British-founded Provence rosé brand Mirabeau has unveiled a new bag-in-box version of its Belle Année rosé, now available at Waitrose stores across the UK. The 2.25-litre box, priced at £25.99, holds the equivalent of three standard bottles and features Belle Année’s distinctive pink and white branding.

Described as dry, fruity, and food-friendly, Belle Année is a Vin de France rosé with fresh aromas of strawberries and summer berries. The boxed format is designed to keep the wine fresh in the fridge for up to a month, making it an appealing option for at-home drinkers looking for both quality and convenience.

Sustainability and accessibility key to new release

Mirabeau founder Stephen Cronk said the decision to offer Belle Année in bag-in-box packaging was influenced by growing consumer interest in both sustainability and practicality. “We all spend so much time at home at the moment, and it’s nice to know you have a chilled supply ready for a glass, whatever the occasion,” Cronk explained.

He highlighted the environmental benefits of the format, noting its lower carbon footprint due to lighter transportation. “The environmental credentials were important to us,” he said, adding that the format’s approachable price point would likely appeal to younger audiences looking for premium wine without premium pricing.

Belle Année, which launched earlier this year, was named best rosé under £10 by The Drinks Business and has quickly become a standout entry in the value-driven pink wine category.

Waitrose sees strong bag-in-box wine growth

Waitrose has welcomed the launch of its first Mirabeau bag-in-box wine, as consumer demand for the format continues to grow. According to Waitrose buyer Marien Rodriguez, sales of bag-in-box wines at the retailer are up 35% year-on-year.

“This shows that customers value the high quality of the wines and the convenience and great value that they offer,” Rodriguez said, adding that the launch aligns perfectly with changing drinking habits in the UK.

The Belle Année box is part of a broader shift toward alternative packaging that combines ease of use with sustainability—qualities that have become especially relevant during periods of increased home consumption.

Bag-in-box gains traction among new consumers

Once seen as a lower-end option, bag-in-box wines are experiencing a resurgence in popularity across Europe. According to a report by Wine Intelligence, the category attracted 3.7 million new customers in France and the UK this year, as consumers discovered the benefits of longer shelf life, lower waste, and better value for money.

With consumers seeking more eco-conscious and cost-effective ways to enjoy their favourite drinks, the launch of Belle Année rosé in a boxed format taps into both convenience and conscience.

As Cronk reflects on the wine’s optimistic name—“Beautiful Year”—chosen just before the world changed in 2020, he adds, “At least it allows us to dream of the sun, blue skies and better times.”

The Belle Année rosé in bag-in-box format is now available in Waitrose stores and online, offering a new way for fans of the brand to enjoy its Provençal charm—glass by glass.