Expansion plans for the French rosé created by Post Malone have been revealed, with Australia among the countries in the mix.
The news comes less than a year after the launch of Maison No. 9, which was created by the musician, entrepreneur James Morrissey from Global Brand Equities, and music manager Dre London.
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 his sold-out tour dates – travelling frequently to Provence and working with medalled winemaker Alexis Cornu to try grape varietals and sample blends.
The name for the brand was inspired by Post’s favourite tarot card, the Nine of Swords, and represents overcoming the daily challenges we all face.
Less than a year later, Maison No. 9’s 2021 vintage, priced at $21.99 for a 750ml bottle, and merchandise – including sweatshirts, t-shirts and a hat – has been created and went on sale in the US on April 8 via Vivino.
It’s expected to be equally popular to the 2020 rosé – 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, the site sold out of the 50,000 pre-sale bottles in 48 hours.
The 2020 vintage went on to sell 45,000 9L cases (540,000 bottles) across 9000 retailers in the 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.
“We intend to roll out the product in the US in a larger capacity this year, hoping to include bars, restaurants, hotels, and music venues into the expansion plans, COVID permitting, of course,” Morrissey told Forbes. “Given the global demand for the brand, we will be expanding in several major new countries this year – a type of expansion model that typically takes most brands 5+ years.”