In Conversation with Sebastien Besson, CEO of Armand De Brignac Lifestyle

IN CONVERSATION WITH SEBASTIEN BESSON CEO ARMAND DE BRIGNAC

© Haynsworth Photography; Pat Denton

Armand brand is continuing to grow a loyal following among the successful and cultivated global elite. Wine expert Tom Harrow talks exclusively to Armand de Brignac CEO, Sebastien Besson,about his background, the brand’s distinctive style and appeal, and the changing face of luxury today.

What was your background prior to joining Armand de Brignac? “I’ve enjoyed a varied career. I was in the military: - A sergeant in the French Air Force, chief of staff for the Head of Finance at an airforce base in Paris, where the presidential fleet was kept; and then I was in banking and finance for a time, before making the move in to the drinks industry. I worked twenty years for Allied Domeq, on international taxation and corporate projects, across multiple wine and drinks properties, during which time the acquisition of Champagne Mumm’s Cuvée Napa in California was my entry in to the world of premium sparkling wines.

What attracted you to Armand de Brignac and how did you come to work for the company? “At the time I was the Managing Director of Russian Standard Vodka in the U.S. and I was approached by a head-hunter looking for someone who was New York based, a fluent French speaker, and experienced in acquisitions, for a newly acquired brand. I was subsequently fortunate enough to be chosen by the new owner of Armand de Brignac, Jay-Z, and was in fact his first employee postacquisition. For me one of the key appeals was the owner: Joining an organisation headed by such a charismatic, successful, multiple businessowner, and to help re-launch the brand was an amazing opportunity. There had not been a serious Prestige Cuvée Champagne created in the current generation and the challenge was exciting: I knew Armand was a strong, intriguing brand and something special, and like Laphroaig (Islay Single Malt) which I worked on at Allied Domeq, was one which whether you loved it or it wasn’t for you, was impossible to ignore.

What are the key tenets of Armand de Brignac? “Firstly our history and the quality of our vineyards: Alexandre Cattier is now 13th generation winegrower after his father Jean-Jacques earmarked exceptional sites at the turn of the century specifically to make a very special new Champagne. In the winery our emphasis on perfect fruit expression is important and our house style challenges the myth that older is better. We seek to find the balance between fruit and ageing and de Noirs is more intense, showing a different profile, that may be especially appreciated by experienced palates or in a gastronomic setting. Armand de Brignac is also distinct in that we experiment with a different tirage (vintage blend) in different sized bottles. Our Blanc de Blancs blend is different in magnum for example as the larger bottle ages differently and we want to create the best tirage for this (In bottle the blend is 09, 10 & 12 so aged 4 years on lees but in Magnum, it’s a blend of 05, 06 and 08 so aged 8 years on lees). This is not usual in Champagne. We also encourage an extended ageing or recovery period, post disgorgement, on the cork - which is different form ageing on the yeasts. e.g. - our Demi-Sec spends up to twenty four months in the cellar after being disgorged to give the higher dosage sufficient time to integrate fully.

“The most important element for me is understanding there is no such thing as luxury without innovation: - You have to put yourself in a unique, creative space. There is something very special and very different about Armand: Well beyond the distinctive bottle design, there is a unique blend of tradition and authenticity and pushing the envelope and I love the dichotomy between these elements. We are delighted by critical endorsement (the Blanc de Noirs recently received 96 points from Decanter and was voted best in class by one of the world’s foremost Champagne experts Essi Avellan MW), but what we find most important is the pleasure of consumer experience. Knowing loyal friends of the brand are enjoying their Armand de Brignac moments and returning repeatedly for more is the ultimate validation. Another change is that we have a completely different distribution network now, plus more new markets expanding worldwide: - Places like Mexico, Brazil and Kazakhstan have taken off, and our penetration in to China has become really significant. Key developments are the quality of our global resources, better control of our supply chain, expanding markets, allied to our ongoing mission to achieve perfection.

How do you view the brand positioning of Armand de Brignac and how is it differentiated from other prestige cuvée Champagnes? “Champagne is the drink of celebration, and the best successes deserve Armand de Brignac. We see our Champagnes as the reference point for the ultimate celebration of our consumers’ achievements and are delighted to share the moment with them. The consumer is central: We don’t care what other brands are doing, we care about satisfying the best people in the world with the best Champagne. We have a principle of no compromises and a hands on approach to everything, from the selection of the fruit to the quality of the materials used for the foil around the cork and the cardboard of our packaging.

“The most important difference is our extremely limited production compared to larger corporate brands. I believe in growth of course but the right way to achieve this is through quality not quantity and our focus is purely to make the best Champagne, have the best supply chain and the best communication, without restriction. None of our distributors have volume targets although ironically they are always asking for more stock

Above: The Cattier family is based in the Montagne de Reims and own 33 hectares of vines across some of the most lauded crus in Champagne. Top right: Each bottle of Armand de Brignac is finished with a unique dosage, which comprises the finest base wine of the harvest, aged for one year in new French Oak.

Armand de Brignac’s recent association with three-Michelin starred Arnauld Lallement (pictured) in Reims who launched a special menu pairing signature dishes to each of Armand de Brignac’s champagne.

and now all supply is on strict allocation. Growth is organic and global: From Nigeria to Singapore, Korea to Germany, our consumers are enjoying the Champagnes with their friends and expanding the network naturally. What exciting developments are we seeing and can we expect in the near future? “They are so exciting I can’t discuss them currently! I can say however that unless something is exceptional it will not be associated with Armand de Brignac. We have no marketing partnerships and if the discussion turns to contracts then we know this is not the right partner for us, but we work with affiliates who share our values and similarly appeal to sophisticated, confident, successful consumers. A good example is the Swiss watch brand Audemars Piguet, with whom we host regular events, and who epitomise limited production, quality and craftsmanship. Our most recent association is with three Michelin-starred Arnaud Lallement in Reims and again it was a natural and organic development, borne out of Arnaud’s longstanding friendship with Alexandre Cattier. In September we launched a special menu pairing signature dishes to each of Armand de Brignac’s Champagnes - the only place in the world you can enjoy all five cuvées (including the exceptionally rare Blanc de Noirs) by the glass. We are currently discussing a potential partnership with a very high-end family-owned château as their consumers love fine Champagne and ours love other wines but it’s too early for me to reveal more. © Cyrille George Jerusalmi

How is the luxury sector developing in terms of engaging with HNW consumers? “The Luxury industry in general is evolving very fast, as there has been such a transformation in consumer experience, and the market is increasingly global. A HNW consumer in Paris can have exactly the same interests and exposure to brands as a consumer in Shanghai, and given the globetrotting nature of our clients, can even be the same actual same person. Luxury brands need to identify these common aspirations, then find the best and most consistent way for consumers to experience them. For us the same client might first experience Armand at a wedding in India, next in St Tropez during the summer season, and then again in LA at a Christmas party so we need to accompany these lifestyle changes and remain relevant to changing patterns of consumption. However in all cases the story must remain the same because whilst being responsive to consumer demands you must remain true to your brand. The product needs to be authentic and the message consistent as consumers will not forgive disparities in different markets. Getting this right means the brand is equally relevant drunk in your London club, at your daughter’s wedding in Italy, or by the top clients to whom you gift bottles.

“We have a younger consumer base than most top Champagne brands, and it is important to maintain the right presence for this second generation, who are very astute when it comes to social media and confident communicating about their lifestyle.

Finally, apart from Armand de Brignac, what are your other passions? Ask anyone who knows me and the answer is Cars, cars, cars. I have always had a passion for luxury automotives and I’ve especially always loved British cars. I have learned a lot about the worlds of luxury and craftsmanship courtesy of my appreciation for Bentley and Rolls Royce - Henry Royce’s notion of always taking something and making it better has underpinned my own drive for perfection. Since a boy I’ve sought to understand and then follow his mantra “whatever is rightly done, however humble done is noble”. One can’t hope to live better than that.

Family Office Investor

Arnauld Lallement’s restaurant in Reims is the only place in the world where you can enjoy all five cuvées - Gold Brut, Rosé, DemiSec, Blanc de Blancs and Banc de Noirs Assemblage Two - by the glass.