As Châteauneuf-du-Pape’s only cooperative cellar, Cellier des Princes occupies a unique place in the history of the Rhône. Founded in 1925 – even before the appellation itself – the co-op now brings together more than 120 growers and has evolved from selling bulk wine to producing over 2 million bottles exported worldwide.

To mark its centenary, Drinks Retailing spoke with winemaker Thierry Ferlay about how this century-old co-op reinvented itself and its role in shaping the next 100 years of Châteauneuf-du-Pape.

• Can you tell us a bit about the coop: when it was founded and how it has evolved?  

Cellier des Princes was founded in 1925 by 12 winegrowers in Courthézon, who collected, vinified and sold wine in bulk to négociants. Their goal was to combine resources and expertise to safeguard quality, market their wines collectively and build resilience for their families. Over the last century, the co-op has grown to bring together more than 116 families, while remaining rooted in authenticity and the values of solidarity and innovation.

• What does reaching this centenary milestone mean for you and the growers?

Reaching 100 years is a source of immense pride. The winegrowers are really proud to reach this milestone! Longevity means that our strategy has adapted to the new challenge.

It honours the dedication of generations of growers and confirms that the cooperative model remains modern and relevant. For us, it is both a celebration of our history and a commitment to continue innovating for the next century.

• How has the co-op’s mission evolved and what do you see as the defining moments in its history?

Our mission evolved in 2004, when we moved from simply selling wine in bulk to producing bottled wines of high added value under strong brands. It was a courageous step, because it meant our clients – the wine merchants (négociants) – became our competitors. You can imagine the challenge.

Other defining moments came with the international expansion from 2006 onwards, and the recent focus on premiumisation and sustainability. Between 2004 and 2025, bottled wine sales grew sixfold.

• Can you describe the transition from bulk sales to bottled wine and how that shift changed the identity and reputation of Cellier des Princes?

Cellier des Princes is the only cooperative of Châteauneuf-du-Pape and one its major producers. Our strategy was to associate the Cellier des Princes brand and name with this prestigious cru, focusing on selling bottles of Châteauneuf-du-Pape under the label Cellier des Princes. This strategy has allowed us to make the name known on five continents and reach millions of consumers.

• What were the biggest challenges in transforming a century-old co-op into a global benchmark for Châteauneuf-du-Pape?

Our biggest challenge was to be successful not only in France but also abroad. Today, Cellier des Princes bottles are distributed in 48 countries.

• Which international markets are most dynamic and where do you see the biggest growth opportunities?

Exports account for 60% of our turnover (three times the average for a French co-op). We are strong in the US, UK Germany; and we are also ship to South America, Asia, Oceania and Africa. Surprisingly, the French market is now our biggest area of growth.

• What are their biggest challenges right now in the Rhône for growers?

Growers in the Rhône face mounting pressure from climate change, with hotter, drier seasons pushing grapes toward higher sugar and alcohol levels while threatening balance and freshness. At the same time, consumers are increasingly seeking lighter, fresher styles and sustainable practices. The challenge is to adapt vineyard and winemaking techniques to meet these evolving tastes while preserving the typicity and identity of Rhône wines. 

• Climate change is impacting regions across France. What practical steps are your growers taking to future-proof vineyards?

Our growers are adapting by replanting with drought-resistant rootstocks, experimenting with alternative grape varieties, managing the canopy to provide natural shade and harvesting earlier to preserve freshness. They are also increasing biodiversity, reducing water use and adopting cover crops to protect soils and promote resilience. Beyond vineyard practices, many are investing in lighter glass bottles and recyclable packaging, while optimising transport and logistics to reduce carbon emissions. These steps aim to future-proof vineyards while maintaining both quality and sustainability.

• You’ve been experimenting with micro-vinifications. Can you explain what that involves and how it benefits the wines?

Micro-vinification means fermenting small lots of grapes separately, whether by grape variety or by specific parcels of terroir. This allows us to harvest each at its optimal maturity and better understand the potential of different sites. It also gives us greater precision in winemaking, resulting in more expressive, balanced and refined final blends. 

• How do collaborations with leading oenologists help refine your style or create new cuvées? Are there any upcoming projects or experimental wines that you’re particularly excited about?

The exchange of knowledge with leading oenologists enriches our expertise, refines our style and ensures the wines remain true to their terroir. It is an ongoing process of progress, always aiming for greater precision and definition in our cuvées. For example, our partnership with the late Philippe Cambie led to the creation of an exceptional cuvée called Hérédita, available in AOP Côtes du Rhône and AOP Châteauneuf-du-Pape, with the 2019 vintage rated 96 points by Wine Advocate.

• What role do you think co-ops like Cellier des Princes will play in the next 100 years of Châteauneuf-du-Pape?

Châteauneuf-du-Pape is one of the most famous crus in the world; and co-ops like Cellier des Princes will continue to play a vital role by producing the highest-quality wines that proudly represent the diversity of their terroirs, while honouring the identity of appellations such as Châteauneuf-du-Pape, Gigondas, Vacqueyras, Cairanne and others. Adapting to climate change will be essential. We remain committed to supporting our passionate growers through this transition, ensuring their work is valued and showcased for generations to come.

• How do you see consumer expectations changing over the next decade and how is Cellier preparing to meet them?

Consumers are increasingly looking for approachable wines that are fresh, fruit-driven, aromatic, rounded and enjoyable to drink young. While Châteauneuf-du-Pape is traditionally known for powerful, age-worthy wines, Grenache – our flagship grape – also has the potential to deliver fruit and finesse when carefully managed in the vineyard and winery. At the same time, the ‘drink less but better’ trend highlights the value of iconic appellations like Châteauneuf-du-Pape, whose reputation for quality and longevity continues to reassure consumers.

Since 2004, with the launch of our Cellier des Princes brand, we have been developing a CSR programme that includes environmentally friendly practices, a strong commitment to sustainable development (solar panels on our roof, waste recycling, energy savings), H.V.E. certification for our wines and gender balance in responsibilities and salaries, with concrete actions for equity.

Finally, as people are increasingly interested in leisure and experiences, we are expanding our oenotourism program, including vineyard discovery by bicycle, guided vineyard walks, cultural events, and of course, wine tastings.