Ultimate Provence opens new winery with hotel hosting electro-lounge brunches

Rosé wine label Ultimate Provence has opened the doors to its new 70-hectare wine estate and hotel, hoping to draw wealthy millennials in with live DJs, tastings and electro brunches.

Ultimate Provence, part of the recently formed Provence Rose Group, officially opened its new 70 hectare estate, hotel, and visitor centre on 30 May in La Garde Freinet, part of France’s Cote de Provence region, and is working with everyone from world-class chefs to international DJs to bring wealthy milennials through its doors.

As well as 46 hectares of vineyards, the estate features a 36-room hotel, and a 45-seat restaurant, “Atmos”, which serves a fusion of French fine dining with international influences – and also boasts an outdoor wine terrace and cocktail lounge.

The estate recruited Monaco-based interior design team Humbert & Poyet to bring the winery, restaurant and hotel to life and create a “refined urban atmosphere” within an hour’s drive from St Tropez, according to a spokesperson for Ultimate Provence.

Ultimate Provence’s striking flagship rosé bottles have secured listings at high-end venues such as New York City’s Mondrian Terrace. Most recently, UP supplied rosé wines for a high profile event at private members’ club Soho Farmhouse in Oxfordshire.

When it came to turning UP’s estate into a lucrative tourist destination, the challenge, UP said, was to create an “alternative experience of Provence, to transform a typical and authentic vineyard into a remarkable hotel, restaurant and wine-tasting destination, full of distinctive character and exhibiting a special kind of laid-back elegance.”

The winery is also teaming up with international artists to draw in a new clientele. DJs, live sets, and electro-lounge brunches are being scheduled for hotel guests throughout the summer, as well as cinema nights with films shown on a giant outdoor screen.

Kicking off the musical scene will be Mexican DJ duo “Zombies in Miami” on Saturday 15 June, followed by the first of a series of Sunday electro-lounge brunch sets – featuring Marseille based DJ “FKClub” – 11.30am to 3pm, starting on 16 June.

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