The iconic colourful terraces overlooking the pool at the Byblos Hotel

Antoine Chevanne is the owner of the legendary Byblos Hotel in St Tropez. Opening in 1967, the hotel is known for its exceptional service, hosting many of the greatest celebrities in the world and for having the most exclusive location in the area. Here Chevanne speaks to Candice Tucker about how the hotel has kept its status and its future plans to keep it’s  iconic reputation as the ‘it place’ to stay in St Tropez

Antoine Chevanne

LUX: Has there been a consistent theme running throughout the ownership of the Byblos?
Antoine Chevanne: We continue to honour the same values and high standards that were originally instilled by my great grandfather, Sylvain Floirat. The impeccable service is our main consistent theme that has been running through our hotel for the past four generations alongside an incredible sense of loyalty and sincerity. Those values are shared by the staff, some of whom have been at the hotel for over thirty years now. From the beginning, we have wanted to preserve a comforting “family” element so that our guests feel at home, whilst still in tune with what is expected from a “Palace” hotel. With an unrivalled sense of hospitality and an unequalled attention to detail, Hotel Byblos highlights the very best in terms of French “art de vivre”.

LUX: How have the type of guests, staying at the Byblos, changed over the decades?
AC: We pride ourselves in offering a sense of warmth in our service which guests appreciate, and ultimately this is a big reason why we have such a high number of returning guests every year. Over the years, we have seen generations of guests coming back for our ultra-personalised service, with guests who came when they were younger, bringing their children and now their grandchildren. Same goes with our employees. Our guests love seeing them again every year. This is part of the “homely” and “family” feel I mentioned before. That’s partly what makes this hotel so special. And just like our guests, the hotel continuously evolves whilst still finding ways to cater to all generations.

The entrance to the Byblos Hotel

LUX: How have guest demands changed since the hotel was founded by your great grandfather/
AC: My family has owned the Byblos since the beginning (1967), so we are uniquely placed to see how guests demands have changed over the years. Our guests’ lifestyle has changed exponentially in the last 50 years, with people wanting more flexibility when they come on holiday. This has been reflected in our services – such as longer opening times for breakfast so that guests still retain some freedom and don’t have strict timings imposed on them. We also have a large variety of food offerings (such as French gastronomy, Italian cuisine, tapas or even by the beach with Byblos Beach) so that guests have a wider selection to choose from. Having choices is a true luxury. When guests come to a Palace like the Byblos, they do not want to be constraint – in fact our hotel adapts to their lifestyle.

LUX: What makes the Byblos, the standout hotel in St Tropez?
AC: One of the key aspects that makes Hotel Byblos stand out is its unique heritage. Over the years, the hotel has remained far-removed from the flashy, ostentatious luxury of the grand hotels of the Riviera and continues to offer an oasis in St-Tropez for guests to escape to and relax under the ever-watchful eye of our attentive staff. It is a village within a village which offers high levels of gastronomy in an intimate and relaxed atmosphere while still keeping that sense of luxury intact. Our employees demonstrate daily their exceptional professional know-how, dedication and high-quality service to each and every guest while creating an atmosphere of pure contentment.

Another of our key standout aspects is the location of the hotel, right in the centre of St Tropez and just a stone’s throw away from La Place des Lices and the port.

The Two bedroom Suite at the Byblos overlooking the hills of St Tropez

LUX: What has been your fondest memory of the hotel?
AC: There have been so many good memories that it is difficult to choose just one. The one that comes to the top of my mind is probably the extreme satisfaction of having been one of the first hotel’s on the Côte d’Azur to have received five stars in 2010 followed by the “Palace” recognition in 2012. It’s a huge reward to the whole team who have worked so hard over the years to make the hotel what it is today. This achievement is even more rewarding when you remember that we are independent hoteliers and we do not belong to any big international group. To put it simply, we are a French family who – with a great team – managed to build the Byblos’ status over the years.

On a more personal note, I cherish a lot of memories based on some of the unique encounters I have had over the years: from Lionel Richie to Bruce Willis, as well as Naomi Campbell and Quincy Jones. We’ve also had incredible concerts by the pool such as Joe Cocker, Roger Hodson from Supertramp and Niles Rogers.

Restaurant Arcadia

LUX: What has been the most surprising aspect of running the hotel?
AC: The most surprising aspect of running a hotel is discovering the true nature of mankind: this encompasses both good and bad surprises though. You learn a lot about yourself at the same time. You have to learn to stay in your lane, to not be judgemental no matter what happens and find a solution. When you’re in charge of a hotel as unique as the Byblos, nothing can prepare you to live such an experience. Why? Because our clientele is different. They have seen everything, experienced everything, and they want more novelty. This means that we are constantly reinventing ourselves whilst still remaining true to our DNA. This is why I often tell people that if they have worked at least two years at the Byblos, they can easily work anywhere in the world.

St Tropez

LUX: Why has St Tropez retained its special reputation as one of the leading summer destinations?
AC: There’s so much to discover in Provence, especially in St Tropez. We are surrounded by beautiful landscapes, views, forests, lakes and coasts. St Tropez also has a great connection with art, culture and traditions qualities that are equally reflected in the hotel. It has retained over the years an authentic character thanks to its origins as a fishing village while keeping a charming aesthetic thanks to the old, winding streets and daily Provencal markets. Many artists during the 19th and 20th century came to St-Tropez to find inspiration and contributed to the growth and popularity of the destination. The well-known summer parties are also one of the many reasons St-Tropez has a reputation as a leading summer destination. However St Tropez managed to combine this with exceptional service and a large variety of diverse dining concepts which sets it apart from other summer destinations like Mykonos or Ibiza.

St-Tropez merges the old with the new, authenticity with glamour, and offers something for every generation.

The Missoni Suite

LUX: Where is your favourite secret place to visit in the Côte d’Azur?
AC: I don’t wish to reveal too much about my favourite place as it wouldn’t be a secret anymore!  There is however a little cove along the Côte d’Azur, close to St Tropez which is beautiful when the sun rises…

LUX: What do you think will be the next big trend in the hospitality industry?
AC: The next trend is something I’ve been working on for years which can now be revealed. We live in a world that is constantly connected, where we are travelling and performing at a high level. Having time for oneself has become a luxury. Being able to reconnect with oneself and with others is what will guide our industry in the future. We have just started on this journey with the new version of the Sisley Spa.

The Lebanese room in the new Sisley spa

LUX: How does the Byblos meet the increasing demand for environmental responsibility?
AC: Hotel Byblos, alongside all Groupe Floirat properties, is part of an eco-friendly movement that respects the surrounding environment of each hotel. We are wholly committed to a programme of sustainable development and over the last year have implemented a sustainable development charter. The charter is founded upon five key commitments with the goal to reduce all three hotel’s environmental impact in various means. These commitments comprise of: waste and used product management, integrated water resources management, optimum energy consumption, socially oriented initiatives and the enhancement of local economy.

With our Executive Chef Nicola Canuti, we also worked on increasing our sustainable offering in our kitchen and through our food. Chef Canuti is passionate about Mediterranean food and aims to offer our guests local and highly qualitative products that he cares about. To hold to his promise, the hotel features a 300sqm vegetable garden that offers the best of Mediterranean fruits, vegetables and aromatic herbs. We also produce our own honey, served at breakfast from our very own beehives.

Byblos Beach

Our environmental responsibility is also to protect the natural beauty of St Tropez and its region. With our beach, Byblos Beach Ramatuelle, we worked on ensuring as little impact as possible was made on the coastline in an effort to preserve our environment. The Byblos Beach Ramatuelle has a strict “no plastic” policy and the entire structure can be dismantled at will, being made of 100% wood, meaning the beach can regenerate during the winter months.. Water and electricity consumption is eco-oriented.

LUX: If you could give one piece of advice to a prospective hotelier what would it be?
AC: To know your guests, what they want and anticipate their needs. This is ‘key’ in producing and offering the best product!

LUX: Why do you think your regular clients return again and again?
AC: We believe that luxury means being able to provide our guests with a level of convenience and attention to detail that enables them to find the time they need for themselves. Through our service and staff, we offer exclusive guest experiences that reflect the spirit of Groupe Floirat and its legacy.

Find out more: byblos.com

Black Rabbit Projects perform during the Golden Vines Awards Ceremony and Closing Gala Dinner. Photo by Pietro S. D’Aprano

British businessman Lewis Chester created the most glamorous event in the wine world. He reveals the history and inspiration for the Golden Vines awards

Lewis Chester. Photo by Murray Ballard

My wife, Natalie, hates going to wine events. She finds them boring. Stiff, average food, staid surroundings, too much wine talk, too little fun. For me, as a self-professed wine geek, and longtime collector and lover of all things wine, there was only one way of getting Natalie to a wine event: create one for her. Incredible venues, world-class entertainment, classy crowd, elevated but fun atmosphere – and amazing food and wine.

So it is because of my love for Natalie that Golden Vines, which I started in 2021, is now widely regarded as the world’s best fine wine event. For me, topping last year’s second edition in Florence will be no easy task, given the incredible locations like Palazzo Vecchio, wines like Château Cheval Blanc and Dom Pérignon P2 and entertainment including Celeste. But this is no frivolous activity: we raised over £1 million for the Gérard Basset Foundation to fund educational programmes around diversity and inclusivity in the wine, spirits and hospitality sectors.

Dom Pérignon held a Masterclass event around the award ceremony

Wine has been an interesting life journey for me. I grew up in a teetotal household in North London. As an undergraduate at Oxford University, to my surprise, no one offered me drugs and I couldn’t find someone to sell me any. So, I created a wine club and never looked back. Then, while studying for an MBA at Harvard Business School, I founded The Churchill Club, a wine, whisky and cigar club.

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We were the first American university to be sponsored by the Cuban Government to learn about cigars, even though we had to fly from Montreal to Havana as travel from the United States was banned. Post-graduation, I returned to London and started collecting fine wine and rare whisky. My best friend, Jay, is a huge wine collector, and he got me interested in Burgundy wines which is still my favourite wine region. As I like to say, ‘all roads lead to Burgundy’.

The Marchesi Antorini private visit and lunch that took place around the awards

In the late 2000s, I read an article about Gérard Basset, the only man to hold both the Master of Wine and Master Sommelier qualifications. Gérard had also won the World’s Best Sommelier Championships at his sixth attempt and founded the wine-inspired hotel group, Hotel du Vin. (He had also mentored many of the most prominent sommeliers, restaurateurs and hoteliers working in the UK and France today.) I decided to cold-call Gérard who, to my surprise, answered the phone and invited me down to his hotel, TerraVina in the New Forest. From that moment on, we became close friends and began travelling the world of wine together. Gérard took me to Burgundy, Bordeaux, Champagne, Piedmont and Tuscany. The doors always opened for Gérard, which gave me unique access and insight into the wine world.

The Marchesi Antinori dinner

Gérard had more wine qualifications than anyone else on the planet. So, after much prodding and encouragement, he convinced me to study wine. “If you want to become one of the world’s great wine collectors”, he told me, “you need to study wine”. I passed my WSET Diploma, won a number of scholarships along the way, and then he pushed me to study for the Master of Wine. At that point, my wife, Natalie, told me “no way”. (Having later read an article showing that there was an usually high divorce rate among those who study for the Master of Wine, she was probably right.)

Gérard was disappointed, but he suggested we start Liquid Icons together as “my alternative MW”. We had no idea what we would do with the company, but thought we would figure it out as we went along. Sasha Lushnikov had been introduced to me by a school friend as a super smart, young entrepreneur and I had brought him into one of my other businesses. I asked Sasha – who, at the time, had no wine knowledge or experience – if he would be interested in being involved in a wine venture with no business plan, no business model and no idea as to what we would be doing. He eagerly accepted!

The Taylor’s Port Golden Vines Diversity Scholarships awarded £55,000 each to three BAME/BIPOC students studying for the Master of Wine or Master Sommelier programmes

The journey began, as it usually does for me, over a drunken long lunch. I had been hosting an annual La Paulée (after-harvest) lunch party for my friends in the wine industry. We decided to poll them on who they thought was making the best fine wine in the world, as well as their views as to future industry trends. Sasha and I then wrote a report called The Global Fine Wine Report based on the poll findings which we distributed for free – another consistent theme of Liquid Icons’ business dealings!

At around this time, Gérard had called me to complain about various ailments, including continuous back pain. After undergoing various tests, he rang to give me the bad news. He had esophageal cancer. I knew enough about this horrible disease to know the story wasn’t likely to end well. And so did Gérard.

The Dress to Party Charity Gala Dinner took place at Tepidarium Giacomo Roster

Over the next two years’, the renamed Gérard Basset Global Fine Wine Report grew and grew. Hundreds of fine wine professionals – Masters of Wine, Master Sommeliers, merchants, brokers, sommeliers, media and press – contributed to the Report’s findings. Unfortunately, Gérard’s condition – after a brief period of remission in mid-2018 celebrated with a wine dinner at my house on a lovely June evening – continued to worsen.

Wines and champagne served at the event include those from Château d’Yquem, Dom Pérignon, Dom Pérignon P2, Domaine Arnoux-Lachaux Echézeaux Grand Cru, Harlan Estate, Krug Grande Cuvée, Krug Vintage, Liber Pater, Taylor’s Port 50-year old Tawny and many others

In early January 2019, Gérard asked me to come down to see him at the hospital in Southampton, knowing it would be the last time that we saw each other. After a few hours of reminiscing, he motioned to his wife, Nina, to leave the room so we could chat. As he asked me to keep the conversation confidential, I have never disclosed it to anyone, other than to say that it was Gérard who was the inspiration behind the Golden Vines and the Gérard Basset Foundation. Gérard passed away on Wednesday 16 January 2019. He was 61 years’ old. His passing was greatly mourned by the entire global wine and hospitality industry.

The 2022 Taylor’s Port Golden Vines Diversity Scholarships was awarded to Jarret Buffington, Sandeep Ghaey and Carrie Rau

From that point on, I was on a mission to create a lasting legacy for Gérard, and one that would involve Nina and his son, Romané. I just didn’t know what it was going to be. Sasha and I had many ideas. But none of them stuck. Then, in early June 2020, we went to lunch with my friend, Clément Robert MS, who was running the vast fine wine programme for the Birley Clubs and Annabel’s. Getting mildly drunk over a vertical of Trimbach’s legendary dry Riesling, Clos Sainte Hune, I started to pitch the outline idea for the Golden Vines. “Dude, why don’t we take the winners in the Gérard Basset Global Fine Wine Report, and create the Oscars of Fine Wine? It’s never been done before. And let’s do it in a way that Natalie will want to come”. Sasha then suggested we raise money for charity in Gérard’s name, which was the hook that took this from a drunken thought to the exciting idea that we had both been looking for since Gérard’s passing.

The Gérard Basset Foundation was set up to honour the legacy and memory of Gérard Basset OBE MW MS by addressing the wine industry’s most pressing issues of diversity and inclusion

Clément loved the project and introduced me to Richard Caring, the billionaire tycoon of Annabel’s Private Members Club in Mayfair. Richard agreed to give us use of the Club pro bono for the new charity. Simultaneously, Nina and Romané agreed to get the paperwork started to form the Gérard Basset Foundation.

Read more: A tasting of Vérité wines with Hélène Seillan

We chose educational programmes aimed at diversity and inclusion in the wine (and later, spirits and hospitality) sector as we thought that it was a huge problem in the industry and one that Gérard would have keenly supported. Nina reached out to Jancis Robinson and Ian Harris, CEO of the Wine and Spirits Educational Trust, and soon the Foundation was formed with a great group of Trustees who all knew and loved Gérard; and the rest is history.

Gérard Basset © Liquid Icons

The third edition of Golden Vines will be held in Paris in October this year. Like most of the best things in life, entry is expensive, but the £10,000 ticket price will be covered alone by the pouring of Liber Pater, the world’s most expensive red wine on release (€30,000 per bottle).

Celeste’s performs during the Golden Vines Awards Ceremony And Closing Gala Dinner at Palazzo Vecchio, 2022. Photo by Pietro S. D’Aprano

Culinary creations will be provided by a collaborative ‘Four-Hands’ partnership of legendary three Michelin star chef Alain Ducasse and two Michelin star chef Akrame Benallal, one of the rising stars of the global fine dining scene. Interestingly, Ducasse will actually be cooking, a rarity for the man with more Michelin Stars in front of his name than anyone else. Family-owned cognac house, Camus, have created an exclusive old cognac blended by the other half of the chef duo, Akrame, only available for those attending the event.

There are two galas, taking place at the marvellously exotic Musée des Arts Forains (Museum of Fairground Arts), Les Pavillons de Bercy and the Opéra Garnier. There will also be masterclasses from some of the biggest names in the wine world.

Find out more: liquidicons.com