One thing is to buy wines and elevate them in a more or less personal manner. Quite another matter is to own the vineyards and have full control of the process from soil to wine.
Mounir Saouma has chosen the Chateauneuf du Pape appellation to try his capabilities to make wonders also from Grenache and other local grapes, quite different from Pinot Noir and Chardonnay.