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AIX Rosé sets the tone for spring with curated music playlist
Provence rosé producer AIX has teamed up with music curation specialists Playlister to create a bespoke seasonal soundtrack, launching alongside the 2024 vintage. The post AIX Rosé sets the tone for spring with curated music playlist appeared first on The Drinks Business.
Provence rosé producer AIX has teamed up with music curation specialists Playlister to create a bespoke seasonal soundtrack, launching alongside the 2024 vintage.
Maison Saint Aix, the producer behind AIX Rosé, is marking the arrival of spring with a unique multi-sensory campaign that blends wine and music. In collaboration with Playlister, a global leader in music curation, the brand is launching a dedicated playlist designed to complement its latest vintage release.
Titled AIXpressions of New Beginnings, the 30-track playlist debuts on March 21st—the first day of spring—coinciding with the launch of AIX Rosé 2024. Inspired by the vibrant and fresh character of Provence's signature pink wine, the playlist aims to provide a seamless soundtrack for outdoor gatherings, from sun-drenched picnics to the season's first barbecues.
"Much like Maison Saint Aix produces AIX using the perfect blend of grapes, at Playlister, we’re always seeking the ideal pairing — matching the very best music to the very best spaces," said Ben Bridgewater, co-founder of Playlister. "From a sunny seaside terrace to a glitzy hotel bar, the experience of drinking a crisp glass of rosé is elevated by a thoughtfully selected soundtrack."
AIX Rosé has previously positioned itself as more than just a wine brand, leaning into lifestyle and cultural collaborations. This latest partnership reflects a growing trend of drinks brands leveraging music to enhance brand identity and consumer experience. The playlist concept mirrors the approach taken by chefs and sommeliers in curating perfect pairings, with music seen as an extension of the overall sensory enjoyment of wine.
Victor Verhoef, marketing director at Maison Saint Aix, explained: "From sharing experiences with friends over great wine, music, and food, to launching AIX, the sound that represents our wine and ethos has been of particular interest. This spring, we want to take all the pressure off your social gatherings by collaborating once again with Playlister to create specially selected soundtracks to pair with our wine."
Available on Spotify and promoted across Instagram, AIXpressions of New Beginnings is the first in a series of playlists that will be unveiled throughout the season. As the weather warms and al fresco moments return, AIX Rosé aims to set the perfect tempo for spring sipping.
Maison Saint Aix, the producer behind AIX Rosé, is marking the arrival of spring with a unique multi-sensory campaign that blends wine and music. In collaboration with Playlister, a global leader in music curation, the brand is launching a dedicated playlist designed to complement its latest vintage release.
Titled AIXpressions of New Beginnings, the 30-track playlist debuts on March 21st—the first day of spring—coinciding with the launch of AIX Rosé 2024. Inspired by the vibrant and fresh character of Provence's signature pink wine, the playlist aims to provide a seamless soundtrack for outdoor gatherings, from sun-drenched picnics to the season's first barbecues.
"Much like Maison Saint Aix produces AIX using the perfect blend of grapes, at Playlister, we’re always seeking the ideal pairing — matching the very best music to the very best spaces," said Ben Bridgewater, co-founder of Playlister. "From a sunny seaside terrace to a glitzy hotel bar, the experience of drinking a crisp glass of rosé is elevated by a thoughtfully selected soundtrack."
AIX Rosé has previously positioned itself as more than just a wine brand, leaning into lifestyle and cultural collaborations. This latest partnership reflects a growing trend of drinks brands leveraging music to enhance brand identity and consumer experience. The playlist concept mirrors the approach taken by chefs and sommeliers in curating perfect pairings, with music seen as an extension of the overall sensory enjoyment of wine.
Victor Verhoef, marketing director at Maison Saint Aix, explained: "From sharing experiences with friends over great wine, music, and food, to launching AIX, the sound that represents our wine and ethos has been of particular interest. This spring, we want to take all the pressure off your social gatherings by collaborating once again with Playlister to create specially selected soundtracks to pair with our wine."
Available on Spotify and promoted across Instagram, AIXpressions of New Beginnings is the first in a series of playlists that will be unveiled throughout the season. As the weather warms and al fresco moments return, AIX Rosé aims to set the perfect tempo for spring sipping. 
