Mirabeau takes centre stage at Okinawa hotel

Provence rosé brand Maison Mirabeau has partnered with Ana InterContinental Manza Beach Resort in Okinawa, Japan, for a summer activation.

Mirabeau La Folie

The collaboration between Mirabeau, represented in Japan by Nimbility, and Manza Beach Resort includes hotel-wide listings of Mirabeau products, tailored guest experiences, and the ‘Pink Summer Event’ on 9-10 August 2025.

Stephen Cronk, founder of Maison Mirabeau, comments: “The Pink Summer campaign is the perfect occasion to showcase and introduce Maison Mirabeau’s exceptional rosé wines and rosé gin with a touch of the lifestyle of our beautiful region of Provence.

“We are thrilled to be partnering with the Ana InterContinental Manza Beach Resort and delighted to embrace the resort’s visionary commitment to cultivating the rosé category and Provence lifestyle in Okinawa through this bespoke campaign.”

On 9 August, the Pink Summer Event will launch with the Pink Sunset Party, which invites guests to the garden poolside to enjoy Mirabeau wines, sparkling rosé, and gin cocktails. Okinawa-based vinyl collector and DJ, Kiora, will set the mood.

The following day, the Pink Sunset Festival at the resort beach area includes performances by DJ duo Uma+Matcha and live artist Takuji, also known as Emoh Les. Mirabeau will be on hand during the whole event, offering guests an opportunity to enjoy its Classic rosé, La Folie sparkling rosé, and Dry Rosé Gin.

Russell Shepherd, general manager of Ana InterContinental Manza Beach Resort, said: “I am delighted to partner with sustainability leaders Maison Mirabeau to bring the Provance experience to our world class beaches and waters of Manza Beach. The two areas share so much in common and I believe our guests will enjoy the experiences our two brands share.”

The campaign aims to enhance Mirabeau’s brand engagement in Japan’s expanding luxury beach resort market, positioning it as a lifestyle-focused rosé brand. To support consumer engagement and a consistent visual presence throughout the resort, the activation includes strategically placed custom promotional items, including branded wine glasses, polo shirts, ice buckets, and table signage.

At the Club Lounge, guests can enjoy unlimited Mirabeau La Folie and Rosé Gin as part of their enhanced stay experience. Additionally, the hotel offers a branded picnic experience that includes a Mirabeau wicker picnic basket with La Folie and a curated selection of food prepared by the hotel’s culinary team. Mirabeau wines are also featured on the resort’s sunset cruise, further integrating the brand into premium leisure experiences.

Manuel Rodrigues, Nimbility’s head of Japan, comments: “We recognise the challenges in growing the rosé wine category in Japan, but I firmly believe that popularity begins with discovery. When Japanese consumers experience rosé the way we do in France – appreciating its quality and embracing its spirit, they’ll understand that rosé is more than a wine.

“In France, it’s a way of life: a celebration of food, friends, and joyful moments. That’s the essence we’re bringing to Japan this summer through the Maison Mirabeau partnership with Ana InterContinental Manza Beach Resort in Okinawa. There could be no better place to share a taste of Provence. We’re thrilled to invite guests to join us on 9 and 10 August for an unforgettable celebration of rosé, lifestyle. We can’t bring everyone to Provence so instead we are bringing a little bit of Provence to Japan.”