What Ultimate Provence does

Ultimate Provence is a boutique 4-star hotel and organic wine estate located at 7270 Route du Luc, La Garde-Freinet, in the Var department of Provence, France. The estate spans 46 hectares of AOP Côtes de Provence certified-organic vineyard within the Plaine des Maures, France's largest nature reserve (Natura 2000), producing rosé, white (100% Rolle), and red (Syrah/Cabernet Sauvignon) cuvées. Ultimate Provence operates as one of four properties within the MDCV Group (Maison des Châteaux et des Vignobles), which manages 350 hectares of organic vineyards across Château de Berne, Château des Bertrands, Château Saint-Roux, and Ultimate Provence, employing 250 staff in total. The legal entity is SAS Domaines de Provence, registered in Flayosc. The estate's hospitality footprint comprises 34 hotel rooms (Classic, Superior, Superior Terrace, Family), 18 extended-stay studios and apartments, the Ultimate gourmet restaurant, a rooftop and pool bar, a Yon-Ka spa, and seven configurable event venues with capacity from 30 to 500 persons. The property is designed by Monegasque architects Humbert & Poyet and is a member of the Small Luxury Hotels (SLH) network.

The company's revenue is generated across six streams: hotel accommodation, food and beverage (restaurant and pool dining), wine production and sales, spa and wellness, private events and celebrations (weddings up to 350 cocktail guests, corporate seminars for 10–60 persons, team-building), and wine tourism experiences (vineyard tours, cellar tastings, food-wine pairings). Wine reaches customers through three channels: direct-to-consumer e-commerce at ultimateprovence-vin.com, the 'Ultimate Provence Voyage' B2B wholesale program placing wines at premium European venues (Nikki Beach Saint-Tropez, La Folie Douce Chamonix, Bagatelle, Jacky'O Mykonos, Izakaya Ibiza, Casanis Beach Marbella), and on-premise consumption at the estate. Distinctive elements include the label-free bottle design upcycled through a Q de Bouteilles partnership into candles, photophores, glasses, and vases, supporting a circular-economy brand narrative.

The go-to-market is direct-to-consumer, with the estate website as the primary booking and information hub, supplemented by the SLH booking platform for global distribution and secure-hotel-booking.com. A dedicated commercial department handles MICE and wedding inquiries via phone and direct email ([email protected]). Pricing is opaque (no published ADR on the website), with residential seminar packages, wedding catering, and corporate rates negotiated via the sales team. The targeted customer segments are wedding couples and families, corporate/MICE clients, wine tourists and gastronomes, and luxury leisure travelers seeking Provence-based nature-immersive retreats.

Name

Ultimate Provence

Legal name

SAS Domaines de Provence

Website

https://ultimateprovence.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Luxury Hospitality & Winery

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Drinking Places (Alcoholic Beverages) (722410), Wineries (312130)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Hotels & Motels (7011)

akta.pro primary industry

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Special Occasion & Destination Restaurants (THAFACAK)

Keywords

• Luxury boutique hotel
• Organic wine production
• Wine tourism experiences
• Private event venues
• Provençal gastronomy

Headquarters

HQ city

La Garde-Freinet

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Hotel Accommodation: 34 rooms across multiple categories (Classic, Superior, Superior Terrace, Family Rooms) plus studios and 1-2 bedroom apartments. Room sizes range from 19-40 m². Revenue from overnight stays and hotel services.
2. Food & Beverage: Ultimate Restaurant (bistronomic Provençal cuisine), rooftop dining, pool bar, and catering for events. Restaurant open daily 12:00-14:00 and 19:00-21:30. Pool service 10:00-18:00/20:00. Breakfast 7:30-10:00.
3. Wine Production & Sales: 46 hectares of AOP Côtes de Provence organic vineyards producing rosé, white (100% Rolle), and red wines (Syrah/Cabernet Sauvignon). Direct sales via ultimateprovence-vin.com. Distribution to partner venues including Nikki Beach, La Folie Douce, Bagatelle.
4. Spa & Wellness: Full-service wellness center featuring Yon-Ka products (French brand, 92%+ natural formulations since 1954). Services include massages, aesthetic treatments, manicure/pedicure, outdoor yoga, and fitness room. Open Sunday-Thursday 10:00-18:00, Friday-Saturday 9:00-19:00. Fitness open daily 8:30-21:00.
5. Events & Celebrations: Private event hosting including weddings (up to 350 cocktail/200 banquet on rooftop), corporate seminars (2 meeting rooms, 10-34 persons), team-building activities, and receptions. Multiple venue options: Salle des Cuves (275m², 120 persons), Rooftop (503m², 350 persons), Library (60m², 30 persons), Place des Lys (627m², 500 persons).
6. Wine Tourism Experiences: Guided vineyard and cellar tours, wine tasting sessions (15-minute tastings, full tasting experiences), and the 'Cépage en mouvement' tour (1h30). Activities include blind olfactory tests, vineyard walks, and food-wine pairing experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Ultimate Provence operates a 4-star boutique hotel with 34 rooms and 18 apartments on a 46-hectare organic AOP Côtes de Provence vineyard estate in La Garde-Freinet, France. The property produces and sells rosé, white (100% Rolle), and red (Syrah/Cabernet Sauvignon) wines directly via its e-commerce site and through B2B venue partnerships. Ancillary services include a Provençal gourmet restaurant, rooftop dining, poolside bar, Yon-Ka spa and wellness center, versatile event venues (30-500 persons) for weddings and corporate seminars, and guided wine tourism experiences including vineyard tours and tastings.

Product overview

Ultimate Provence is a boutique 4-star hotel and winery estate located in the Var region of Provence, France, spanning 46 hectares of organic AOP Côtes de Provence vineyards. The property combines contemporary architecture by Humbert & Poyet with traditional Provençal winemaking. The product portfolio centers on three core pillars: (1) hospitality through 34 rooms and apartments, (2) wine production including Ultimate Provence Rosé, White, and Rouge cuvées, and (3) culinary offerings through Ultimate Restaurant and Pool dining. Supporting offerings include a Yon-Ka spa wellness center, diverse event spaces for private receptions and seminars (capacity 30-500), wedding services, and immersive wine tourism experiences including vineyard tours and tasting sessions. The property is part of the Small Luxury Hotels network and MDCV group, with additional revenue from the Q de Bouteilles upcycled bottle collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Accommodation 34-room 4-star boutique hotel plus 18 apartments (Classic, Superior, Superior Terrace, Family, Studios, 1-2 Bedroom Apartments) designed by Humbert & Poyet, located in the heart of a 46-hectare organic vineyard estate in La Garde-Freinet, Provence.
• Ultimate Restaurant Gourmet restaurant offering modern, convivial Provençal cuisine with seasonal products and a locavore approach, open for lunch and dinner daily to hotel guests and outside visitors.
• Ultimate Pool Poolside outdoor dining with light summer dishes made from seasonal Provençal produce, featuring a heated outdoor pool and bar service set among the vineyards.
• Wellness & Spa Center Full-service spa and wellness center offering Yon-Ka phyto-aromatic treatments (massages, aesthetic care, manicure/pedicure), outdoor yoga sessions, and a fitness room open daily 8:30-21:00.
• Private Event Spaces Versatile indoor and outdoor event venues including Tank Room (up to 120), Rooftop (up to 350 cocktail/200 banquet), Restaurant (up to 80), Patio, Place des Lys (up to 500), Library (up to 30), and Tasting Room (up to 40).
• Seminar & Corporate Events MICE event services including Seminar Syrah (up to 60 people) and Seminar Rolle (up to 50 people) rooms, plus team-building activities such as wine tasting, blind olfactory tests, VTT, padel, pétanque, and beach-volleyball, with custom package pricing.
• Wedding Services Complete wedding organization including venue rental, custom catering, and on-site coordination, with venues accommodating 30 to 350 cocktail/120 banquet guests across Tank Room, Rooftop, Library, and outdoor ceremony spaces.
• Wine Tourism Experiences Guided wine discovery activities including vineyard tours, tasting cellar experiences, and the 'Cépage en mouvement' 1h30 tour visiting the vat room, press, and vineyards with tasting of three wine colors, set in the heart of the 46-hectare organic AOP Côtes de Provence vineyard.
• Ultimate Provence Rosé Emblematic AOP Côtes de Provence rosé cuvée blending 30% Cinsault, 30% Grenache noir, 30% Syrah, and 10% Rolle, with pale color, coppery or silvery reflections, and fruit-floral-spice flavor profile, sold direct via ultimateprovence-vin.com.
• Ultimate Provence White 100% Rolle (Vermentino) AOP Côtes de Provence white wine revealing Menton lemon, floral notes, and white pepper, with golden-yellow color from maceration in press and careful grape selection.
• Ultimate Provence Rouge Red AOP Côtes de Provence blend of 80% Syrah and 20% Cabernet Sauvignon expressing plum, blackberry, and gray pepper spice, with partial barrel ageing for greater aromatic complexity.
• Ultimate Provence x Q de Bouteilles Collection Table art collection of candles, photophores, glasses, and vases made from recycled Ultimate Provence wine bottles through a collaboration with Q de Bouteilles (Victoire and Gauthier Decarne, Le Touquet-Paris Plage).

Quantifiable outcome

• Organic wine production from 46 hectares yielding approximately 1,610-1,840 hectoliters annually
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Q de BouteillescoreStrategic or Co-development PartnerCollaboration to transform Ultimate Provence wine bottles into decorative objects and table art. Founded by Victoire and Gauthier Decarne in Le Touquet-Paris Plage, Q de Bouteilles specializes in creating candles, photophores, glasses, and vases from recycled wine bottles. The partnership supports Ultimate Provence's sustainability values by giving bottles a second life as avant-garde design pieces, while maintaining the timeless aesthetic of the estate's distinctive label-free bottles.
• Yon-KacoreTechnology or IntegrationPrivileged partnership with French skincare brand Yon-Ka (established 1954) for the wellness center's treatments. Yon-Ka is a pioneer in phyto-aromatic personalized care, using formulations that are over 92% natural, developed and manufactured in France. Their Quintessence (lavender, geranium, rosemary, cypress, and thyme) signature treatment approach aligns with Ultimate Provence's premium positioning. The partnership provides exclusive spa treatments and product access.
• Château Saint-RouxminorChannel Partner/ Reseller/ DistributorLocal food supplier partnership for the restaurant. Château Saint-Roux, part of the MDCV Group, provides local agricultural products supporting the estate's commitment to local sourcing and the locavore approach in its Provençal cuisine.
• La Fromagerie de LorguesminorChannel Partner/ Reseller/ DistributorLocal cheese supplier partnership for the restaurant, providing artisanal cheeses from the Lorgues region to complement the estate's Provençal culinary offerings and support local producers.
• Small Luxury Hotels (SLH)coreChannel Partner/ Reseller/ DistributorExclusive membership in Small Luxury Hotels of the World network. SLH membership provides global marketing reach, booking platform access, and brand credibility as a recognized luxury hotel brand. Ultimate Provence is marketed alongside other SLH properties worldwide.
• MDCV Group (Châteaux de Provence)coreStrategic or Co-development PartnerUltimate Provence is one of four properties in the MDCV Group, which includes Château de Berne (Flayosc), Château des Bertrands, and Château Saint-Roux (Le Cannet-des-Maures). Together they manage 350 hectares of certified organic vineyards. The group provides operational synergies, shared marketing, wine production scale, and unified oenotourism concept development across properties.
• Humbert & PoyetcoreStrategic or Co-development PartnerMonégasque architectural duo responsible for Ultimate Provence's contemporary design. The architects challenged traditional vineyard codes to create an intimate, boldly styled space combining functional hospitality spaces with aesthetic appeal. Their work spans all property elements including rooms, restaurants, event spaces, and overall estate design.
• Nikki Beach Saint-TropezminorChannel Partner/ Reseller/ DistributorPart of the Ultimate Provence Voyage B2B wine distribution program, placing estate wines at premium beach club venue in Saint-Tropez for on-premise sales to luxury clientele.
• Bagatelle Saint-TropezminorChannel Partner/ Reseller/ DistributorPart of the Ultimate Provence Voyage program, distributing wines to Bagatelle restaurant and venue for luxury dining and events experience.
• La Folie Douce ChamonixminorChannel Partner/ Reseller/ DistributorPart of the Ultimate Provence Voyage program, distributing wines to La Folie Douce mountain resort for après-ski and dining experiences.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Domaine des Andéols: Luxury wine estate hotel in Provence offering rooms, gastronomy, spa, and event hosting — directly comparable boutique vineyard-resort experience.
• Le Domaine du Mas de Pierre: 5-star Relais & Châteaux resort on the French Riviera near Saint-Tropez with spa, gastronomy, and event hosting — directly comparable luxury Saint-Tropez hinterland experience.
• Château Saint-Roux: Another MDCV Group estate offering wine, gastronomy, and on-site hospitality in Provence; comparable integrated wine + accommodation model and shared supply chain.
• Hostellerie de l'Abbaye de La Celle: Boutique hotel and gastronomic restaurant in Provence with strong wine program (Château de La Celle); comparable luxury Provençal lodging and food-and-wine experience.
• Domaine de Fontenille: Provence wine estate with boutique hotel, gastronomic restaurant, vineyard tours and event spaces — a near-identical integrated hospitality + wine model to Ultimate Provence.
• Château la Coste: Provençal wine estate combining vineyard, boutique hotel, art center, and gastronomy; comparable premium positioning and multi-revenue estate model in Provence.
• Château d'Esclans: Leading Provence rosé producer (Whispering Angel) with estate hospitality and wine tourism at its core; highly comparable as a Provence wine estate brand with DTC and global distribution.
• La Coquillade Provence: 5-star luxury wine estate resort in Provence with vineyard, gastronomic restaurant, spa, and event venues; comparable integrated wine + boutique-hotel positioning.
• Château de Berne: Sister property within MDCV Group; another Provençal wine estate and boutique hotel with vineyard tours, F&B, and event hosting — directly comparable in operating model and group synergies.
• Domaine Ott: Iconic Provence rosé producer with estate visits and tasting rooms; comparable DTC and prestige distribution, though lighter on the hotel component.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ultimate-provence-vineyard

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ultimate Provence