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Provence wineries launch new venture to extend global reach

Published:  28 March, 2018

A new venture housing four Provence wineries has been launched in a bid increase sales and extend the global reach of their wines.

Châteaux & Vignobles d'exception has been established by Chateau de Berne, Chateau de Bertrands, Ultimate Provence and Saint Roux - all located in the Lorgues region of Provence, with two senior appointments made to oversee the company’s growth strategy.

Sebastien Latz, who joins from Med Europe where he was CEO, has been appointed as CEO to oversee the expansion of the group across domestic and export markets, while Anthony Carfantan, formerly head of sales for Nyetimber, has been brought onboard to drive international growth.

Boasting a combined €20 million turnover in 2017 - a 20% increase on 2016 (internal data), Carfantan said the new venture had long-term growth plans and was on track to “significantly increase sales”. A total of 15% of production was currently being exported, primarily to the UK and US, he added.

“We are investing heavily in each winery to meet the increase in consumer demand and aim to make Châteaux & Vignobles d'exception the number one reference for Provencal Rosé, driven by the collective clout of four distinctive vineyards,” he said.

The group has a clearly defined segmentation strategy and each winery will have its own brand identity, a key element to supporting long-term growth and to drive awareness in both the on and off-trade,” he added.

“We have planted an additional 90 hectares of vines in the last two years, 50 hectares at Chateau de Berne and a further 40 hectares across the remaining four estates,” he said.

Sustainable growth was of key importance, he added, with each of the wineries following sustainable viticulture, and the boutique St Roux winery certified organic.

The flagship of Châteaux et Vignobles d'exception is Chateau de Berne, which features a 5 star Relais & Chateau Hotel with 27 bedrooms, a Spa and a cookery school, while Chateau de Bertrands has nature at the heart of its offering – it is home to an equestrian centre and sits next to the largest nature reserve in Provence. This is complemented by the vineyard of St Roux, also an organic farm and restaurant.

Urban Provence, located just outside St Tropez, is an authentic, premium Provence brand aimed at millennials and positioned as the ‘go to’ lifestyle rosé brand. The estate features a rooftop bar, a small hotel, bistro restaurant and an amphitheatre.