aix takes over paris

Some campaigns feel like a statement. This one is.

After rolling out across the sun-drenched streets of Aix-en-Provence, our new campaign — Enfin un aix qu'on aime revoir— has made its way to the capital. And it arrived with intention. Arc de Triomphe, Opéra Garnier, Avenue Montaigne — three of the most storied addresses in France, now carrying the AIX name. Over 200 locations across Paris, carefully chosen, impossible to miss.

But the image that perhaps captures it best is simpler than any grand monument. A 2CV — that most Parisian of vehicles — driving past the Eiffel Tower, an AIX poster in the foreground. Effortless. Iconic. Unmistakably French.

There is something different about seeing your brand woven into the open streets of Paris. Not a curated tasting, not a private event behind closed doors — the city itself, its most iconic backdrops, its everyday rhythm, and AIX as part of it all. It is a different kind of presence. A more honest one, in many ways.

France is our homeland. Provence is where AIX was born, where the grapes grow, where the light falls a certain way in the late afternoon and finds its way into every bottle. But Paris is where France speaks loudest to the world. And when you are ready to say something clearly, Paris is where you say it.

This campaign says it clearly. AIX belongs here. In the grand avenues and the narrow side streets. In the brasserie and the rooftop bar. In the hands of someone who knows what they are looking for, and in the hands of someone discovering it for the very first time.

Enfin un aix qu'on aime revoir. A play on words that carries real weight — because AIX is not just a place. It is a feeling. One worth returning to, again and again.

A proud moment for the entire team. A meaningful milestone for the brand. And exactly the kind of statement we have been building towards.