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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:
- Vaucluse
- Bouches-du-Rhône
- Alpes-de-Haute-Provence
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,
Author Archives: BB Kuett
Michelin Guide 2013: Two New Stars Rise in the Vaucluse – La Closerie in Ansouis and the Restaurant Prévôt in Cavaillon
There is pleasure in the predictable. When Michelin announced that first-time one stars were being awarded to the Restaurant Prévôt in Cavaillon and La Closerie in Ansouis in the Luberon, their gratified clients were hardly astonished as these establishments have … Continue reading
Lacoste: The Phantom Bank in the Novel “At Last” by Edward St. Aubyn; Cash, Gas and Bread in the Luberon
Lacoste: No banks here In “At Last,” the British novelist Edward St Aubyn winds down in acrid ironic prose drenched with dark humor the lacerating saga of Patrick Melrose, born into the high tone world of the upper crust and … Continue reading
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
La Gramière: Ebullient American Winemakers Amy and Matt ‘dans les vignes’ in the Gard Provencal; 2009 La Gramière Offered at Garagiste Dot Com
At first glance, the cheery blog of the winery La Gramière in the Gard Provencal evokes an immense pleasure in everything winemaking. Americans Amy Lillard and Matt Kling are telling the story of life among the vines. They’re lov’n it, … Continue reading
Ménerbes: Wait Goes on for Buyer of Iconic Café Owned by New York Food Maven Eli Zabar, and for Pedestrians
November 15 marks the beginning of the winter season in the Luberon when numerous hotels, restaurants and cafés close, opening up in mid-March or early April. In Ménerbes, its principal café has been shuttered for nearly three years. Once a … Continue reading
Changing Colors of Rose: Provence Wine Council (CIVP) Femininizes a Brand Image. The Lipstick Factor?
Rosé is the carefree wine that you are preconditioned to order and enjoy as the typical Provencal aperitif. At first sip, everyone approves of whatever rosé is poured into his or her glass. This is a nearly universal phenomenon: a … Continue reading
Philippe Cambie: Southern Rhone Guru, Uber Vignernon and Rugby Fan, Cracks the U.S. Wine Market
This last April those who revel in Châteauneuf du Pape put down $275 a pop for a mega tasting at the Paso Robles Inn where they were on the receiving end of animated commentary by one of the rare virtuosos … Continue reading
Provence Wine School “Auberge du Vin”: WSET Level Course Nov 21-25 with Room Discount; Spring 2013 Schedule Set
Consider the proposition from the Auberge du Vin, a wine school and bed & breakfast in Mazan, 16 miles northeast of Avignon with a splendid view of Mont Ventoux across an ocean of vineyards: Combine a visit to the Vaucluse … Continue reading