Gert Verhulst, the Flemish media figure and co-founder of Studio 100, recently surprised fans by launching a rosé wine together with his family. The wine – born from their love of southern France – was introduced in their reality series De Verhulstjes and is now available to the public.
But what if you're thinking: "That sounds amazing – I want that too!"
Good news: it’s absolutely possible. Below, we’ll walk you through how you – just like Gert – can bring your own wine to market.
Who is Gert Verhulst?
Gert Verhulst is a well-known Belgian television presenter, actor, singer, and entrepreneur. He rose to fame with Samson & Gert, but behind the scenes, he built Studio 100 into a multimedia company with international reach. In recent years, he's also ventured into hospitality, real estate – and now, wine.
What makes the Verhulst family's wine special?
The rosé wine created by the Verhulst family is light, elegant, and perfectly suited for warm summer evenings in Saint-Tropez, where they own a second home. The wine comes from a local vineyard in southern France and features a chic label designed by Belgian agency Ayano – capturing their lifestyle and personal brand.
Launching your own wine: here's how to do it
Making wine is one thing. Bringing a wine to market takes a mix of passion, strategy, production knowledge, and business sense. Here's a clear roadmap:
1. Choose your approach: produce it yourself or go private label
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Become a winemaker: Buy or lease a vineyard and produce your own wine. Expensive and time-consuming.
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Private label wine: Partner with an existing winery that bottles wine according to your taste and brand. This is what many entrepreneurs do – including celebrities and chefs.
2. Taste, choose & develop
Together with a winemaker:
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Taste existing blends or create your own.
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Choose the type of wine (rosé, red, white, sparkling).
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Decide on grape varieties, alcohol content, and flavor profile.
3. Design your branding
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Choose a brand name and create a label that stands out and fits your audience.
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Think about the vibe you want to communicate: luxurious, accessible, sustainable, playful?
4. Register your brand & take care of admin
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Register your brand name (via BOIP in the Benelux).
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Set up a business entity.
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Obtain a VAT number and check import/export rules if your wine is produced abroad.
5. Bottling and logistics
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Your wine producer usually handles bottling.
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Arrange transportation to your warehouse or fulfillment partner.
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Pay attention to excise duties, labeling regulations, and shelf life.
6. Choose your sales strategy
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Will you sell online (your own webshop), through fine food shops, restaurants, or wine retailers?
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Consider small batches to create a sense of exclusivity.
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Organize tastings or collaborate with influencers to spread the word.
7. Marketing and storytelling
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What makes your wine unique?
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Share your story through social media, video, and your website.
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Use imagery, atmosphere, and personal storytelling – just like Gert does in De Verhulstjes.
Conclusion
Gert Verhulst proves you don’t have to be a professional sommelier to launch a successful wine brand. With a clear vision, a good network, and the courage to start, you can create your own label – whether it’s for fun, a limited client gift, or a serious business venture.
So… dreaming of your own wine label with your name on the bottle? Start tasting, planning, and talking to the right partners. Who knows – your bottle might soon be on tables in Saint-Tropez… or at your friends' dinner parties.
