Jean-Louis Croquet, Château Thuerry: From Sofrès to the Great Wines of Provence

Château Thuerry is an organic wine estate spanning over 300 hectares, located in Villecroze in the Var, within the Coteaux Varois en Provence AOC, near the Gorges du Verdon. Owned by Jean-Louis Croquet, the estate produces age-worthy Provence wines red, white, and rosé  available for direct purchase on Avenue des Vins.

See Wines of the Winery

From Sofrès to the Gorges du Verdon: a second life at 57

Who is Jean-Louis Croquet, owner of Château Thuerry?

Some career changes truly inspire. Jean-Louis Croquet’s is one of them. In his first life, he was the man behind the merger of Pernod and Ricard in the early 1970s one of the most significant industrial operations in the sector. He then founded Motivaction, a research company that, through successive acquisitions, became Sofrès, the world leader in market and opinion research.

At 57, he could have stopped there. Instead, he chose to start over differently. By acquiring Château Thuerry in the Var, with a bold and unapologetic ambition:

“To make it the Haut-Brion of Provence.”

This is no joke. It’s a clear direction. Behind this statement lies the same entrepreneurial rigor that allowed him to build two major business empires now applied to vines, terroir, and wine.

A Templar estate and a winery among the most beautiful in the world

What is Château Thuerry in Provence?

Château Thuerry is no ordinary estate. Its origins date back to the time of the Knights Templar the bastide standing at the heart of its 300 hectares of hills and vineyards still bears this legacy. Just a short distance from the road leading to the Gorges du Verdon, the landscape is breathtaking: garrigue, rolling terrain, and sun-drenched vines.

But just as striking as the historic bastide is what stands opposite it: a state-of-the-art winery, recognized as one of the most beautiful in the world, perfectly integrated into its natural surroundings. Here, tradition and innovation are in constant dialogue.

Château Thuerry thus boasts an exceptional winery, both aesthetic and technical, designed to enhance the quality of the grapes while preserving the identity of the place.

“The first shovel in the ground for building the winery: the tangible realization of a dream of returning to the land.”

A man who once grew cauliflower and artichokes in Brittany, who built a global leader in market research, and who returned to the land to create an outstanding winery. The story is coherent it follows a long-term vision of building something meaningful.

Organic since 2021, and wines designed to age

What is the winemaking philosophy of Château Thuerry?

At Château Thuerry, observation comes before action. Vineyard work is based on respecting the estate’s clay-limestone terroir, with minimal intervention to allow each plot to fully express itself. The lunar calendar guides vineyard practices, in a quest for harmony with nature, formalized by organic certification obtained in 2021.

In the winery, technical precision supports the wine without ever overpowering it. The goal is clear: to produce Provence wines capable of aging. Reds that gain depth over time. Whites that evolve with elegance. And even age-worthy rosés.

Among them, the Exvception cuvée, developed in collaboration with the head sommelier of the Ducasse group, designed to pair with refined dishes such as truffles or salt-crusted fish.

Another signature wine is Les Abeillons red a cuvée marked by garrigue aromas and strong terroir character, reflecting the personality of those who craft it.

The charm of vintage variation and a passion for Rolle

What wines are produced at Château Thuerry?

What drives Jean-Louis Croquet is creation and the fascinating paradox of wine: repeating the same gestures each year while achieving different results. The charm of vintage variation, intensified by climate challenges.

“Creating a blend, creating a moment of sharing, building a reputation.”

His favorite grape variety? Rolle, also known as Vermentino, emblematic of Provence. A vibrant, aromatic, and precise grape that reflects a vision of wine focused on finesse and balance rather than overt power.

Looking ahead, the estate is investing in wine tourism. The objective is clear: to make wine a meeting point. A place for exchange. A shared experience. Just steps away from the Gorges du Verdon, the setting is already there the experience is now being built.

Buying Château Thuerry wines on Avenue des Vins means accessing organic, age-worthy Provence wines red, white, and rosé shipped directly from the estate in Villecroze, through a short supply chain with no intermediaries.

To explore more Provence wines in direct-to-consumer channels, discover our selection on Avenue des Vins.

Discover Château Thuerry’s cuvées directly on their Avenue des Vins page organic Provence wines shipped straight from the estate, with no intermediaries.