CEO Corner: A Sparkling Conversation With Martell Mumm Perrier-Jouët Chief César Giron

Photo Credit: Perrier-Jouët

César Giron was appointed chairman and CEO of Martell Mumm Perrier-Jouët (MMPJ), Pernod Ricard’s luxury entity of cognac and champagne in July 2015. He joined the Group in 1987 as a sales representative with Pernod before moving to the planning and budget department at SEGM. He was appointed managing director of Galibert & Varon in 1991, then sales director of Pracsa (Pernod Ricard España) in 1993, before heading to Singapore as the managing director of Perising. In 1996, he returned to Europe as sales director at Renault Bisquit and in 1999 he was named managing director of Perisem (Pernod Ricard Swiss). In 2003, he became CEO of Wyborowa, and in 2009 he took the role of chairman and CEO of Pernod SA. Here, he chats with Haute Living about Perrier-Jouët’s commitment to the arts and to sustainability, including the brand’s latest initiative, the biodiversity project Cohabitaire that launched in Champagne,this past September with designer mavericks Formafantasma. 

Photo Credit: Perrier-Jouët

Can you share insights on the long-term vision of Perrier-Jouët as it relates to practices the company has historically maintained and will continue to implement?

We are continuing to bring consistency by drawing in our commitment to nature to produce exceptional champagnes and preserve nature. For more than two centuries, the Perrier-Jouët vineyard has been carefully nurtured, contributing to the House’s reputation for the quality of its grapes. Almost a decade ago, the House began to adapt its vineyard practices to minimize pressure on the environment and help enrich biodiversity. Let me share a moment of history: back in the 19th century, Charles Perrier began to invest in exceptional vineyards which would later be awarded “Grand Cru” status. This was a bold strategy, which particularly resonates with our contemporary concerns towards nurturing our terroir. His innovative vision and peerless understanding of the terroir continue to inspire all of us to this day to prepare for the viticulture of the future.

What is the motivation behind Perrier-Jouët’s deep rooted interest in artistic partnerships and industry?

Art and Art Nouveau are deeply rooted in Perrier-Jouët’s DNA. The family loved nature. Our centrepiece, the 1902 bottle — decorated with a Japanese anemone flower — designed by Émile Gallé, embodies our artistic, creative and nature-loving DNA. Today’s creative collaborations help us to bring our commitments to a wider audience while cultivating a joyful, positive vision of the world. It is essential that our future collaborations allow us to continue to integrate design within the context of brand social responsibility, while maintaining our luxury positioning. Our designers’ commissions are about bringing things to life in a culturally meaningful way. We no longer speak to our
audience in the same way we did 100 years ago. I want to make sure we stay relevant today. When we choose a designer, it’s not just about preserving Perrier-Jouët’s heritage, it’s about bringing it to life. An artistic platform brings attention in a different way because it’s not only about the product; it’s the story that goes with it. Associating Perrier-Jouët with design enriches the story anyway for the final consumer. It’s a way of bringing new stories. Each time we create new design partnership it brings amazing attention to the Maison, to people who had never been interested in it. It’s a way of creating a dialogue and giving people the opportunity to discover the beauty of our
Maison. We continue to be present during key Art and Design momentum around the world, especially at the time of key art fairs such as Design Miami, Design Art in Tokyo or West Bund Art & Design in Shanghai, with the aim of giving visibility to commitment talents and designers. Just as designers have given us a lot to think about – what it means to be a brand in the world of design; their ideas lead us to question what it means to be a brand in the world of design.

Photo Credit: Perrier-Jouët

How does Perrier-Jouët differentiate itself as a key player in the art and luxury space?

A certain vision of excellence with a passion for artisanal savoir-faire elevated to the point of absolute perfection in our champagnes This is what shapes our uniqueness in the art and luxury space. A philosophy to maintain a very crafted approach in all projects, whether they are related to our exceptional cuvées from core range to Oenothèque Perrier-Jouët – the House’s reserve of rare vintages of the iconic Perrier-Jouët Belle Époque cuvée – or the artistic partnerships we create since more than 14 years. Finally, Perrier-Jouët identity is linked to a certain art of living, the way the house creates a moment around consumption, embodied into what we call Perrier-Jouët Banquet of Nature. This new experience invites creative talents to interpret the House’s pillars art, nature and champagne at the table. A moment to celebrate the excellence of Perrier-Jouët cuvées paired with gastronomy while inviting conversation about nature.

What sets the brand’s core practices apart from other competitors and how does it plan to do so over the next 10
years?

When dealing with champagne and viticulture, we need to have a long-term perspective in a collective effort rather than setting us apart, and not react to short term and situational challenges. We are facing high challenges and owe to the next generations to install core practices that will preserve our heritage. Consumers are going to judge us on our practices today with tomorrow’s knowledge, and they won’t understand why we weren’t pioneers. My priority today is to advocacy for a transition of Champagne towards even more sustainable viticultural practices. At Perrier-Jouët we wish to play a leading role at the Champagne level, and to be exemplary. And one of the challenges is identifying sustainable practices that are sustainable at both the environment and economic level.

Photo Credit: Perrier-Jouët

What are your top three tips for brand success?

Consistency, vision and drawing innovation from legacy.

Why do you feel that art and champagne go hand-in-hand?

Art and champagne go hand in hand because both thrive on excellence and creativity. They are both the creation of
women and men with great craft and are vector of experience in our lives, creating emotion, bringing people together
and meant to be shared.

Photo Credit: Perrier-Jouët