<\/p>\n
Yet, while there are plenty of local success stories, it’s the growing emergence of large conglomerates that is causing a stir in this field. Leading the way is Mo\u00ebt Hennessy<\/strong>, the LVMH<\/strong> subsidiary in charge of wine and spirits businesses, which has long taken a keen interest in the region.<\/p>\n <\/p>\n <\/p>\n The first step in this silent conquest is Ch\u00e2teau Galoupet<\/strong>. This estate joined Bernard Arnault’s<\/strong> empire in July 2019<\/strong>. This property on the Var coast, given by a maharajah to his wife in 1973, was not one of Provence’s 18 most prestigious crus class\u00e9s. A few months later, the acquisition of a 55%<\/strong> stake in Ch\u00e2teau d’Esclans<\/strong> confirmed the luxury group’s ambition to become a dominant, if not leading, player in the sector, particularly on the international market where it excels.<\/p>\n<\/div>\n <\/p>\n <\/p>\n Sacha Lichine<\/strong>, an emblematic figure in the world of wine, sold his family’s Margaux cru class\u00e9, Prieur\u00e9-Lichine<\/strong>, in 2005<\/strong> to settle in the Var hinterland. From the outset, this visionary proclaimed that “ros\u00e9 must become a luxury product” and successfully launched the most expensive bottle of its kind, the Garus<\/strong>, sold for 100 euros. The Franco-American giant has enjoyed phenomenal success, propelling the C\u00f4tes-de-Provence, and in particular its Whispering Angels<\/strong> cuv\u00e9e, to the forefront of the American market.<\/p>\n <\/p>\n <\/p>\n In this fast-growing market, LVMH’s directors are convinced that they can do with Provence ros\u00e9 what they achieved so many years ago with the Champagne houses. Their aim is to establish the Provence region as a global benchmark, as they have done for Champagne, thus creating a beneficial ripple effect for all players in the sector. Mo\u00ebt Hennessy president Philippe Schaus<\/strong> enthusiastically declares: “Provence should be to ros\u00e9 what Champagne is to sparkling wines. We’re going to make Provence ros\u00e9, with Esclans and Minuty (totaling 25 million bottles), a first-rate product.”<\/em><\/p>\n<\/div>\n <\/p>\n <\/p>\n LVMH took over the reins of Minuty<\/strong> at the start of 2023<\/a>, acquiring a majority stake from the Matton<\/strong> family, Provence’s largest ros\u00e9 merchant (9 million bottles a year). The luxury group thus secures its supplies (the estate has 151 hectares of vines), while benefiting from the best distribution network in the sector. Minuty also owns a bottling plant and plans to open a winery in the near future. The intrinsic reputation of the Minuty brand, a C\u00f4tes de Provence grand cru class\u00e9 since 1955, located near Saint-Tropez,<\/strong> can also serve as a flagship product within LVMH’s ros\u00e9 wine range.<\/p>\n <\/p>\n The news of this alliance is seen as a godsend for the entire industry. It can only encourage all the estates (Domaines Ott, Miraval, Peyrassol, Ch\u00e2teau Thuerry, Sainte Roseline, etc.)<\/strong> to step up their exports, particularly to Asia, the Middle East and the United States, where demand for ros\u00e9 continues to grow. Twenty years ago, ros\u00e9 accounted for just 1%<\/strong> of wine sales worldwide, compared with 10%<\/strong> today. Wine and champagne sales currently account for just 4%<\/strong> of LVMH’s total sales of 79.2 billion euros.<\/strong><\/p>\n <\/p>\n <\/p>\n Bernard Arnault isn’t the only one to be captivated by the charm of ros\u00e9. The 2019 purchase of Ch\u00e2teau d’Estoublon<\/strong> in the Alpilles by wealthy entrepreneur St\u00e9phane Courbit<\/strong> confirms this trend, as do investments by Vincent Bollor\u00e9<\/strong> (owner of Domaine de La Croix in La Croix-Valmer and Bastide Blanche in Ramatuelle), Richard Mille<\/strong> (owner of Ch\u00e2teau R\u00eava in La Motte), Roederer champagnes<\/strong>, which have acquired shares in the Ott estates (Ch\u00e2teau Romassan, Ch\u00e2teau de Selle and Clos Mireille), and even Chanel<\/strong>, which joined the dance in 2019 by purchasing the Domaine de l’\u00cele, in Porquerolles.<\/p>\n <\/p>\n Undoubtedly, celebrity marketing is also causing a stir in Provence. In addition to the celebrities already mentioned, there’s also Brad Pitt<\/strong> (owner of Miraval)<\/a>, Tony Parker<\/strong> (owner of La Mascaronne), George Lucas<\/strong> (owner of Marg\u00fci), George Clooney<\/strong> (owner of Canadel), Ridley Scott<\/strong> (owner of Mas des Infermi\u00e8res), Patrick Bruel<\/strong> (owner of Domaine Leos), Kylie Minogue<\/strong> (owner of Sainte-Roseline), and many more.<\/p>\n <\/p>\n <\/p>\nAcquisition of estates<\/h2>\n
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/ok-cover-1-2000x1100-1-1024x563.jpeg\")
<\/p>\n<\/div>\nThe Minuty case<\/h2>\n
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/08\/m-minuty-rose-2_1445x-1024x1024.jpg\")
<\/p>\n<\/div>\nCelebrities get involved<\/h2>\n