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Wednesday 17 April 2024

Champagne producer seeks a cutting edge

The Champagne industry is hugely competitive.

You have Champagne houses owned by global conglomerates, family businesses and grower-producers all looking to sell to the same consumer base.

A point of difference can be a key selling tool - and Maison Duval-Leroy hopes to cut through by appointing French fencing champion Manon Apithy-Brunet as its official sabreuse.

The art of sabrage (the flamboyant technique for opening a Champagne bottle with a sabre) has been attributed to the Hussars who fought under Napoleon Bonaparte. 

They are said to have used this method of opening bottles when celebrating their victories.

Now, leading website the drinks business reports that artisan producer Duval-Leroy has launched a video filmed at the Château de Vaux-Le-Vicomte, 50km south-east of Paris, showing fencing champion Apithy-Brunet and Louis Duval-Leroy (the sixth generation of the family) perfecting the art of sabrage.

Duval-Leroy says mastering the art of sabrage calls for “a suitable weapon, a steady hand, finely-honed skills and a certain flair”, so naming sabre champion Apithy-Brunet to represent the Champagne house worldwide was “an obvious choice”.

Apithy-Brunet, who just happens to be very glamorous, is a two-time European sabre champion, Olympic teams gold medallist and will compete in the 2024 Paris Olympics.

Check out the video here:  

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