In the world of champagne, some houses choose prestige, protocol and grand statements. Others would rather put people, pleasure and terroir back at the centre. That is exactly the spirit of Amis de Beauregard.
Behind the project sits, above all, a story of friendship, passion and the wish to do things differently. A simple vision: to shine a light on the work of small growers in the Vallée de la Marne and make good champagne more approachable, more alive and more spontaneous.
A venture between friends
The story begins with two childhood friends: Julien L. and Yohann. Brought together by a shared passion for wine and champagne, they imagine a label able to break the traditional codes.
Their ambition isn’t a house frozen in convention, but a modern, human and refreshing take on the great French bubbles.
Julien N. soon joined to bring his expertise and deepen the project. Together they developed a range of cuvées putting forward committed growers from the Vallée de la Marne, a region closely tied to Julien L.’s family roots.
Their philosophy is clear: offer authentic, approachable and sincere champagnes, with no needless intermediaries and no complicated talk.
Putting small growers back at the centre
At Amis de Beauregard, champagne always begins in the vineyard.
The house works hand in hand with growers who share the same values: respect for the terroir, love of the craft and a search for authenticity. That closeness makes it possible to create singular cuvées that genuinely reflect where they come from and the skill behind them.
In a region often dominated by large houses and large volumes, this approach brings artisan work and the personality of Champagne’s terroirs back to the fore.
Every bottle becomes more than simply champagne: a meeting between people, a terroir and a shared idea of pleasure.
Champagne without elitism
One of the strengths of Amis de Beauregard is the wish to make champagne simpler and more accessible.
You don’t need to be an expert or a collector to enjoy a bottle here. No complicated jargon, no intimidating codes. Champagne is thought of first as a moment to share.
That philosophy breaks with the sometimes over-serious or unreachable image of Champagne. A good champagne isn’t necessarily the one kept for years in a cellar or opened only for great occasions. It is above all the one you enjoy sharing with the people close to you.
That relaxed approach gives champagne back its convivial, spontaneous side.
A modern, refreshing identity
The spirit of Amis de Beauregard also comes through in the look and the tone.
The faces on the labels are the founders themselves, a reminder that behind every bottle there is a real human venture. A simple, sincere way of creating a direct link with champagne lovers.
The house also stands for a freer approach to champagne: less formal, more festive, more natural.
Because at bottom champagne remains a bottle made to create memories, to share moments and to go with simple pleasures.
Why we like this approach at Terroir
At Terroir we share that vision: putting committed producers forward, telling their story and valuing sincere products over standardised marketing.
Amis de Beauregard represents exactly that new generation of houses looking to reconnect champagne with pleasure, terroir and people.
A modern, approachable and authentic approach, a reminder that a great bottle doesn’t need to be complicated to be memorable.