With the arrival of major players from the world of luxury, provence is following the champagne business model. Will it lose its soul?
For as long as the a provençal wine grower can remember, we have never seen anything like this before. With a transaction estimated at 400 to 450 million euros, the sale of Château Minuty to the LVMH luxury group was a big deal. These figures now rival those that have long prevailed in Bordeaux and Burgundy. Provence is undoubtedly changing its face. Until recently, it was the preferred destination of company directors who, having sold their businesses, were looking for a comfortable holiday destination surrounded by a bit of vineyard to make their own rosé. “Until 2018-2019, investors were not in the wine business,” confirms Florent Audibert, who manages the La Courtade vineyard,