Since 2013, Prince Félix, second son of Luxembourg’s Grand Duke Henri, and Princess Claire have transformed Château les Crostes into a modern vineyard and boutique guesthouse. The prince shares his entrepreneurial path.
When he is not in Frankfurt, where he lives with his wife and their children, Prince Félix of Luxembourg returns to his second home: Château les Crostes, nestled in the hills of Lorgues in Provence. Far from protocol and official ceremonies, he devotes himself fully to a project as dear to him as his title: the development of the vineyard and guesthouse, which he manages together with Princess Claire.
“The history of this estate dates back to the 17th century, when the bastide was built by the Count of Ramatuelle. Until 1956, the estate had more than 200 hectares of olive trees. That year, a historic frost destroyed almost the entire olive grove, marking the transition to viticulture,” Prince Félix says, adding: “In 1998, my father-in-law purchased the property and launched the first rosé vintages. In 2013, Claire and I decided to take over management of the estate to continue what he had built.”
This was a conscious shift from princely life to the more tangible role of a business leader. “Being a prince is a title, but that’s not how I define myself entirely. My upbringing instilled in me a sense of service and responsibility. I approach entrepreneurship with this mindset and apply these principles at Château les Crostes. Taking a product, transforming it, and creating something meaningful for a community, always in service to others. With wine, you bring people together around a product to add a little joy to their daily lives.”
“I moved forward with humility”
At 29, Prince Félix stepped into a world previously unknown to him: wine, vineyards, harvests, grape varieties, immersing himself in the craft and learning directly from winemakers and his teams. “It was both a joy and an honour to inherit such a heritage at that age, but also a heavy responsibility. I started from scratch,” he says.
The prince had previously worked for five years in event management and studied bioethics, but he says he always had a drive to create and build a business. “Entrepreneurship excites me, but it took time to truly understand the product. Loving wine is easy; truly understanding it is another matter. I moved forward with humility, because I don’t have all the answers and believe it’s essential to learn from others and build the right team. And I need to understand in order to be passionate. Twelve years later, I am fully invested in this passion.”
To manage the estate remotely, Prince Félix has built a solid structure. One week each month, he works on-site with his teams; the rest of the time, he coordinates all operations. “The greatest lesson I’ve learned is that nothing is built alone. Time is a strength, in wine as in entrepreneurship. You must surround yourself with the right people, listen, and build over the long term.” Prince Félix works with three directors, one for the château, a commercial director, and a production director, and about twenty staff overall. “I oversee everything and unite the teams so the estate functions smoothly, then implement strategies and budgets.”
“The greatest lesson I’ve learned is that nothing is built alone”
Working with Princess Claire is part of this dynamic. Having seen his parents work closely together, Prince Félix says has given him a strong vision of partnership. “Of course, it’s not always easy. We have different personalities and visions, but clearly defined roles are essential. Claire gives me significant freedom on strategic matters and focuses more on the château, particularly on the décor of the guest rooms. We have clearly defined our roles to work well together.”
Quality and sustainability in the vineyard
The vineyard, a single contiguous estate situated at altitude in the heart of the forest, benefits from a rare microclimate. Its 55 hectares produce characterful wines under the Côtes de Provence AOP, offered in three cuvées: Clos des Crostes, Cuvée Amalia, and Cuvée Liam, all available in rosé, white, and red, and named after the princely couple’s children. A special edition, Cuvée Balthazar, celebrates the youngest child and is produced in a limited run of 9,000 bottles and 1,000 magnums, all individually numbered. “In rosé, Cuvée Amalia is our flagship, a light, fruity aperitif wine. The next tier is Cuvée Liam, richer, more suited to meals. Balthazar will have its permanent cuvée starting in 2027, with the 2026 vintage.”
Respect for the terroir guides all estate decisions. “The strength of Château les Crostes lies in its uniqueness and quality. We produce sincere wines, marked by freshness, elegance, and the terroir’s personality.”
Prince Félix says the estate does not aim for volume, but balance and quality, with the ambition of making Château les Crostes a recognised reference both in France and internationally. This commitment goes hand in hand with concrete environmental action. The estate is HVE-certified and has implemented several initiatives over the years: stopping pesticide use, sowing cover crops on alternate rows to encourage biodiversity, and installing solar panels to strengthen energy independence. “We see real change in the soil. Everything relies on respecting the terroir, the vines, and the product, to offer something more natural and high-quality. We also use connected traps to identify harmful moths and intervene only at the precise moment. It’s a continuous process, moving steadily toward organic practices.”
The estate’s environmental engagement also includes awareness and guidance. Staff and visitors can follow a dedicated vineyard trail to explore the vine cycle and understand the impact of each decision. The major challenge in the coming years will be water. Facing extreme climate events, the estate must innovate to store, recover, and conserve this essential resource. “Beyond the technical aspects, it is also a cultural shift we want to instill, by raising awareness among our teams and visitors.”
A guesthouse combining luxury and warmth
Château les Crostes also includes a 17th-century Provençal building offering twelve rooms open year-round for tranquil stays. The project began three or four years ago. “I wanted a balance between a five-star hotel and a guesthouse: high-level comfort with the warm atmosphere of a family home,” explains Prince Félix. “I hired two directors and together we developed a strategy to grow this part of the estate. From a business perspective, it was important: I wanted the château to be able to operate independently from the vineyard.”
Guests enjoy modern amenities and a range of activities, swimming pool, tennis, pétanque, playground, while retaining the freedom to enjoy the estate as a true holiday. The on-site team functions almost like a concierge, supporting guests without intruding. Dining is limited to breakfast and picnic baskets, but the kitchen remains central. “I love that visitors can gather there, cook, interact, and share a glass. It’s a genuine moment of conviviality,” says Prince Félix, who personally shares the space with visiting guests during his stays.
“We already have 22 weddings booked for next year”
Demand for weddings is also high. “We already have 22 weddings booked for next year. This year, there were 15, and for 2027, seven are already reserved. It shows how sought-after the estate is: its beauty and atmosphere make it a fantastic setting for such events.”
Entrepreneur at heart
Prince Félix of Luxembourg does not limit himself to managing Château les Crostes. He also invests in startups across technology, agriculture, and telecommunications. “I’m open to anything. I’ve invested in tech, agriculture, and telecom. I’m not fixed on one sector. For me, anyone can have a good idea. What really matters is the person driving it,” says Prince Félix, who carefully meets and understands the personalities behind each project before investing. “I always want to get to know the individual, have a drink with them to see who they are, and then explore the project. Of course, the project is important, but its success depends on the entrepreneur’s ability to grow it.”
This article was published in the 8th edition of Forbes Luxembourg.
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