The green revolution of Telmont champagnes seduces DiCaprio

In the Champagne appellation, all herbicides must have disappeared by 2025. So, facing the climate emergency, brands are demonstrating inventiveness and creativity, like Telmont champagne: "Reducing our carbon footprint is more than a corporate goal; it's a life project," says Ludovic du Plessis, its CEO. This unconventional leader has reconsidered all the stages of production and marketing of his products, from the vineyard to consumption. He is convinced that everything can be changed, and carbon emissions can be reduced by 90%. The result: Telmont is 60% organic (compared to the Champagne average of 4%), has eliminated all its gift boxes (8% of its carbon footprint), and stopped using transparent bottles (non-recyclable). Converted to this approach fifteen years ago by Leonardo DiCaprio, now one of the shareholders of the brand, du Plessis has recently created a collective to think about sustainability. Composed of various professions, the group reflects on their respective issues. The cocktail for a successful CSR strategy? An innovative idea, good execution, and smart communication. Telmont, like other players in the sector shipping their products worldwide, seeks to reduce its carbon footprint by exploring new avenues such as sail cargo, especially for crossing the Atlantic. Ludovic du Plessis shows great determination.

What is the story of Telmont champagne?

Ludovic du Plessis. The house was born in 1912 from the Champagne revolts. At that time, small winemakers were suffering and rebelling against the big brands, refusing to deliver their grapes to them. This uprising even led the government of the time to send the army. The archives from that time are terrible. It is in this context that Bertrand Lhopital's great-grandfather, the fourth generation at Telmont, created the brand. He was a winemaker in Dammery and one of the leaders of this revolution, deciding to produce his own champagne and refusing to sell his grapes in trade to the big houses. This story is incredible and resonates with the one we want to lead: the green revolution. Our vision for Telmont is simple: the best of Champagne without any environmental compromise. We have named this project: "In the Name of the Earth."

Sustainability doesn’t always rhyme with luxury and glamour, unlike Champagne?

I am convinced of the opposite, and I remind the younger generations of this every day. This morning I was at Dauphine University facing students; tomorrow I will be at Sciences Po. I give many lectures, and I realize every time that our project fascinates the young people. Positive growth can rhyme with environmental radicalism, all while being glamorous. It's a good thing that Leonardo DiCaprio joined us. As a UN Messenger of Peace in the field of climate change, his voice is heard.

Why do you consider that the luxury world must be exemplary?

Because the most privileged must show the way. With the margins practiced in the luxury world, the sector must be radical in terms of sustainability. We will not wait for customers to demand it. Even if Telmont's approach is a bit disruptive, when Leonardo talks about our activity, he says, "Telmont is telling the truth." We are not lecturers, but it is certain that we can reduce the carbon footprint. I applaud the return of biodiversity in Champagne and the extraordinary work of the CIVC (Interprofessional Committee of Champagne Wines), but we can go further. Telmont is proof that we can do more in terms of reducing the carbon footprint. It is important to plant trees, create vegetative covers, pay attention to birds and insects. But we must stop herbicides, chemical fertilizers, and reject pesticides.

You won't be making many friends…

Champagne is proof that it is doable. It's a positive, everyday fight. We are advocates of organic farming in the region, and we fight against stereotypes and preconceived ideas. This year, organic farming has yields only 5% lower. We are not far off. And in some areas, profitability is even higher. In Champagne, it is possible to create an individual reserve and draw from this stock if the year is not good. Of course, this requires investments and ties up several years of cash flow. But it's far from impossible, as we have done it.

Why this fight, what was the trigger for you?

I met DiCaprio about fifteen years ago, and he has now become a friend. In environmental matters, he is fierce, a purist. He started by sending me documentaries like "Can We Cool the Planet." The seed sprouted gradually. Then, in 2019, it became evident. I had just spent seven years working for big brands like Dom Pérignon or Louis XIII. I wanted to become an entrepreneur, get involved in a business with an impact, and return to Champagne, which I love so much. At that time, I was an employee of Louis XIII, and on Saturday mornings, I would go to Champagne to see if I could find a domain to buy. I set myself four goals: a brand with a beautiful history, a family business, wines that I like, and a house that had started the conversion to organic or biodynamic. However, only 4% of the appellation was concerned. It was an impossible mission. Then I learned about the Telmont house, which ticked all the boxes. I offered the Hériard-Dubreuil family to buy the house. I told them, "we will make the best and uncompromising champagne"; they replied, "Ludovic, you will not be an entrepreneur but an intrapreneur." In reality, this project is an incarnation of the three cardinal values carried by the Hériard-Dubreuil family, "Time, terroir, people." It's their truth. Many groups advocate fake values, and engage in greenwashing. Not them. Proof with Telmont. Producing Champagne takes a long time.

Why did you take your former employer as a shareholder?

There is about mutual trust, in a long-term project; they immediately offered me worldwide distribution. It's hard to say no. The group is the majority shareholder, and Bertrand reinvested to be a shareholder like me, the third being Leonardo DiCaprio. He wanted to inject money, even though he had refused many projects. What attracted him is that this project makes sense, gives him credibility, an aura, and encompasses his ideals. That's what I liked. It's people like him who inspire change in the world. At Telmont, everything is science-based target information. We conduct our carbon footprint every two years.

Why do you think your message is appealing?

Because we talk about our project not as scary militants but in a fun way. It's up to us to make people join us. In terms of turnover, we are growing in double digits worldwide. Telmont is soaring in Japan. When we launched the "stop gift box" operation, everyone told me, "it will never work in Japan"… Today, Telmont is one of the strongest sales at ENOTEKA, one of the largest Japanese wine merchants. It's a matter of education. Telmont produces Champagne, not gift boxes. The bottle is the packaging. We don't need the rest. To truly reduce our footprint, of which 30 to 35% is the glass container, we had to tackle the bottle problem. I started by stopping special formats and transitioning the entire production to less energy-intensive standard bottles. Act 2 was trying to reduce the bottle weight to 800g while maintaining pressure. Veralia had developed a prototype, which we chose for the production of 3000 bottles in January 2022, and they do not break more than before. The third step will be 100% recycled glass.

But champagne represents a small production in comparison…

It's true, Champagne represents 320 million bottles: the appellation is limited. It doesn't change the world. It's a drop in the bucket, but I am very optimistic. There will be a ripple effect. We need to do less but better. My goal is not to produce 1 million bottles but to double or triple and switch everything to organic.

Are you still as optimistic?

Today, I spend my time spreading the word. It's more of a pleasure than a fight. The new generation is already convinced. Human ingenuity will do the rest.