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LVMH<\/strong>, this giant that never stops growing. Mo\u00ebt-Hennessy<\/strong>, the wine and spirits branch of the group headed by Bernard Arnault<\/strong>, announced in a press release on Wednesday 15 February the purchase of the Minuty estate<\/strong>. This producer and exporter of ros\u00e9 wines is one of the 18 classified growths of the C\u00f4tes de Provence, with nearly 9 million<\/strong> bottles sold each year, of which more than 50% are sold internationally.<\/p>\n <\/p>\n Ch\u00e2teau Minuty is located in Gassin<\/strong> on the Saint-Tropez peninsula. Owned by the Matton-Farnet family, the estate experienced considerable growth in the 1960s before expanding in France and internationally thanks to the brothers Jean-Etienne and Fran\u00e7ois Matton. Thanks to effective marketing and a broadening of its range of wines, it has seen an annual increase in turnover of 10 to 15% over the last fifteen years.<\/strong><\/p>\n <\/p>\n The two parties did not disclose the amount of the sale. During the Wine Paris<\/strong> trade show, which brings together most of the major Proven\u00e7al estates and which ended on February 15, rumors were circulating. Some market players mentioned a range of 300 to 400 million euros.<\/strong><\/p>\n <\/p>\n <\/p>\n LVMH’s Wines and Spirits subsidiary continues to expand. With Minuty, the group, already very present in the ros\u00e9<\/strong>, would have made a good deal. “Fran\u00e7ois and I wanted a family succession, but we felt that it would be complicated. It is a large family”,<\/em> explained Jean-Etienne Matton.<\/strong><\/p>\n <\/p>\n This expansion is part of a global strategy in the ros\u00e9 segment.<\/strong> In 2019, Mo\u00ebt Hennessy got its hands on Ch\u00e2teau d’Esclans<\/strong>, buying 50% of Alix AM’s shares, as well as 5% of Sacha Lichine’s stake. This acquisition was followed by the purchase of Ch\u00e2teau Galoupet<\/strong>, located in La Londe-les-Maures (Var), in the same year. The estate has 69 hectares of quality vineyards. Last summer, Ch\u00e2teau Galoupet launched two new cuv\u00e9es: a high-end cuv\u00e9e and an innovative cuv\u00e9e presented in a recycled plastic bottle.<\/p>\n <\/p>\n With Esclans<\/strong> and Minuty<\/strong>, Mo\u00ebt Hennessy will now market nearly 25 million bottles of ros\u00e9 each year<\/strong>. This represents real firepower to strengthen the product’s presence in various markets, particularly in the United States, the most promising market, as well as in Asia and Latin America.<\/p>\n <\/p>\n <\/p>\n It has become commonplace to compare Provence<\/strong> to Champagne<\/strong> in terms of wine strategy. The product’s brand label is paramount and is a popular choice for luxury consumers around the world, mostly in a festive setting.<\/strong><\/p>\n <\/p>\n And operations are multiplying in the region.<\/strong> A few weeks ago, the Pernod Ricard<\/strong> group announced that it had taken a majority stake in Ch\u00e2teau Sainte-Marguerite in La-Londe-Les-Maures. Similarly, entrepreneur St\u00e9phane Courbit<\/strong> has acquired Ch\u00e2teau Beaulieu, near Aix-en-Provence, and the Cantarelle estate in the Var. And big names and ambitious entrepreneurs are positioning themselves in the region, including former Medef boss Pierre Gattaz, the Wertheimer family, George Clooney and Ridley Scott.<\/strong><\/p>\n <\/p>\n Read also >Donation of a painting by Caillebotte : what benefit for LVMH ?<\/a><\/p>\nStrategic purchase<\/h2>\n
An attractive region<\/h2>\n