Sebastien Besson, the CEO of French champagne brand, Armand de Brignac, was recently in Hong Kong for an intimate luncheon with a select few guests. We took this opportunity to have a tête-à-tête with him and get a deeper insight into the brand’s 250 years of history.

You have showcased six different varieties of Armand de Brignac champagne. What is the speciality of each?

We are very well known for the Gold Brut, our flagship champagne, which assembles three distinct grape varieties, Pinot Noir, Pinot Meunier and Chardonnay. Our next most famous offering is the Rosé, which is lighter on the palate and quite a favourite with the ladies. The Demi Sec is a sweeter champagne and can be paired quite well with desserts or can act as a complete contrast to spicy dishes. The Blanc de Blancs, a very limited collection, is a 100% Chardonnay and achieves the finest balance in terms of grapes used. A lot of people can make Chardonnay champagne but only a few know how to make the very best. The Blanc de Noirs is the rarest cuvée in the Armand de Brignac range and a highly coveted champagne among connoisseurs.

As a family-run business, how does Armand de Brignac ensure top-quality craftsmanship over generations?

As a family-run business, we like to time to nurture our champagne. We do not have to respond to market pressure, we have a long-term generational objective in everything we do. We want to innovate, we want to bring new things to the market, but at the same time, we won’t compromise our ‘classic’ style and quality. You can say, we take the time to do things right, always.

How do you ensure sustainability while harvesting?

Sustainability is a core principle of our vineyard management and all our owned lands are certified HVE level 3 – the highest grading from the French government – acknowledging the level of care we give to the environment, to protect it for future generations. We’re very preoccupied with our vines as well as with the ground they grow on. With that objective in mind, we have minimised the use of pesticides and have maximised the use of all things natural. It is okay to let weed grow, because it helps renewal of the ground.

What is the significance of the Ace of Spades logo?

The Ace of Spades logo was adopted by the brand centuries back. It fitted the modernism narrative of those times. Over the decades, the Ace of Spades has become synonymous with the Armand de Brignac champagne. The ‘A’ in the logo is a very intricate design and matches our French aesthetics.

Thank you.

Text: Suchetana Mukhopadhyay