Madame F Joins Hallgarten and Novum Wines' Diverse Portfolio
Specialist wine importer, Hallgarten & Novum Wines, is further expanding its portfolio with the addition of Madame F’s ‘Brave Original Rosé’. An authentic, queer-owned drinks brand launched in 2022, Madame F is dedicated to the representation and visibility of the LGBTQ+ community, advocating for inclusivity, diversity, and creativity in the UK wine scene.
Their Provence-style rosé boasts lively strawberry and grenadine flavours and has gained recognition as a finalist in the People’s Choice Awards 2024. .png)
Madame F’s support of Queer Britain, home to the UK’s first and only national LGBTQ+ museum, has included the creation of the annual Madame F Queer Britain Art Award, which provides a platform for under-represented LGBTQ+ artists. The striking artwork featured on Madame F’s wine bottles (a glamorous frog named Susy) was created by the 2021 award winner, Justin Kemp.
Madame F’s ethos aligns with Hallgarten & Novum Wines’ own values, committed to driving innovation and change in the wine industry, Hallgarten has a dedicated ED&I (Equity, Diversity and Inclusion) team and its own Inclusivity in Wine Programme, offering free WSET education to people within the hospitality trade from diverse backgrounds.
Iain Muggoch, Founder of Madame F, commented: “Hallgarten’s commitment to building and supporting a diverse and inclusive workforce, as well as their influence in the wider wine industry, made them the best distributor for Madame F in the UK. Additionally, having known and worked closely with Coterie Holdings CEO, Michael Saunders, for over 25 years, made the decision even easier.”
Jim Wilson, Portfolio Director at Hallgarten & Novum Wines commented: “As Hallgarten Wines expands, it is important that we ensure the impact we have is a positive one. Madame F’s trailblazing approach and Iain Muggoch’s 35 years of experience in the wine industry, means we are very excited by this addition to our portfolio. Their passion and commitment to the LGBTQ+ community is second to none, and I am honoured to be working alongside them to help raise awareness and see more Brave Original Rosé on shelves in the coming years.”
