In the world of Champagne, some houses focus on prestige, protocol and tradition. Others prefer to put people, pleasure and terroir back at the center. That is exactly the spirit of Amis de Beauregard.
Behind this project is, above all, a story of friendship, passion and a desire to do things differently. A simple vision: highlighting the craftsmanship of small producers from the Vallée de la Marne while making great Champagne more accessible, spontaneous and approachable.
An adventure born between friends
The story begins with two childhood friends: Julien L. and Yohann. Brought together by their shared passion for wine and Champagne, they imagined a brand capable of breaking the traditional codes of Champagne.
Their ambition was not to create another rigid and formal Champagne house, but instead to offer a modern, human and refreshing approach to fine French sparkling wines.
Shortly after, Julien N. joined the adventure to bring his expertise and strengthen the project further. Together, they developed a selection of cuvées designed to showcase passionate winemakers from the Vallée de la Marne, a region deeply connected to Julien L.’s family roots.
Their philosophy is simple: offer authentic, accessible and honest Champagnes without unnecessary intermediaries or complicated language.
Putting small producers back at the center
At Amis de Beauregard, Champagne always begins in the vineyard.
The house works closely with winemakers who share the same values: respect for terroir, passion for craftsmanship and authenticity. These strong relationships make it possible to create unique cuvées that truly reflect their origin and the expertise of the producers behind them.
In a region often dominated by large Champagne houses and high production volumes, this approach brings artisanal work and terroir personality back into focus.
Each bottle becomes more than just Champagne: it becomes the meeting point between people, place and a shared vision of pleasure.
Champagne without elitism
One of the greatest strengths of Amis de Beauregard is its desire to make Champagne simpler and more accessible.
Here, you do not need to be an expert or collector to enjoy a bottle. There is no complicated jargon or intimidating codes. Champagne is first and foremost about sharing and enjoyment.
This philosophy breaks away from the sometimes overly serious and exclusive image associated with Champagne. A great Champagne is not necessarily one that stays hidden in a cellar for years or is only opened for special occasions. It is, above all, a bottle meant to be enjoyed with friends and family.
This relaxed approach gives Champagne back its convivial and spontaneous spirit.
A modern and refreshing identity
The spirit of Amis de Beauregard is also reflected in its visual identity and tone.
The faces featured on the labels directly represent the founders and remind people that behind every bottle is a real human story. A simple and honest way to create a direct connection with Champagne lovers.
The house proudly embraces a freer vision of Champagne: less formal, more festive and more natural.
Because in the end, Champagne is above all about creating memories, sharing moments and enjoying life’s simple pleasures.
Why we love this approach at Terroir
At Terroir, we share the same philosophy: highlighting passionate producers, telling their stories and valuing authentic products over standardized marketing.
Amis de Beauregard perfectly represents this new generation of Champagne houses reconnecting Champagne with pleasure, terroir and human values.
A modern, accessible and authentic approach that proves a great bottle does not need to be complicated to be memorable.
👉 Discover the Amis de Beauregard selection on Terroir