The rosé wars in the Hamptons are heating up as summer gets into full swing.
VieVité Rosé from Provence, France, is upping its game. Although it’s only five years old, it has shops in all 50 states, and in all the Hamptons hot spots, including Surf Lodge in Montauk, as well as in party cities LA and Miami.
The company rings up 75 percent of its sales in the four months of summer.
VieVité competes head-on with local rosés, including Wolffer Estates, in Sagaponack, NY; the popular Whispering Angel (also Provence); and hotelier Andre Balazs’ rosé (Long Island). But VieVité has a Saint-Tropez pedigree — Domaine Sainte Marie is just west of Saint-Tropez, where it has about 100 acres of land producing the pink-hued rosé.
Owner Tunch Doker was the Champagnes marketing manager for LVMH/Moët Hennessy before starting VieVité with his wife, Aylin Algan Doker.
On the July 4th weekend, he’ll launch a limited edition 15-liter bottle, which, naturally, will be bigger than everyone else’s (it’s the equivalent of 20 bottles) and retails for about $1,200 at liquor stores, including Sherry-Lehmann. But it will go for up to $4,000 at Gurney’s Montauk Resort & Seawater Spa.
DJ and entrepreneur Hannah Bronfman will be there to help launch the huge bottle at Gurney’s on the Fourth.
Other fans of the rosé include Naomi Campbell, Leonardo DiCaprio and Nick Jonas.