An American influencer said in 2025 to a CIVP delegation on the loose: « En Provence, vous êtes la Beyoncé des rosés ! » The meaning of the formula was amusing. From now on, the British will also be able to describe the terroir as « Queen des rosés ». Indeed, for several days, the legendary group of Bohemian Rhapsody, We will rock you et Don’t stop me now a dévoilé sa propre cuvée de rosé côtes-de-provence, élaborée dans le Var.
A new chapter in the rich history of celebrities linked to Var viticulture. Stories meetings and passion around an exceptional productworld leader, representing an image of luxury and authenticity. Stories too, without naivety, economic investment and marketing moves. The phenomenon, which has accelerated over the past fifteen years, still allows us to measure the attractiveness of the sector.
De Mistinguett à George Clooney
Before Queen, many national and international celebrities (from cinema, music, sport, politics or the business world) were involved, on different scales, in Var wine. One of the most emblematic precursors was, a century ago, Mistinguett, whose name the estate still bears in Bormes.
We of course think of the “Hollywood trio” of Provence Verte, Brad Pitt à Correns, George Lucas âteauvert, et George Clooney à Brignoles.
Kylie Minogue came to the Sainte-Roseline estate, in Les Arcs, in 2021, to create her rosé cuvée.
Photo Christian Vermaak / DR
Without necessarily investing in the vineyard itself, several international personalities have taken part in “collaborations” in recent years with several important wine estates in the Var. This is how la popstar Kylie Minogue (with Sainte-Roseline, in Les Arcs), the rapper Post Malone (with the group MDCV – Château de Berne), Bethenny Frankel, little known in France but businesswoman television star in the United States (with Château Roubine, de Lorgues) were entitled to their vintages.
The NBA star basketball player Chris Paul for its part, joined forces in 2022 with entrepreneur Donae Burston to develop the brand “La Fête du Rosé”, a Côtes-de-Provence produced by the Saint-Maur (Cogolin) team.
Nicolas Sarkozy and Carla Bruni in Brue-Auriac
In Brue-Auriac, Carla Bruni and Nicolas Sarkozy, alongside businessman Stéphane Courbit in particular, are partners in the purchase, in 2023, of the Cantarelle estate, in Brue-Auriac, the largest in the Coteaux Varois appellation in Provence with 178 hectares planted. Part of the Var production is intended for the production of Rosebloodflagship rosé cuvée from Estoublon (prestigious estate in Bouches-du-Rhône, another property of the partners) on the markets, particularly internationally.
As a “colleague winegrower”, Nicolas Sarkozy hosted a conference in 2025 in Les Arcs, in the premises of the CIVP (interprofessional council of Provence wines).
Photo CIVP / DR
Since 2022, the entrepreneur Michel Reybier (founder of Aoste, Cochonou, Bâton de berger… among the greatest French fortunes) has enlisted the services of a shock teammate in the person of Tony Parkersuperstar of French basketball and the NBA, to preside over the destiny of the 60 hectares of vines (and 500 olive trees) of Château La Mascaronne, in Le Luc. Where the businessman also owns Château Lauzade.
Laurent Gerra and Carcès, an old story of friendship
The arrival of Laurent Gerra, a young comedian full of promise, in the vineyards of Provence is above all that of a friendly meeting. Thus, one summer evening in 1992, while he participated in the unmissable and popular summer tour Var-morninghe, having housing difficulties, was welcomed by the mayor of Carcès, Jean-Louis Aléna. The two men sympathized to the point of creating deep bonds of friendship.
Laurent Gerra, here in 2013, came to taste the product of his Var lands during a dinner at the Château Sainte-Croix in Carcès.
Photo Guillaume Venel
This link has since manifested itself in several ways, in the village, until “Acquisition d’environ 5 hectares of vines in Provence”according to the Château Sainte-Croix website. But “With a career as flourishing as his, it is difficult for the imitator to devote as much time as he would like to his vines… The rental contract that unites us therefore allows the Sainte-Croix estate to take care of the actor’s vines.”. Today, “the production of Laurent Gerra rosé wine represents approximately 15,000 bottles per yearâ€.
Grand patronsÂ: Bolloré, Arnault, Mille, Dyson…
Precisely, in the department of big bosses, the Var vineyard also demonstrates an almost insolent attractiveness. Bernard Arnault’s LVMH group has acquired prestigious estates in recent years: Château d’Esclans and Jas d’Esclans (La Motte), Château Galoupet (La Londe-les-Maures) and Château Minuty (Gassin).
Vincent Bolloré by son côté has already held the estate of La Croix and that of Bastide Blanche, in La Croix-Valmer, for a quarter of a century.
The famous watchmaker Richard Mille, a native of Draguignan, acquired a wine estate in La Motte in 2023.
Photo DR
In Villecroze, the former boss of the TNS-Sofres polling institute has owned Château Thuerry since 1997. Yann Pineau, boss of the Itancia telephone group, bought the Escarelle estate, in La Celle. Co-founder of the brand very luxury watches that bear his name, Richard Millealso very invested in motor sports, moved closer to his hometown, Draguignan, by acquiring Château Rêva in La Motte at the beginning of 2020. British inventor and industrialist James Dyson (whose vacuum cleaners, in particular, are known throughout the world) is established in the Rabelles area (Villecroze).
