Taittinger opens Polychrome, a gastronomic restaurant in Reims

What happened

Taittinger has launched Polychrome, a gastronomic restaurant, in Reims. The venture places the Champagne house at the table of fine dining in its home city, adding a hospitality dimension to a name long associated with the production of wine in the region.

Why it matters

For a major Champagne house to move into gastronomy is a notable strategic step. Taittinger's decision to open Polychrome signals a deliberate broadening of its brand beyond the cellar and into the dining room. Rather than remaining solely a producer, the house is now also a host — an evolution that deepens its relationship with Reims and with the guests who visit the region. The Champagne appellation has long drawn visitors as much for its culture and landscape as for its wines, and a gastronomic restaurant of this ambition extends the ways in which a house can engage with that audience. It also anchors Taittinger more firmly in the life of its home city, reinforcing the connection between place, table, and glass that defines the finest expressions of the region.

Context

Reims sits at the heart of the Champagne region in northern France, and its grandes maisons have historically defined themselves through their wines and their historic cellars. The opening of Polychrome on 9 June 2025 represents a departure from that tradition — or, perhaps more precisely, an extension of it. Hospitality and gastronomy are increasingly part of the vocabulary of luxury wine producers worldwide, as houses seek to offer immersive experiences that go beyond the tasting room. For Taittinger, Polychrome is the expression of that ambition on home ground, in the city where the house has its roots.