From chef to changemaker, Bradley Mitton has carved a niche in the French Riviera, introducing the charm of New World wines to Europe's elite dining scenes. Discover how a passion for simplicity in winemaking is transforming palates across the Côte d’Azur and Monaco.
Nestled among the world-class eateries and exclusive hotels of the French Riviera, a singular figure stands out for reshaping the wine lists from Provence to Monaco with a splash of New World innovation. Bradley Mitton, the dynamic founder of Mitton International Wines and Club Vivanova, has turned his culinary and business acumen into a pioneering force in wine distribution.
Starting as a humble kitchen porter in Australia, Mitton’s career trajectory soared rapidly, taking him across Asia from Hong Kong to the Philippines, where his flair for gastronomy saw him ascend from chef to restaurateur, and eventually to wine visionary. "I was always moving, always learning," Mitton reflects on his whirlwind beginnings. "It’s a relentless pursuit, but when you love what you do, it’s exhilarating."
His segue into the wine world was sparked by a stint in Seoul, where he devised wine promotional events that bridged winemakers with connoisseurs. "The energy was infectious, and the potential for New World wines in a market saturated with traditional labels was undeniable," he notes. This revelation followed him to Berlin, where, disillusioned with corporate constraints, he launched his venture from a modest home office, despite formidable challenges. "Our first office was our family bedroom. We started with minimal stock and an old Ford Fiesta for deliveries. It was a gamble, but belief in the product drove us.”
Mitton’s strategy focused on simplicity and authenticity, opting for family-run vineyards over commercial giants. "We seek wines that represent their terroir without pretension. Our clients aren’t just buying a drink; they’re buying a story, a taste of the vineyard itself," he explains. This philosophy has endeared him to top sommeliers and discerning diners alike, favouring wines that are both accessible and exceptional.
His portfolio is a curated collection of straightforward varietals like Chardonnay, Shiraz, and Malbec, which resonate well with both novices and aficionados. "People appreciate clarity. They want to enjoy their wine, not be overwhelmed by it," Mitton says, reflecting on the complexity often associated with European vintages.
Despite the competitive landscape, Mitton International Wines maintains a lean operation, enhancing affordability and exclusivity by managing direct shipments from vineyard to venue. "We’re meticulous about logistics. Every bottle we deliver is a promise of quality and exclusivity," Mitton asserts. This direct-to-client model has cemented partnerships with luxury hotels and Michelin-starred restaurants, securing a loyal clientele that values the unique offerings his company provides.
Looking ahead, Mitton is excited about the future, particularly with the expansion of Club Vivanova, his wine club that blends networking with fine dining. "Our events are more than just tastings; they’re gatherings of minds, palates, and passions. It’s about creating an experience," he enthuses. With a calendar packed with exclusive events and the annual gala in Monaco, Mitton's influence continues to grow.
For newcomers to New World wines, Mitton offers this advice: "Start with cool-climate wines. They’re elegant, nuanced, and approachable—a perfect introduction to what the New World has to offer."
Bradley Mitton’s journey from kitchen to cellar illustrates a life poured into passion, proof that with vision and perseverance, the world really can be your oyster—or in his case, your vineyard.