Gert Verhulst, a well-known Belgian entrepreneur, is once again expanding his business empire with the launch of a new rosé wine called 'De Verhulstjes'-wijn, named after the family's reality series. This latest venture marks a significant step in Verhulst's diverse portfolio, which already includes a successful entertainment career and various business endeavors.
On April 25, 2025, the Verhulst family officially launched their rosé from their vacation home in Saint-Tropez, France. The event was a family affair, with Gert, his wife Ellen Callebout, and their children Viktor and Marie all involved in the project. "It’s not like we pressed the grapes ourselves," Gert humorously remarked in an interview with Het Laatste Nieuws. However, he emphasized that the family played an integral role in the wine-making process, collaborating with a local winegrower to ensure that the final product reflects their values of 'soul and taste'.
The partnership with Grégoire, the owner of Domaine Tropez, has been particularly special for the Verhulst family. Grégoire lives just below their holiday home and has been a long-time friend. Ellen shared that it was Grégoire who first suggested they collaborate on a wine project, saying, "Can’t we do something together?" This idea resonated with the family, leading to the creation of their own rosé.
In a nod to their fans, Gert made it clear that the rosé will be available in the Netherlands, ensuring it is affordable for their supporters. "I insisted that it had to be accessible for all our fans," he explained, showcasing his commitment to engaging with their audience beyond just entertainment.
As the Verhulst family dives into the wine business, Gert is also balancing his time with the highly anticipated comeback of the original K3, the beloved children’s music group. Due to overwhelming ticket sales for their reunion shows, Gert has announced additional performances, demonstrating his ability to juggle multiple successful ventures simultaneously.
Ellen, while supportive of Gert's entrepreneurial spirit, acknowledged his tendency to generate a plethora of ideas. "Gert has so many ideas, sometimes up to a hundred a year," she noted during an interview with Nina. She admitted that she doesn’t always jump on board immediately but recognizes that some ideas, like the wine project, fit perfectly with their family brand.
The launch of 'De Verhulstjes'-wijn not only signifies a new chapter for Gert and his family but also highlights their dedication to quality and community. By partnering with local producers, they not only support the regional economy but also infuse their product with the essence of Saint-Tropez, where they have created lasting memories.
As the family embarks on this new adventure, fans eagerly await the opportunity to taste the fruits of their labor. The Verhulst family's journey into the wine industry is not just about business; it's about creating a product that embodies their family spirit and shared experiences.
In a world where celebrity ventures often feel disconnected from their fans, the Verhulsts are making a concerted effort to keep their new wine project rooted in authenticity. By involving the entire family and collaborating with local artisans, they are setting a precedent for how personal branding can extend into new markets while still maintaining a genuine connection to their audience.
The launch event in Saint-Tropez was not just a business milestone; it was a celebration of family, friendship, and community. As Gert Verhulst continues to expand his empire, he remains grounded in the values that have made him a beloved figure in Belgium and beyond.
With 'De Verhulstjes'-wijn, the family hopes to share a piece of their life and love for wine with fans everywhere. As they look towards the future, one can only wonder what new ideas Gert will come up with next and how they will continue to engage their audience in innovative ways.
