Tourism
Leclerc Briant opens 25 bis guesthouse on Épernay's Avenue de Champagne
In 2020, Leclerc Briant opened 25 bis, a restored family home turned guesthouse on the Avenue de Champagne in Épernay, welcoming both residential guests and the general public.
What happened
In 2020, Leclerc Briant opened 25 bis, a guesthouse situated on the Avenue de Champagne in Épernay. The property occupies a former family home that the house restored and converted into a dedicated hospitality venue. Open to both residential guests and the wider public, 25 bis offers wine tourism experiences in one of Champagne's most storied addresses.
Why it matters
The Avenue de Champagne has long served as a symbolic spine of the Champagne region, lined with the grand façades of established houses. By transforming a historic family residence into a functioning guesthouse, Leclerc Briant signals a broader shift in how Champagne producers are approaching their relationship with visitors. Rather than confining the guest experience to the cellar, the house has invested in a setting where hospitality and discovery can unfold at a more considered pace. The property's dual welcome — to overnight guests and day visitors alike — extends its reach beyond a niche clientele and positions it as a genuine point of entry into the Leclerc Briant world.
This move reflects a wider modernisation of wine tourism infrastructure across Champagne. Established houses are increasingly recognising that the experience surrounding a bottle can be as compelling as what is inside it, and that thoughtfully conceived spaces play a central role in communicating a house's identity.
Context
Épernay sits at the heart of the Champagne appellation and has historically drawn visitors through its concentration of major houses and its celebrated avenue. The development of dedicated hospitality properties represents an evolution beyond the traditional guided cellar tour, offering guests a more immersive encounter with the region. Leclerc Briant's decision to restore rather than rebuild — preserving the domestic character of the original family home — places 25 bis within a growing movement that values architectural heritage as part of the wine tourism proposition. Thibault Leroy is associated with the project, which opened during a period of considerable disruption to international travel.