Champagne Thiénot to open boutique hotel in Reims
Champagne Thiénot is to mark its 40th anniversary this year with a striking move into wine tourism as it opens a boutique hotel, bar and spa, as well as cellar experience, all in the heart of Reims.
Called Le 3, after its address at 3 Rue du Marc in the city, the new offering takes a high-end and modern approach, although it occupies a historic building not far Veuve Clicquot’s Hôtel du Marc – a 19th-century mansion once home to the Widow Clicquot, and now only open for private tours and tastings.
Maison Thiénot was founded by Alain Thiénot in 1985, and now sees the independent operator run by his children, Garance and Stanislas, who are said to be “guiding the house into a dynamic new era”.
As part of this, on 22 September, Thiénot unveiled Le 3 to offer the public “an immersive journey through Champagne tradition and innovation, with restored cellars, interactive exhibits, and an open-air garden,” according to the house.
The venue also includes a vinothèque with Champagnes going back to the first vintage expression made by the house from the 1985 harvest, as well as a cuverie – as you can see in the video below.
Furthermore, next month, Le 3 will expand further with the opening of a Champagne rooftop bar and spa, as well as boutique hotel with 12 rooms.
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As part of this, guests will be able to sip Thiénot’s wines with views across to Reims Cathedral, which is one of the world’s greatest surviving examples of Gothic architecture.
Thiénot’s addition to the tourist scene in Reims is part of a wider investment in wine experiences by Champagne producers as the number of visitors to the region rises.
As previously reported by the drinks business, in 2023, 7.5 million people visited Reims, and it’s a number that’s expected to grow.
In 2026, Reims, in particular, is expecting a surge in visitors when major renovation work on the Palais du Tau and Musée des Beaux-Arts is complete, which will also be supported by upgrades to roads and the public transport system.
Meanwhile, in the town of Epernay, which is classed as the capital of Champagne, a series of massive construction projects are nearing completion as major changes are afoot for the town – in particular a green space in place of huge car park and a new hotel with a spa as well as shops on the ground floor.
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