ADOPT – DONATE
PROVENCE: GEOGRAPHY MATTERS
“Provence” has more efficacy as a "brand" than as a place. One rarely if ever hears any residents of the Vaucluse say that they live in "Provence." The word is heard frequently in its adjectival form: provençal.
As geography, the term "Provence" suffers abuse. The French consider contemporary 'Provence' to take in three administrative department:
Confusion pops up due to the administrative region PACA: Provence-Alpes-Côte d'Azur.
When "Provence" is employed for the department of the Var (Toulon, St, Tropez) or the department of the Alpes-Maritime (Côte d'Azur) or even the five departments of the Languedoc-Roussillon, it is the "brand" asserting itself.
This is a regional distinction that Peter Mayle buys into 100% in his book Provence A-Z. In fact, if Mayle had been 'geographically-correct,' his iconic best seller would have been titled "A Year in the Luberon."
The Luberon and the Comtat Venaissin, referred to as the “Comtat,” are the two large regions within the Vaulcuse,
Tag Archives: Philippe Gimel
Saint Jean du Barroux: Philippe Gimel Created a Cult Brand, the Hottest Bottles in the Ventoux and Wine Fans Worldwide. How So? What Next?
From a marketing perspective, it has been a perfect campaign. When Philippe Gimel purchased the winery that he came to brand Saint Jean du Barroux (SJB), he got on with the task of reinvigorating a vineyard mostly on his own, … Continue reading
Posted in Wine Tagged Philippe Gimel, Wine Leave a comment