For Alexandre Bader, Managing Director of the 200-year-old Champagne house Billecart-Salmon, the world of wine is more than a profession—it is a lifelong commitment. Joining the family-owned firm in November 1993, Bader has spent 33 years shaping the identity of the Mareuil-sur-Aÿ-based producer, evolving from a trainee into a global ambassador for the brand.
Bader describes his role with characteristic flair, noting, “We are the sales guys of happiness. We share happiness, all day long. It’s formatted in bottles, from 75cl to Nebuchadnezzars of 15L — those are for when we are feeling more generous.”
A Legacy of Adaptation
Founded in 1818 by Nicolas François Billecart, Elisabeth Salmon, and Louis Salmon, the house remains one of the few to be managed by seven consecutive generations. Its history is marked by resilience, from surviving the devastation of World War I to the 20th-century innovations of Jean, who implemented long, low-temperature fermentation to refine the house’s signature style. Under Bader’s tenure, the house has continued this tradition of evolution, including a strategic shift to move sales away from supermarkets toward independent retailers and fine dining establishments, as well as a 2003 rebranding that introduced the current “half B joined with an S” logo.
Navigating a Challenging Market
Despite the house’s prestige, the broader champagne industry faces significant hurdles. Following a peak in 2016 with 350 million units sold, shipments have declined, reaching 266 million last year. Bader points to a shifting demographic and a general loss of patience among younger consumers as primary drivers of this downturn. “We have lost, perhaps as a result of the pandemic or social media, patience. We have lost time,” Bader says. He suggests that the industry must work together to educate younger customers and revive the “art of hosting,” encouraging consumers to view champagne as a spontaneous source of joy rather than a luxury reserved only for grand celebrations.
Strategic Partnerships
To foster this connection, Billecart-Salmon has focused on high-profile partnerships, including a recent collaboration with The RuMa Hotel and Residences in Kuala Lumpur. Michel Bachmann, general manager of The RuMa, noted that the partnership aims to make high-quality champagne more accessible through Sunday brunches at the hotel’s Atas restaurant. By pairing specific cuvées—such as the Le Blanc de Blancs with seafood or Le Rosé with viennoiseries—the brand hopes to demonstrate the versatility of its products.
Looking Ahead
As Bader prepares for his eventual retirement in six or seven years, he remains focused on the future of the maison. The company continues to invest in its vineyards and production processes under the leadership of Mathieu Roland-Billecart. For now, Bader continues his global outreach, experimenting with non-traditional food pairings and maintaining his pace of international travel.
“We are confident about the quality, but we are even more confident about the future,” Bader says. As the industry looks to stabilize, it is likely that Billecart-Salmon will continue to leverage its heritage and small-production agility to adapt to the tastes of a new generation of drinkers.
