Grab a glass and join us for a lively new episode of Behind the Label, where we sit down with Maxime Pierlot, General Export Manager at A. Bergère Champagne. We dive straight into the action around a blind tasting built on one simple but tricky question: “Champagne or not Champagne?” From the first sip, we taste, debate, challenge our assumptions, and let the wines speak.
Along the way, Maxime takes us inside the world of A. Bergère: a family grower Champagne shaped by five generations, driven by terroir, and guided by a bold, modern vision. We talk about the rise of grower Champagnes, the importance of blending versus plot wines, Champagne at the table, still wines from Champagne, climate change, and even the future of non-alcoholic wine.
It’s geeky, honest, playful, and deeply human. If you love Champagne, blind tastings, and behind-the-scenes stories from the people who make the bottles you drink, this episode is made for you. Tune in, you might just rethink what’s in your glass.
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A summary of the interview with Maxime Pierlot
An international perspective rooted in Champagne
Maxime Pierlot, General Export Manager at A. Bergère Champagne, joined the Behind the Label podcast while traveling in Hong Kong, offering a global yet deeply personal view of Champagne. Born near the Champagne region and surrounded by growers from a young age, he naturally gravitated toward wine. His professional path took shape through a long-standing friendship with Adrien, now the head of the family estate, who introduced him to the business side of wine and Champagne.
The story of A. Bergère: five generations of evolution
A. Bergère is a grower Champagne with a distinctive history. While earlier generations focused on grape growing and selling to major houses, a turning point came in 1949 when Adrien’s grandfather created the A. Bergère brand. Since then, each generation has contributed to the estate’s growth. Today, the family owns 65 hectares across key Champagne terroirs, with 45 hectares dedicated to A. Bergère. Chardonnay dominates the vineyards, complemented by Pinot Noir and Meunier, reflecting the house’s elegant, terroir-driven style.
A philosophy centered on terroir and wine first
According to Maxime, A. Bergère considers itself “wine first, Champagne second.” Since Adrien returned to the estate in 2014, the focus has shifted toward expressing individual terroirs while respecting Champagne’s blending tradition. The house produces both blends and selected plot wines, aiming to showcase diversity without losing balance. Experiments with forgotten grape varieties like Petit Meslier and long aging on lees highlight this exploratory yet respectful approach to tradition.
Champagne, gastronomy, and modern drinking culture
Maxime emphasizes Champagne’s growing role at the table, not just as an aperitif. He believes A. Bergère wines are particularly suited to gastronomy, pairing naturally with food and reflecting moments of sharing rather than technical tasting alone. He also shared a clear stance on non-alcoholic wine, viewing it as a separate category that should not replace wine’s cultural and historical identity. For him, the future lies in educating consumers to “drink less but better” rather than removing alcohol from wine altogether.
Innovation beyond bubbles: Coteaux Champenois
The conversation also explored still wines from Champagne. A. Bergère now produces Coteaux Champenois, including a limited-production Pinot Noir, selected from specific plots and made with the same rigor as Champagne. For Maxime, these wines are not a by-product but a deliberate expression of what Champagne terroirs can achieve in a changing climate, reinforcing the estate’s identity as a true wine producer.
A vision for the future
Throughout the interview, Maxime conveyed a balanced vision: respect for Champagne’s heritage, openness to innovation, and responsibility toward consumers. Whether through sparkling wines for celebration or still wines to surprise seasoned drinkers, A. Bergère aims to share emotion, place, and authenticity. One bottle at a time.
The reveal: Champagne or not Champagne?
At the end of the tasting, the wines are unveiled:
- Pelorus Sparkling Wine, from Cloudy Bay (Malborough, New Zealand)
- Bubulle, Pétillant Originel, from Domaine Lise and Bertrand Jousset (Montlouis sur Loire, France)
- Les Peignottes, Extra Brut, Oger Grand Cru 2018, from Domaine A. Bergère (Champagne, France)
Has Maxime been duped by the bubbles? Find out in the video!
Maxime Pierlot’s recommendations
- Discover Champagne A. Bergère
- Shoutout to Silène, wine bar in Hong Kong, for welcoming us