Inside Taittinger's New Wine Tasting Experience In Champagne

Forbes

28-06-2025

A view of the entrance at Taittinger's visitor center in Reims. AFP via Getty Images
Beneath a manicured garden in Reims lies one of the oldest wine cellars still in use. Carved into chalk more than 1,600 years ago, the vaulted caverns at Taittinger stretch nearly 60 feet underground, their walls layered with remnants of Roman quarries, medieval crypts and Benedictine abbey foundations.
Now, above those same cellars, a new chapter is taking shape.
This June, Champagne Taittinger is opening a brand new restaurant on-site, adding a full-service dining space to its visitor center for the first time. The focus will be lunch for daytime visitors, but there will be small plates designed to complement the maison's cuvées through the early evening. With both indoor and outdoor seating on the terrace overlooking the landscaped garden, the opening is part of a larger shift toward more accessible tasting experiences in the wine industry at large.
The addition follows a series of changes introduced in late 2024, when Taittinger launched a restructured tasting program and updated its booking system. Visitors now choose from three fixed options, all of which include a guided walk through the house's Saint-Nicaise cellars and a seated tasting. At the higher end, pairings include older vintages and small plates from Michelin-starred chef Philippe Mille. (Advance reservations are strongly recommended.)
Millions of bottles are stored in Taittinger's chalk cellars, some aging for years beneath the streets of Reims. Getty Images
Wine tourism in Champagne has grown steadily in recent years, with regional visitation reaching approximately 162,000 people in 2024—more than twice the number recorded in 2016. The increase reflects both the area's UNESCO World Heritage designation and the broader appeal of Champagne as a destination.
At Taittinger, however, the approach is shifting. Before the recent renovations, the house welcomed around 90,000 visitors annually. With the new tasting program and restaurant in place, the goal is to limit that number to no more than 60,000 per year, prioritizing quality and comfort over volume.
Reims is about 90 minutes from Paris by car or under an hour by high-speed train. The city is the financial center of the Champagne region and home to some of its largest producers. Unlike smaller villages like Épernay or Hautvillers, Reims has a compact downtown and a robust tourism infrastructure. Taittinger's headquarters are located just outside the city center and are open to the public most days of the week.
The house, still independently-owned and managed by members of the Taittinger family, oversees one of the largest vineyard holdings in Champagne. The vineyards themselves are not open to visitors, but the cellar tours provide a detailed look at production and aging.
'The soil and weather conditions here contribute to the signature style of Taittinger,' says Jean-Pierre Redont, VIP and hospitality ambassador for Champagne Taittinger. 'The chalky ground retains moisture while keeping the roots cool. The grapes ripen slowly, which helps preserve acidity and freshness.'
François Taittinger expanded the house's cellars beneath the ruins of the Saint-Nicaise abbey after World War II, shaping the historic site into a cornerstone of the brand. AFP via Getty Images
Guests descend several circular staircases into a network of chalk pits and galleries, parts of which date to the Gallo-Roman era. The caverns were later incorporated into a 13th-century Benedictine abbey, destroyed during the French Revolution but still visible in the architecture of the lower levels. More than 3 million bottles are stored in the cave cellars, with another 20 million stored at the estate outside Épernay and 8 million at another satellite site.
The caves are dim and cool, with narrow passages that lead past aging bottles and carved stone walls. Some sections require stair access and may be difficult for those with limited mobility. Still, the space is one of the most distinctive in Reims, offering a rare glimpse into the layered architectural history of champagne production.
'Everything was done by hand back then: labeling, corking and packaging,' says Redont. 'It was an incredibly labor-intensive process.'
Modern disgorgement techniques use freezing to remove the sediment. The neck of the bottle is frozen, and when opened, the pressure ejects the sediment plug cleanly. It's quick but requires precision. The bottles are dipped in an ice bath, then passed through a machine that removes the sediment and reseals them with a cork and wire cage. This final step is key to Champagne's clarity and stability. Once that's done, the bottles are cleaned, labeled and prepared for shipment. Each one is handled carefully to ensure the integrity of the wine inside.
'The entire champagne-making process is long and meticulous,' says Redont. 'Few wines in the world require this level of care, and that's why champagne is so unique.'
Visitors descend nearly 60 feet into Taittinger's historic cellars, where Roman-era chalk pits and Gothic vaults trace centuries of Champagne history. AFP via Getty Images
Above ground, the tasting rooms reflect a blend of design periods. One space is decorated in mid-century style, with sculptural lighting and pale furniture. Another is lined with medieval-style wall hangings and dark wood panels. The contrast is deliberate. Taittinger has long positioned itself at the intersection of tradition and experimentation, a philosophy made tangible through its art collaborations.
'You'll notice that our process respects tradition, but we also innovate,' says Redont. 'Champagne isn't just made. It evolves. The glass, the yeast, the time—it's all part of the experience.'
On display are bottles from the Taittinger Collection, a limited-edition series that began in 1983 and has included designs by Roy Lichtenstein, Robert Rauschenberg and Sebastião Salgado. The works are no longer available for purchase but are kept on site as part of the brand's archive.
Vitalie Taittinger, president of Champagne Taittinger, at the visitor center Reims in front of a wall with names of the house's distributors around the world. AFP via Getty Images
The family has overseen operations since the early 20th century. Today, Vitalie Taittinger serves as president, and her brother, Clovis Taittinger, holds the position of managing director. Their decision to invest in expanded hospitality reflects a broader trend among producers in one of the world's most prestigious wine regions to offer more structured tasting visits, especially for travelers who base themselves in Reims rather than booking countryside tours.
'The work we do here is part of a larger tradition that has global influence,' says Redont. 'Some of the techniques and tools have changed over the past 20 years, but the essence of champagne making remains.'