out in-stores nationwide. Maison No. 9 will also be expanding in several major new countries this year (a type of expansion model that typically takes 5+ years).
MAISON NO. 9 2020 LAUNCH HIGHLIGHTS
- Maison No. 9 was born from an idea to bring together a best-in-class winery with Post Malone’s love of the Mediterranean lifestyle and rosé.
- Post and his partners spent much of 2019 – in between Post’s sold-out tour dates – traveling frequently to Provence and working with medaled winemaker Alexis Cornu to try grape varietals and sample blends.
- The result is an affordable, delicious rosé that speaks to the modern consumer, with a brand that speaks their language.
- The name was inspired by Post’s favorite tarot card, the Nine of Swords, and represents overcoming the daily challenges we all face.
- The $21.99 rosé sold 45,000 9L cases (540,000 bottles) of their first vintage across 9,000 retailers in their first four months – completely selling out in just six months.
- Maison No. 9 is currently in the top 1% of wines in the world on Vivino, and received a 90 point score for its 2019 vintage.
- It is the 4th bestselling luxury rosé by price in terms of volume sales, only behind a few long-standing, established roses such as Whispering Angel and Miraval (Source: EJ Gallo).
- At launch, Maison No. 9 dropped a limited amount of bottles for online pre-sale, creating the highest single day demand for any product on wine retailer Vivino and crashing the site. By using a strategy typically seen in fashion and streetwear, they sold out of the 50,000 pre-sale bottles in 48 hours.