The long-standing Taittinger champagne dynasty is facing internal strife over a fizzy matter: non-alcoholic bubbly. The family rift came to a head when the great-grandson of the brand’s founder decided to collaborate with rival champagne house Moët & Chandon.
Pierre-Emmanuel Taittinger, the family’s honorary chairman, firmly stated his opposition to producing an alcohol-free version of their renowned champagne. In an interview with The Telegraph, he asserted, “Alcohol is alcohol. When we go to alcohol, it’s because we don’t want to drink without alcohol. If you don’t want to pray, don’t go to church.”
This strong stance on non-alcoholic beverages contributed to his nephew, Rodolphe Frerejean-Taittinger, breaking away from the family business. Instead, he founded French Bloom, an alcohol-free sparkling wine brand, in 2021 with his wife Maggie and her friend Constance Jablonski. Moët Hennessy, the parent company of Moët & Chandon, recently acquired a minority stake in French Bloom.
The partnership was praised by the founders of French Bloom and Moët Hennessy for their shared vision of expanding the alcohol-free market and creating inclusive moments of togetherness. Despite the divergence from the Taittinger legacy, the brand emphasises its role in enhancing shared moments of pleasure among family and friends.
French Bloom’s alcohol-free sparkling wines, made from organic Chardonnay and Pinot Noir grapes, utilise an innovative winemaking and dealcoholization process. Priced at up to £109 a bottle, these beverages aim to blend French tradition with modern innovation, catering to those seeking alcohol-free options without compromising on quality or experience.
While the Taittinger family remains split over the move into the alcohol-free sector, French Bloom continues to thrive with its unique offerings available at prestigious retailers like Fortnum & Mason and Selfridges. The decision to embrace this evolving market reflects a commitment to catering to diverse consumer preferences and ensuring memorable moments for all.