"Modern Winemakers: Estelle and Armonie’s Feminist Champagne Brand"

Estelle is the modern winemaker, while Armonie is the committed entrepreneur. Even before turning 24, they decided to team up to create a feminist, modern, and activist Champagne brand. Officially launched on October 15, 2015, B.LIV Champagne is already celebrating its first anniversary. This milestone presents the perfect opportunity to speak with its founders...

Reflecting on Your First Anniversary

1. A year ago today, you sponsored the opening of Patty Smith’s "Horses" exhibition. How are things going now?

Armonie & Estelle: “We have expanded our clientele by offering half-bottles and magnums to restaurateurs and businesses, who are quite keen on these. We also continue to engage in events, but we make it a point to participate in those aligned with our dual commitment: advocating for feminist values and supporting the survival of small-scale Champagne producers. Last September, we decided to donate a portion of our annual revenue to organizations that fight for women’s rights…”

The Birth and Concept of B.LIV Champagne

2. How did the idea for B.LIV Champagne come about, and what is its concept?

Armonie: “We met while studying at a Parisian finance school a few years ago. At that time, Estelle, who comes from a family of Champagne producers, was preparing to take over the family business. As for me, the desire to start my own business was growing stronger. The idea came to me during a Happy Happening event organized by the magazine Au Féminin.com, which had chosen Heineken as a sponsor. Initially, I didn’t understand the connection between that brand and women. Since I was already involved in entrepreneurial activities, it sparked an idea. I called Estelle, and together, we conceived the idea of creating a Champagne brand that reflects us.”

Estelle: “The current Champagne market targets women, but it is mostly men who buy it. We wanted to change that by creating a bottle designed entirely for women, countering the stereotype that women only like rosé and sweet wines. Since we are a Champagne brand, we wanted to stay in the premium segment. That’s why we chose to start with a blanc de blancs, a prestigious Champagne with a bitter taste. We work closely with the cooperative cellar in the village of Berru to develop the cuvées. Once the Champagne is bottled, Armonie handles the design. The bottle is entirely handmade and represents a glamorous black dress and golden stilettos. The entire cuvée is designed as a work of art. The idea is that customers can keep it even after they’ve enjoyed the Champagne.”

Meaning Behind the Name "B.LIV"

3. What does the name "B.LIV" refer to?

A & E: “Several things. The 'B' stands for Berru, the name of the cooperative’s village. 'LIV' is a shortening of 'intoxication'. But it also includes the verbs 'believe' and 'live', which signify 'believe' and 'live' in English. Believe in ourselves, in our heroines, in our project, and in the Champagne terroir we represent. And live, as in keeping up with the times and aligning with what is happening in modern society…”

Your Heroines

4. Who are your heroines?

A & E: “Everyday women. Those who are independent, who take control of their lives, who are committed, and who embrace their femininity and ambition. We do not engage in elitism: it could be a woman starting her own business or a mother raising her child alone.”

Armonie: “If I were to mention a famous woman as an example, I would choose Emma Watson. She is a courageous and ambitious woman who uses her public image to advocate for meaningful causes. But I also think of iconic female figures from other eras, such as Olympe de Gouges or Simone de Beauvoir.”

Future Projects

5. What are your plans for the coming years?

A & E: “A vintage Champagne from 2007 will be ready by the end of November. We also plan to release a rosé Champagne with a more ‘girly’ touch for summer 2017. And, continuing our aim to contrast with what major brands offer, we are currently working on a more masculine-themed cuvée that is expected to debut in a year…”