Why family matters at Champagne Duval-Leroy
From tragedy to triumph, the last 35 years have been a complex era for family maison Champagne Duval-Leroy. db examines how it has flourished as the family’s sixth generation begins to make its mark.
You have to wonder how Carol Duval-Leroy has done it all. Nicknamed ‘the lady of Champagne’ at the eponymous house, she revitalised its commercial fortunes, developed a leading sustainability programme and smashed glass ceilings in the region. Most impressively, she accomplished all that while raising three boys as a single parent.
Her story is oft-repeated, but remarkable nonetheless. She married Jean-Charles Duval-Leroy, the fifth generation head of the house, in 1981 and together they had three sons. Jean Charles developed the winery, beginning substantial upgrades to its facilities and expanding its range.
In 1991, however, his untimely death left her in charge. Carol was left a task by her husband: to run the family maison so that their sons could continue the business. She had a family to raise, but also more than a century of family history to safeguard.
She did far more, in fact, than just safeguard the house. Carol became one of the most influential voices in the region, emerging as a standard-bearer for the women of Champagne at a time when the industry was still dominated by men.
Continuing Jean-Charles’ legacy, she oversaw production at the new facility and realised his vision for a new prestige cuvée, which she named Femme de Champagne. The house, whose future had seemed in doubt, was secure and thriving.
Yet she pushed it further. Already mindful of the importance of caring for the land – Champagne Duval-Leroy had been in the industry since 1859, after all – Carol made sustainability a core commitment for the house. It was a leader in Champagne in achieving both HVE (high environmental value) and organic certification for its vineyards and wines.
She also made a remarkable impact on the region as a whole. In 2007, she became president of the Association Viticole Champenoise, the first woman to head the trade body. A year later she gained wider recognition, receiving the Legion d’Honneur, France’s highest award.
Growing as a family
It is an impressive resumé for ‘the lady of Champagne’. You could, however, now add ‘mother of Champagne’ to her titles: her three sons have now joined the company and are building on Champagne Duval-Leroy’s impressive legacy. With the maison on a secure footing, between them they are letting the world know its strength and quality.
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Julien Duval-Leroy has worked at the family company for many years, but two years ago became président du directoire (or chairman of the board). He bears administrative and financial responsibility for the house and oversees vineyard relations.
His brother Charles Duval-Leroy ran his own marketing agency before joining the family maison as managing director. His remit, unsurprisingly, includes marketing and communications, as well as global sales.
Louis Duval-Leroy, meanwhile, handles public relations and represents the house across France. In particular, he is a regular fixture in the nation’s hospitality and sommelier schools, introducing the next generation of the trade to Champagne Duval-Leroy.
Together, the three are realising the potential of the house. Still family-owned, but at a large enough scale to achieve global reach, Champagne Duval-Leroy is entering a new era under this sixth generation. With more than 15 cuvées spanning key categories – single plot, grand cru, premier cru, organic, prestige and more – its offering has never been more diverse.
Indeed, the central challenge facing the brothers now is to make the world listen. As Julien commented to Patrick Schmitt MW earlier this year: “We are trying to get our message to the public that we are a little jewel of a house.”
The mission to communicate the brand is taking many forms. Beyond Louis’ trips to colleges, the house has reached out to the world of gastronomy, for instance in partnering with Michelin-starred chefs on individual cuvées. Yet there is also a more innovative approach to its brand positioning; for instance, it has collaborated with tattoo artists on special releases and made a fencing champion its official sabreuse.
Having entered the new millennium under difficult circumstances, Champagne Duval-Leroy is making every effort to become a global house in the 21st century. The extraordinary ‘lady of Champagne’ may have laid the groundwork, but the fresh thinking and energy of her three sons means the maison is at an exciting stage in its development.
Of course, Carol is not stepping away. What parent could resist guiding and cajoling three sons? But after a period where she had to single-handedly preserve the family business, it is welcome to see Champagne Duval-Leroy firmly marking its territory as one of the region’s true family businesses. Six generations in, nothing has changed that guiding principle.
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