Newcomers are from four Rhône Valley AOCs, namely Côtes du Ventoux, Costières de Nîmes, Coteaux du Tricastin and Côtes du Luberon who have joined forces to develop a common communication strategy. Each wine region has great individual character yet the four compliment each other well.
Newcomers believe that united they are stronger force and their communication campaign will create a more powerful image. Through their joint efforts they can address key members of the wine world.

The term Nouvelle Ecole or The Newcomers is a reference to the nouvelle vague movement in film and the cutting edge school of thought in the Arts. The term embodies the expression of contemporary ideas.
The Newcomers equally are taking a unique and modern approach to wine making. Each appellation, rich with its own characteristics, is a part of this innovative outlook.
The Newcomers have re-looked at how to manage their vineyards, rethought the structure and identity of their appellations, as well as reassessing the wines themselves. This desire to renew is at the very heart of the Newcomers collaboration.

Andy Warhol, whose unique style inspired the Newcomers logo, is perhaps the best embodiment of this creative approach. As the originator of the Pop Art movement in his time, his unique creativity shocked conformist New York.
The Pop Art visual vibrancy of the Rhone Valley Newcomers is a huge contrast to the traditional communication initiatives usually instigated by the wine trade.
This fresh approach heralds a new way of thinking for Côtes du Ventoux, Costières de Nîmes, Coteaux du Tricastin and Côtes du Luberon.