Champagne....not just a drink, but a culture.

It was almost 9AM of a misty crisp morning, when we entered the Champagne region of France. Except some of the bakeries, surprisingly enough, most of the authentic shops were closed. So, we decided to drive on to Epernay (More info on Epernay region), where the big boys like Moet Chandon, and Perrier Jouiet are located at famous and beautiful Avenue de Champagne (More info on Av. de Champagne). There they were, incredibly well tailored vineyards, laying like a piece of art. Almost all tones of green, and fertile soil made a perfect contrast on each side of the narrow road to Epernay. Small white milestones marked with the name of each land's operator or owner: Moet Chandon.



While George was driving through beautiful vineyards, I rolled down my window slightly to smell the soil with the wind on my face. What a feeling ! All my senses were in charge, eyes, nose, ears and soon my mouth would be in charge during a taste. This was truly a culture, and not just a show-off.  In fact, it was a sign of enjoying life, tranquillity, and taking your day in slow motion with the help of a glass of champagne. When I am in a foreign country, I often find myself comparing them with my own, and when I did this, I have realized that France is not only producing the best and most well known campaigns in the world, but they are also marketing this whole concept within a great tourism potential as well. Enthusiasts pour in from all over the world to connect with the brand itself, and while doing this, producers use a very niche marketing tool based on quality-not quantity philosophy. This is the crucial reason to their success for centuries, and it sure is paying back well in the long-run. When it comes to alcoholic beverages, I had only Raki to compare with. We too have our own traditional and customs to drink it. But to market it with a culture? I don't think so...Why? Because it is not in our culture. How? In the past Imperial Years, it has always been either banned, or treated as a taboo to drink alcohol. Even today, with the help of current government,  it is forced again to become like in the old days. We have some of the finest grapes, but I personally know from a gentleman who is from Gaziantep (More info on Gaziantep), saying that the local grape producers do not sell their grapes to wine producers. Why? It is a sin !!! So what do they do? They prefer to bury their harvested grapes into the soil, instead of selling them to the wine makers. See? This is the difference, and it always will be.

Although I have not been a huge fan of drinking champagne, my personal choice has always been Perrier Jouet over MoetChandon. Unfortunately, PJ was snob enough to offer "Appointment Only" tours within their headquarters in Av. de Champagne which was a huge disappointment for me. Nevertheless, there we were, beautiful town center of Epernay and the sun had already started to show itself with an excellent warmth...

View from Avenue de Champagne

Avenue de Champagne

Headquarters of Boizel

Couldn't figure out what this building was...

Beautiful architectural buildings

First we took a long walk on the avenue, and got into some of rather smaller brands' houses to get a taste of their goodies before we visited the big boys. So our first stop was, Collard-Picard http://www.champagnecollardpicard.fr/, too bad, they were just about to close so I could only take a couple of photos for you.

Cellar closed :(

Walking further up the avenue, we walked into a very nice house of Paul Etinenne Saint Germain.  A Glamorous and Contemporary House. The Maison PAUL-ETIENNE SAINT-GERMAIN was created out of the love and passion Agnès and Jean-Michel Lagneau had for their native land of Epernay, their rich winegrowing culture and their attachment to family history. As far back as they can remember, they have never left the authentic world they so love. After 20 years spent in the higher spheres of local economics (including LVMH), Jean-Michel fulfilled his dream and created, with his wife Agnès, his own make of champagne, Paul-Etienne Saint-Germain, in a sublime tribute to his children, Pauline and Etienne. Made from excellent varieties, Chardonnay and Pinot Noir Grands Crus, for a prestigious clientele, Relais & Châteaux, Leading Hotels of the World, in the most high-end national and international resorts, Paris, Deauville, Courchevel, Cannes, Saint-Tropez, New York, Miami… 

Jean-Michel is very passionate of his job, and very friendly. Despite of my 16 months old daughter running around the house, I have tried listening to his success story as well. Again, he underlined one rule of his sales strategy: He is neither using distributors, nor large wholesalers. Why? Because his customers buy directly from him, thus, he tends to keep a very direct, discreet and loyal relationship with them. He is not into making millions in a year, yet, he is rather interested in keeping a nice touch directly with the customer. I asked him if he had any exports to Turkey, he said no.

House of Paul-Etienne Saint Germain

I have tried three kinds, Rose, Charme, and Exeption and I must say that Exeption took me by surprisingly well balanced and fruity taste. According to JeanMichel, some champagne experts event told him that the Exeption's taste is far better off then MoetChandon. My opinion? Very close, and may be equally good....I would definitely recommend you to visit him, and taste of his finest sparkling wine menus starting from 9 Euros in a beautiful home atmosphere.

Mr. Jean-Michel Lagneau

Coming up next:

The Big Boys: Perrier Jouet and Moet Chandon (Dom Perignon)