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Château La Coste is more than a winery—it’s a living canvas in the heart of Provence. Since Patrick McKillen’s acquisition in 2002, the 494‑acre estate has blossomed into an immersive art and architecture park, with more than 25 site-specific installations. Stroll among Ai Weiwei’s monumental steel sculptures, experience Olafur Eliasson’s kinetic light works, or pause at an Alexander Calder stabile that dances with the wind. French architect Jean Nouvel’s panoramic pavilion sits beside Tadao Ando’s serene gallery of translucent concrete, seamlessly blending built spaces with vineyard views.
Adjacent to the vineyards lies Villa La Coste, a contemporary boutique hotel designed by John Pawson in collaboration with Patrick McKillen. Opened in 2015, this 21‑room retreat features minimalist suites arranged around a reflecting pool, private gardens by Piet Oudolf, and floor‑to‑ceiling windows that frame the Massif du Luberon. Guests wake to fresh vineyard air and dine at the Michelin‑starred restaurant Le Pavilon, where Provencal craftsmanship meets seasonal produce.
Certified organic since 2009 and transitioning to biodynamic farming in 2021, Château La Coste marries regenerative agriculture and avant‑garde creativity. This fusion of terroir, art, and architectural mastery creates a one‑of‑a‑kind backdrop for innovation—setting the perfect stage for NOOH’s debut.
Why NOOH? A Vision for Mindful Elegance
The decision to craft a zero‑proof wine at Château La Coste stemmed from two parallel trends: the growing wellness movement in luxury hospitality and the estate’s spirit of experimentation. As guests at Villa La Coste began requesting sophisticated non‑alcoholic options for morning tastings and poolside receptions, the winemaking team saw an opportunity to extend their house style beyond alcohol. Guided by Head Winemaker Émilie Rivière, the team spent three years fine‑tuning a de‑alcoholization technique that would preserve the estate’s hallmark aromas and textures. NOOH is the culmination of this research—a wine that honors Provence’s sun‑kissed fruit while catering to conscientious consumers and designated hosts alike.
The Birth of NOOH: Redefining Zero-Proof Elegance
Introduced at Art Basel Miami in December 2024, NOOH is the result of over three years of research by Château La Coste’s oenology team. The name itself is a portmanteau combining “No” for those opting out of alcohol and “OH,” the chemical symbol for the alcohol molecule—pronounced “new.” Crafted to deliver the full sensory experience of wine without alcohol, NOOH includes still and sparkling expressions in both rosé and blanc varietals.
Innovative Winemaking: Preserving Purity Through Vacuum Distillation
At the heart of NOOH’s authenticity is a gentle vacuum distillation process. By removing alcohol at low temperatures (35–40°C), this method preserves the delicate aromatics and mouthfeel that define Château La Coste’s wines. Unlike reverse osmosis or high-heat techniques that can strip character, vacuum distillation ensures each bottle retains its varietal fingerprint—from the crisp minerality of Sauvignon Blanc to the fruity elegance of Grenache-based rosés.
The NOOH Collection: Varieties & Tasting Notes
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NOOH Rosé (Still): A balanced blend of Syrah, Grenache, and Cinsault, showcasing notes of ripe strawberry, white peach, and floral undertones, with a crisp, dry finish and just 3.5g/L residual sugar.
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NOOH Rosé Sparkling: Fine, persistent bubbles lift the vibrant fruit core of the still rosé, making it an elegant zero-proof celebratory pour. Serve chilled at 6–8°C.
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(Coming Soon) NOOH Blanc (Still): Composed of 100% Sauvignon Blanc, this expression offers citrus blossom, green apple, and mineral nuances, culminating in a refreshing acidity and 3.8g/L residual sugar.
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NOOH Blanc Effervescent: With a delicate mousse and bright palate, this sparkling blanc elevates oysters, shrimp cocktail, and light seafood dishes with effortless elegance.
Pairing Suggestions
NOOH’s refined structure and lively acidity make it a versatile table companion:
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Still Rosé: Complements Mediterranean salads, grilled vegetables, and soft cheeses such as chèvre.
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Rosé Sparkling: Perfect with brunch dishes—think avocado toast, smoked salmon blinis, and eggs Benedict.
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Still Blanc: Ideal alongside sushi, ceviche, goat cheese tartlets, and fresh spring salads.
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Blanc Effervescent: Pairs beautifully with oysters, light seafood hors d’oeuvres, and fruit-based desserts.
Why NOOH is the Future of Non-Alcoholic Wine
NOOH represents a paradigm shift for zero-proof offerings—merging Château La Coste’s heritage of artful winemaking with cutting-edge de-alcoholization. Its authentic taste profile, sustainable production, and low sugar content resonate with modern consumers who demand health, transparency, and indulgence. Whether you’re the designated driver, the wellness-minded host, or simply curious about non-alcoholic innovation, NOOH delivers a celebration-worthy alternative.
