Come For The Rosé, Stay For The Proprietary Gin At This Luxe Provençal Hotel

Forbes

17-07-2025

Coquillade Provence
First opened in 2008 in the Luberon region of southeastern France, Coquillade Provence has long embodied the quintessential scenes of the destination. Sprawling lavender fields, vineyards growing grapes for the region's famed rosé and ensuite plunge pools to enjoy the plentiful sunny days.
Still, after a property-wide renovation in 2021, Matthieu Nectoux, food and beverage manager for Coquillade Provence, noticed the local spirits scene felt 'somewhat limited' especially as it pertained to their bar offerings (despite offering their estate wines). 'Our goal was to become a local reference with one of the most refined selections, featuring both rare and exceptional bottles,' shared Nectoux.
This undertaking led Nectoux to seek a proprietary partnership with a local producer, of which they discovered Agora, a distillery in Carpentras, and Théo Gabriel. Originally a beer brewer, whose creations Coquillade Provence features exclusively on their menus, Nectoux said it was a natural fit 'not only for the exceptional quality of their products and expertise, but also due to a personal connection—we are both trained sommeliers,' he said.
The duo teamed up to create a customary gin for Coquillade Provence, using the region's Pyrenean spring water and hops from the Drôme at the distillery's Mont Ventoux locale (an area rich in botanicals like citrus and cedar). 'The gin captures a true sense of place,' said Nectoux of the 'sun-kissed' Coquillade Gin that features seven local aromatic herbs. 'The first blend was perfect—no adjustments were needed.'
Below, Nectoux shared more about the connection between gin and Coquillade Provence's guests as well as the nuances that make their gin so unique to their property.
Coquillade Gin is the hotel's proprietary spirit. Coquillade Provence
Jillian Dara: What about the gin is most unique to the hotel brand and the Provence property?
Matthieu Nectoux: It's a family story—ours and theirs—linked by Mont Ventoux. The mountain, beloved by cyclists and dear to our late founder Andy Rihs, is a powerful symbol that connects the gin to the spirit of our hotel.
JD: What is the most unique botanical used? What does it add to the gin?
MN: Cedar. Found throughout the Provençal mountains, it adds a raw, resinous scent—comforting and reminiscent of childhood. It's bold, but balanced by citrus and seven aromatic herbs (our secret blend).
JD: Does the hotel offer a proprietary way to experience the gin onsite?
MN: Yes. Our signature cocktail, the Fragrance Wellness , combines our gin with jasmine oleo saccharum, Club Maté, rose and juniper bitters, and lemon—served post-treatment in our spa. We also age Negronis in a five-liter oak barrel using our gin, and soon we'll offer tasting sessions comparing it to others. Guests are also encouraged to visit Théo's distillery.
Bar Coquillade THOMAS EUGSTER
JD: Can you explain the unique presentation of the bottle?
MN: Our gin is presented in its original bottle; however, we have modified the label. The upper right and left corners of the label feature wooden ornaments that echo the octagonal woodwork decorating our bar, as a nod to our magnificent bar. The flowers on the label are a reference to the seven botanicals used in crafting the gin. The chosen color is inspired by lavender, a symbol of Provence, which blooms in our fields from mid-June to mid-July every year. We wanted to highlight this iconic element, but also chose it because the soft hue fits perfectly with the overall concept.
JD: Why do you think it's important to offer this type of amenity for guests
MN: It creates a lasting, place-based memory—something guests can only experience here (or take home). Like our estate wines, the gin captures a true sense of place. Also, gin is a spirit highly appreciated by our guests, whether in a gin and tonic or as part of a cocktail. This enthusiasm inspired us to embark on the project.
JD: Do you see a shift in guest demand when it comes to bar offerings?
MN: Absolutely. Guests want authenticity and discovery—like Petit Grain gin, created by a former teacher and voted best in France. Still, iconic premium spirits remain relevant for those drawn to familiarity. Our aim is to blend both worlds.