Laurent Perrier

Laurent Perrier is a Champagne house based in Tours-sur-Marne, in France’s Champagne region. Established in 1812 by Alphonse Pierlot, a former cooper and bottler, the business developed from a small wine operation into the principal company of the Laurent-Perrier Group. The group’s wider portfolio has included the Champagne houses Salon, Delamotte and De Castellane, as well as Château Malakoff, acquired in 2004. The company’s identity was shaped by a succession of owners and family stewards. After Pierlot’s death, his cellar master Eugène Laurent inherited the enterprise and operated it with his wife, Mathilde Emilie Perrier. Following Eugène Laurent’s death in 1887, Mathilde assumed control and added her own family name to the business, which became known as Veuve Laurent-Perrier. Under her management, production expanded substantially, reportedly reaching 50,000 cases before the disruption caused by the First World War. After the war, the house worked to develop the British market with the assistance of Alexander Fletcher Keith Mackenzie. When Mathilde died in 1925, ownership passed to Eugénie Hortense Laurent. Facing the effects of the earlier war and the prospect of another European conflict, she sold the business in 1939 to Mary-Louise Lanson de Nonancourt. The new owner used substantial personal resources to preserve the company during the Second World War, including mortgaging Champagne stocks that had been concealed during the conflict. Bernard de Nonancourt became the decisive figure in the modern development of Laurent Perrier. After returning from the war, he was trained in Champagne production and management through experience at the Lanson and Delamotte houses. He took ownership in 1949 and built Laurent Perrier into one of the largest family-controlled Champagne companies. The de Nonancourt family continues to hold majority ownership of the group. Laurent Perrier’s business focuses on the production and sale of Champagne, including brut styles, rosé Champagne and prestige cuvées. Its best-known offerings include Cuvée Rosé and Grand Siècle. The house is positioned at the premium and luxury end of the sparkling-wine market, with an emphasis on refinement, freshness and a recognizable house style. Its supply network includes contracts with more than 1,200 grape growers, while its products are exported to more than 120 countries. The company established wholly owned or controlled commercial operations in the United Kingdom in 1978, Switzerland in 1992, the United States in 1998 and Belgium in 1999. It also developed distribution partnerships in Japan and became an official Champagne partner of Relais & Châteaux in 2001.

Laurent Perrier traces its origins to 1812, when Alphonse Pierlot purchased two parcels in Tours-sur-Marne known as Plaisances and La Tour Glorieux. Pierlot had worked as a cooper and bottler, giving the new enterprise a foundation in the practical production and handling of Champagne. He later left the business to his cellar master, Eugène Laurent, who ran it with his wife, Mathilde Emilie Perrier. The company entered a new phase after Eugène Laurent died in 1887. Mathilde took control and incorporated her family name into the business identity, creating the name Veuve Laurent-Perrier. The term “veuve” identified her as a widow. Her leadership brought strong commercial growth: the house is reported to have reached production of approximately 50,000 cases. This expansion was interrupted by the First World War, which damaged the broader Champagne economy and disrupted trade. In the postwar period, Laurent-Perrier pursued export development, particularly in Britain. Veuve Mathilde engaged Alexander Fletcher Keith Mackenzie to introduce and market the brand in the United Kingdom. After her death in 1925, the company passed to Eugénie Hortense Laurent. Economic and political uncertainty, including the approach of the Second World War, led Eugénie to sell the business in 1939 to Mary-Louise Lanson de Nonancourt. Mary-Louise de Nonancourt played a critical role in protecting the house during wartime. She committed much of her available capital to keeping the business alive and at one point mortgaged Champagne stocks that had been hidden inside a wall. Her elder son Maurice died during the war in the Oranienburg concentration camp, leaving Bernard de Nonancourt as the family’s principal successor. After the war, Bernard was trained in Champagne production and commercial management through the Lanson and Delamotte houses. In 1949, he became the owner of Laurent Perrier. His tenure transformed the company into one of the largest family-owned Champagne houses and established the modern Laurent-Perrier identity. The de Nonancourt family has continued to retain majority ownership. From the late 1970s onward, the business expanded its international infrastructure. It created a United Kingdom subsidiary in 1978, followed by operations in Switzerland in 1992, the United States in 1998 and Belgium in 1999. The group also pursued partnerships and portfolio expansion. In 2001, Laurent-Perrier became an official Champagne partner of Relais & Châteaux. In 2003, it helped establish JEROBOAM Co., Ltd. in Japan with Hugel, Perrin and other French and Japanese partners to distribute fine wines. In 2004, the Laurent-Perrier Group acquired Château Malakoff. The modern Laurent-Perrier Group is built around the Laurent-Perrier house and also includes or has included other Champagne brands such as Salon, Delamotte and De Castellane. Laurent Perrier contracts with more than 1,200 grape growers and exports to over 120 countries. Its principal commercial identity remains that of a premium Champagne producer, with a portfolio spanning brut, rosé and prestige wines. The brand’s international profile and long family history support its positioning in luxury hospitality, celebratory consumption and the global premium-wine market.

1. 2004Château Malakoff joins the group

   Laurent-Perrier Group acquires Château Malakoff as part of its broader brand portfolio.

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2. 2003JEROBOAM is created in Japan

   Laurent-Perrier participates in the formation of JEROBOAM Co., Ltd., a fine-wine distribution network serving Japan.

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3. 2001Relais & Châteaux partnership begins

   Laurent-Perrier becomes an official Champagne partner of Relais & Châteaux.

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4. 1999Belgian subsidiary is established

   The group adds Belgium to its network of wholly owned or controlled international operations.

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5. 1998United States subsidiary is established

   Laurent-Perrier creates a direct commercial presence in the United States.

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6. 1992Swiss subsidiary is established

   The group extends its direct international commercial structure to Switzerland.

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7. 1978United Kingdom subsidiary is established

   Laurent-Perrier begins its later international subsidiary strategy with a wholly owned commercial operation in the United Kingdom.

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8. 1949Bernard de Nonancourt becomes owner

   Bernard de Nonancourt takes ownership after wartime service and training at Lanson and Delamotte, beginning the modern family-led development of Laurent Perrier.

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9. 1939Mary-Louise Lanson de Nonancourt acquires the house

   Eugénie sells the company to Mary-Louise Lanson de Nonancourt amid the economic and political uncertainty preceding the Second World War.

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10. 1925Ownership passes to Eugénie Hortense Laurent

    Following Mathilde’s death, the company is inherited by Eugénie Hortense Laurent.

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11. 1887Mathilde Perrier takes control

    After Eugène Laurent’s death, his widow Mathilde assumes control and adopts the Veuve Laurent-Perrier name.

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12. 1812Alphonse Pierlot establishes the Champagne business

    Former cooper and bottler Alphonse Pierlot purchases the Plaisances and La Tour Glorieux parcels in Tours-sur-Marne, establishing the enterprise that later becomes Laurent Perrier.

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Premium and luxury Champagne house positioned around elegance, freshness, refinement, heritage and international hospitality.

• Laurent-Perrier Brut ChampagneBrut Champagne

  The house’s core brut offering represents its principal expression of non-vintage Champagne. It is positioned as an accessible entry to the Laurent-Perrier range while carrying the brand’s premium image and emphasis on freshness, balance and elegance. Specific blend composition and current technical details are not established in the supplied reference material.

• Laurent-Perrier Cuvée RoséRosé Champagne

  Cuvée Rosé is one of Laurent Perrier’s most recognizable flagship products and a major representation of the house’s rosé Champagne activity. It supports the brand’s luxury positioning and is associated with refined presentation, celebratory occasions and international hospitality. The supplied sources do not specify its original launch year or detailed production method.

• Laurent-Perrier Grand SièclePrestige cuvée

  Grand Siècle is Laurent Perrier’s prestige offering and one of the house’s principal flagship cuvées. It serves the upper end of the portfolio and reinforces the company’s association with luxury dining, special occasions and premium Champagne craftsmanship. The supplied reference material does not provide a verified launch year or current blend specifications.

• 2003JEROBOAM Japan fine-wine distribution initiative

  Japan

  Laurent-Perrier joined French and Japanese partners, including Hugel and Perrin, in establishing JEROBOAM Co., Ltd. to market fine wines in Japan.

  Outcome. The initiative created a dedicated distribution network for premium wine brands in the Japanese market.

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• 2001Relais & Châteaux Champagne partnership

  International

  Laurent-Perrier became an official Champagne partner of Relais & Châteaux, aligning the house with an international hospitality organization focused on distinctive hotels and restaurants.

  Outcome. The partnership connected the brand with the luxury hotel and fine-dining sector.

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• 2004Acquisition of Château MalakoffM&A

  Laurent-Perrier Group was expanding its portfolio of wine and Champagne businesses.

  What changed. The group acquired Château Malakoff.

  Aftermath. Château Malakoff became part of the group’s wider collection of flagship and associated wine brands.

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• 2003Creation of a Japanese fine-wine distribution networkStrategy

  Premium wine producers sought specialized distribution structures in Japan.

  What changed. Laurent-Perrier joined Hugel, Perrin and other private partners to create JEROBOAM Co., Ltd.

  Aftermath. The partnership provided a dedicated channel for marketing fine wines in Japan.

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• 1978International subsidiary expansionStrategy

  Laurent Perrier sought to strengthen direct control over overseas sales and distribution.

  What changed. The group established a wholly owned subsidiary in the United Kingdom, later followed by operations in Switzerland, the United States and Belgium.

  Aftermath. The company built a broader international commercial platform supporting exports to more than 120 countries.

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• 1949Bernard de Nonancourt takes ownershipStrategy

  After the Second World War, Bernard de Nonancourt had received training in Champagne production and management at Lanson and Delamotte.

  What changed. He became owner of Laurent Perrier and developed it as a major family-owned Champagne house.

  Aftermath. The company entered its modern period of family-led growth and international expansion.

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• 1939Change of ownership during the prewar periodStrategy

  The company faced the continuing effects of the First World War and the prospect of another major European conflict.

  What changed. Eugénie Hortense Laurent sold the business to Mary-Louise Lanson de Nonancourt.

  Aftermath. The de Nonancourt family became the long-term controlling family behind the house and later its group.

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• 2004Laurent-Perrier acquires Château Malakoff

  Laurent-Perrier Group acquired Château Malakoff, expanding the group’s portfolio beyond its core Laurent-Perrier Champagne brand.

  M&A
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• 2003JEROBOAM distribution network is created in Japan

  Laurent-Perrier joined Hugel, Perrin and other French and Japanese private partners in creating JEROBOAM Co., Ltd., a Japanese fine-wine distribution network.

  Other
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• 2001Laurent-Perrier becomes a Relais & Châteaux Champagne partner

  Laurent-Perrier became an official Champagne partner of Relais & Châteaux, linking the house with an international network of distinctive hotels and restaurants.

  Campaign
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• 1978Laurent-Perrier establishes international commercial subsidiaries

  The group began building a network of wholly owned international subsidiaries, starting with the United Kingdom and later extending to Switzerland, the United States and Belgium.

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1. Laurent-Perrier
2. Laurent-Perrier official website