The Art of Quiet Luxury in a Glass

ARTICLE

The Art of Quiet

Luxury in a Glass

PUBLISHED ON THE EDITION 222 OF THE CREATIV VERPACKEN MAGAZINE
PAMELA TAILOR | SEPTEMBER 2025

There are stories that sound almost too cinematic to be true. The renaissance of Champagne de Lossy is one of them. A story infused with mystery, aristocratic origins, a sleeping château, rise and fall, aesthetic devotion, and a strong call. The resurrection of the brand is not a comeback guided by nostalgia, but by vision, soul, and impeccable taste.

It all began with an email in September 2022. Not a grand marketing strategy or a bold investor pitch — just a simple subject line: “Le Château de Rilly for sale.” For Sébastien Besson, former CEO of the prestigious Armand de Brignac champagne brand from 2014 until its sale to LVMH in 2021, it

was the start of something unexpected. Curiosity led him to a forgotten estate — and an equally forgotten name: a 19th-century champagne house that had once circled the globe, graced royal tables, then quietly faded from view, as if under a spell, waiting to be awakened.

The château was built in 1862 by Henri-Alexandre de Lossy, Baron de Ville de Maugremont — a 19-year-old aristocrat descended from the Cavendish and De Lossy families. With a vision as grand as his lineage, he carved vast cellars beneath the estate and set out to create a champagne worthy of the world stage. Its second life began under Jonathan Holden, a wealthy English entrepreneur who owned the largest wool factory in Reims. He transformed Champagne de Lossy into a global name by the 1890s. It appeared on menus at royal banquets, in mystery novels, and even on dinner tables in New York. It was served to the French president and known to be the favorite of the Prince of Wales, son of Queen Victoria. And then came silence. War, time, and neglect closed the curtain on a house that had once stolen the scene.

Now, more than 160 years later, the brand returns. The redesign balances heritage and innovation. One of its most striking elements is the use of embroidery as a label, delicately affixed to the glass bottle. The monogram — DL — stitched in golden thread, invites both the eye and the hand. Its form was inspired by nature — echoing the graceful curl of a vine tendril. Quietly bold, the embroidery evokes the spirit of haute couture. It carries a whisper of Jonathan Holden, whose world once revolved around fine thread.

“You cannot respect tradition without innovation. You have to keep on innovating if you want tradition to stay alive. If you leave things the same way, that’s not tradition, that’s death.”

Sébastien Besson

Instead of inventing a new shape, the team chose the classic lightweight Champenoise silhouette — but with a customized green hue to give it quiet intensity.

At the heart of the house is a principle: the Art of Gratitude — for nature, and for the people who shaped this region. Most grapes come from nearby vineyards visible from the château. Leading this vision is Chef de Caves Alexandre Cattier, a 13th-generation winemaker. With fewer than ten artisans, he oversees each bottle from vine to glass — a hands-on approach that ensures care and character.

Elegance needs no introduction, and Champagne de Lossy knows it.

In its quiet return, the house has already found itself in exceptional company: a collaboration with Rolls-Royce, moments shared with Audemars Piguet in Saint-Tropez, the Mandarin Oriental in Lake Como, and Formula 1 in Monaco. But these are not declarations of status — they are reflections of alignment. Of taste. Of gratitude. Of timelessness. At its heart, Champagne de Lossy is about doing things well, with great people, and full transparency — creating champagne that not only celebrates tradition, but elevates the experience of those who open it.

IMPRESSUM