AOP Ventoux lies to the east of the Southern Rhône valley and though large in area, it has relatively modest production. Since its vineyards are at higher altitudes they have cooler growing conditions than Côtes du Rhône and this 19,000 acre appellation in the western and southern flanks of Mont Ventoux is growing in size and popularity. Historically this area's vineyards produced table grapes and was dominated by co-operatives. Today its reds and rosés from Grenache, Syrah, Cinsault and Carignan (limited to 30% of blends and rarer whites from Clairette, Bourboulenc, and Grenache Blanc are becoming popular both in France and export markets. Traditionally reds and rosés are light and lively when young. However, a handful of newer producers are now making more serious wines which are a match for anything out of the Rhone valley at generally much more reasonable prices.