Après Brand Launch Flows from Saint-Tropez to Sandbanks

Rosé flowed. Glasses clinked. DJs dropped the first tracks of the summer. And just like that, Après Provence arrived in the UK. Fresh off the boat with the kind of buzz that can only happen when the right people, wine, and weekend collide. From sampling in Sandbanks to the wider world, Après didn’t just debut; it made itself known.

Après isn’t your typical rosé. It was born from a crew who know the sweet spot between Saint-Tropez elegance and the spontaneous social energy of Sandbanks. For them, rosé shouldn’t be reserved for linen-shirt-only occasions. It should pour freely when the sun dips and the table fills with friends.

“We wanted to bottle those après moments—après-ski, après-beach, après-anything,” says Toby, glass in hand, as the sunset hit South Deep over the launch weekend.

That’s exactly what they did. Crafted just outside Saint-Tropez at Château des Bertrands, Après is made to be moreish, dry, and social. It’s not a wine to swirl and overthink, but one to pass around as the night unfolds. You can see how their story pours into every sip on our story page.

What Makes Après Rosé Different? 

It’s not about the tasting notes, but about what the wine does for the moment. That said, there’s still craftsmanship in every sip. Après Rosé is produced at Château des Bertrands, deep in Provence. Here, the master winemaker behind the blend, is known for creating the kind of wines that flow as easily as conversation. His signature? Grenache Noir, Cinsault, and Syrah, all picked for their crisp, fruit-forward character that keeps the glass moving.

The result is a pale, dry rosé with just enough edge to keep the night going. Peach, pear, a hint of exotic fruit. It’s all there, but you don’t need to overthink it. You just need to pour, sip, and let the moment take over.

And the bottle? It doesn’t whisper ‘exclusive’. Minimalist, etched, and finished with a glass stopper that’s not just good-looking; it owns the room. The bottles are made for resealing, whether between rounds at the padel court or while anchored off the coast.

But what really makes it different? It’s designed for everyone at the table.

“We’re bringing a gender-neutral rosé to market, one that men can order at a bar and feel good about,” Toby adds, clinking glasses at Rockwater’s rooftop.

That’s the vibe. No clichés. No pretence. Just good wine made for good moments. You can check out the rosé here, but really, it’s meant to be passed around, not read about.

Après Turned Heads at The UK Launch Weekend

Sandbanks, 1st May. The first bottles of Après hit tables at South Deep, and they didn’t last long. The rosé sold out not once, not twice, but three times over the weekend.

Locals, visitors, and the kind of people who know how to turn an afternoon into an evening made it their drink of choice. The vibe? Laid-back, sun-soaked, with Après flowing as freely as the conversations. But it wasn’t just the wine doing the talking. First-sippers, influencers, and friends snapped, shared, and toasted what soon became the drink of the weekend.

Over in Rockwater, the scene was just as lively. Rooftop crowds toasted the arrival of Après, bringing Saint-Tropez cool to the UK’s social heart. And at the Après Padel Bar, the bottles barely hit the ice buckets before they were snapped up and sold out in just three hours.

“Our competitors’ marketing feels sterile. We’re bringing fun, energy, and something totally different,” said Andy, mid-toast, as DJs picked up the pace.

Every sip, every glass, every shared bottle over the weekend was more than a drink. It signalled that Après had landed and was already part of the social scene. You can see where the next Après moments are pouring by heading over to the Après Moments page.

What’s Next? More Moments, More Après

This was just the first pour. Après is already lining up its next stops across the UK, bringing Saint-Tropez energy to rooftops, terraces, and anywhere the music’s right. Expect sunset sessions, city terrace takeovers, and more glasses in the air as the après-anything movement rolls on.

Want in? The easiest way to make sure you’re at the next pour is by following the Après socials, where we’ll drop the latest events, stories, and places to sip. Or skip the queue and order a case direct for yourself or your business. It’s still the same wine that turned heads in Sandbanks, but now, it’s ready for your terrace, your boat, your après-anything moment.

Because once Après arrives, the only thing left to do is pour.