Q&A: Maison Saint Aix founder, Eric Kurver

What is the ethos of AIX Rosé?

"We aim to bring people together to share stories over a glass and build memories. AIX has one wine, one colour, one brand - but it comes in sizes for all possible occasions. Large bottles are for sharing. When you pour someone a glass, a bond, a story, a friendship is created. Wine and music have a connecting effect, just like a good meal. They reveal their full glory when surrounded by the right company."

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How much does music play into the vision for AIX?

"Music is the perfect way to create a certain atmosphere, a certain mood - just like wine can do. The right sound can make or break an evening. Music has the power to evoke memories, just as smells or tastes can. Sound, smell, or taste can transport you to a sunny holiday, a specific party with friends, or a magical memory from long ago."

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How much does music augment the wine drinking experience?

"The taste of wine is determined by all the senses we use. Tests have shown that people who drink wine in a yellow room experience more acidity because they associate the colour with lemons. Drinking wine while listening to loud music results in a perception of more robust flavours and more tannins, while the opposite occurs when drinking wine with softer, elegant music. This proves that the right choice of music can significantly influence people and take them on a specific journey. The search for the right tracks with Playlister was a fascinating process, one of the most interesting we have done so far. We hope to take you further into our story and journey through these playlists. Hopefully, this is just the start of many playlists still to come. Enjoy the listen!"

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