I was working through one of my new wine books, Bursting Bubbles by Robert Walters, when I came across this snarky little gem on page 76 about a mystery négociant running a tourist trap on the Avenue de Champagne in Epernay.
I will not name it, for reasons that will soon become obvious. This producer offers us a typical example of how a small, mediocre house can use an address on the avenue in an attempt to raise the prestige of it brand and sell more wine. You will not find the wines of this producer listed in any decent Champagne guide–the wines do not merit it. They are searing tart concoctions of battery acid plus sugar, with no trace of fruit.
The quote comes from a chapter where the author previously visits the house of Moët & Chandon and throughout the book you can easily gleam his general disdain for large négociant houses that produce wines more of manipulation and marketing rather than terroir. In other chapters, the author visits smaller growers like Egly-Ouriet and Jacques Selosse and talks about the need to bring Champagne back to where it is thought of and treated like a wine more than just a brand.
Readers of my previous posts about the wines of Louis Vuitton Moët Hennessy and Roederer will probably garner that I do have some sympathy with Robert Walters’ view point and, overall, I’m enjoying reading Bursting Bubbles.
However, I’m thoroughly intrigued about the identity of our battery acid Champagne house and decided to go on a little mystery hunt.
Let’s look at some of the clues.
1.) They have offices or at least a visiting center on the Avenue de Champagne in Epernay.
2.) They seem to be relatively close to Moët & Chandon.
3.) They are a négociant.
4.) They won’t be found in any “decent” Champagne guide.
5.) They apparently own service apartments available for rent on the Avenue de Champagne.
Clue #1 and #2 – Avenue de Champagne close to Moët & Chandon
Trying to find an exact list of all the houses on the Avenue de Champagne was a bit difficult. There are several pages that list many of the “famous names” like:
Moët & Chandon
All of the above names are duly famous and capable of selling wines apart from a prestigious address so I feel fairly certain they should be all ruled out. Plus, I would be shocked if anyone ever described the wines of Pol Roger, Pommery or de Venoge as “battery acid”.
Taking to Google Maps and starting by Moët & Chandon, we see something labeled as “Winery MCHS” which appears to be owned by Moët & Chandon followed by Perrier-Jouët, Champagne Collard-Picard, winery Haton Claude (which doesn’t even have a complete Yelp page), winery Moreau André (also doesn’t have much of an internet presence), Champagne Esterlin and Champagne A. Bergère.
Clue #3 – They are a négociant
As far as I can tell, all the names on this list are négociants with the exceptions of Champagne Collard-Picard (a récoltant manipulant) and Champagne Esterlin (a cooperative)–which removes them from consideration. Since our mystery “battery acid producer” seems to be making deliberate attempts to target tourists, it’s likely that they would have a more significant online presence than the Haton Claude and Moreau André wineries so I feel it is safe to rule them out as well.
Clue #4 – They won’t be found in any “decent” Champagne guide
This is a bit vague since it is up for grabs as to what Robert Walters considers a “decent” Champagne guide or not. In an intro chapter he does recommend Peter Liem’s Champagne box set, Michael Edwards’ The Finest Wines of Champagne and Tyson Stelzer’s The Champagne Guide.
At the moment, I only have Liem’s guide, David White’s But First Champagne and Christie’s World Encyclopedia of Champagne & Sparkling Wine.
After narrowing it down from the above list, I searched through my 3 guides for any entries about:
Champagne De Castellane
Champagne A. Bergère (Andre)
David White’s But First, Champagne is heavily tilted towards grower producers so it was not a surprise that I came up empty on all 3 in that book. Though while Peter Liem gives almost equal attention to négociants and growers, I also came up empty in that guide.
But with the far more exhaustive Christie’s encyclopedia I found an entry for Champagne Comtess Lafond which describes the wine style as being “vinous with cream, nuts, spice, toffee note and a hint of deliberate oxidation.” They also have an entry on De Castellane where I learned that this house is part of the Laurent-Perrier, Salon and Delamotte ownership group making a house style with “plenty of freshness and fruit, not lacking in intensity or length, and absolutely clean.”.
There is an entry in Christie’s for an Alain Bergère, a grower producer in the Côte de Sézanne but I could not find anything for a Champagne Andre Bergère whose website says it was founded by Albert Bergère in Epernay in 1949.
Clue #5 – Apartments for rent on the Avenue du Champagne
Here it appears that several Champagne houses rent out extra apartment space for tourists. But of the 3 houses that we narrowed above, the only one I could find on Booking.com was Champagne André Bergère with a very nice “Awesome” rating of 9.2 out of 10 from Booking.com users.
Perhaps the house of Champagne A. Bergère is the “battery acid” tourist trap that Robert Walters dismisses in his book. Perhaps not. I, myself, am always hesitant to write off an estate until I experience it firsthand. I’ve yet had the privilege of strolling down the Avenue de Champagne but when I do, I’ll keep an eye out for these tourist traps and will probably make an effort to try the wines just so that I can form my own opinion.
Plus, the battery acid may add some character.