Roederer Collection has appointed Alexandre Peyrussan as Director General of Hospitality & Wine Tourism, marking a strategic expansion into luxury accommodation and wine tourism experiences. The appointment positions Peyrussan to lead the prestigious wine group’s evolution beyond viticulture into integrated hospitality offerings across its 12 estates.
Peyrussan brings 16 years of hospitality leadership, strategic partnerships and customer experience development to the role. He spent nearly two decades with Paris Society, where he served as Director of Purchasing and Partnerships. In this capacity, he developed expertise in commercial strategy, partnership management and guest experience within one of France’s leading hospitality groups, which operates more than 70 exceptional venues spanning restaurants, clubs, hotels and event spaces.
His tenure at Paris Society coincided with the group’s transformation into a major player in French hospitality, achieving revenues exceeding €225 million and growing to more than 3,000 employees. During his time there, Peyrussan worked across the group’s four complementary divisions – Clubs, Tables (restaurants), Places (event venues) and Hotels – developing comprehensive understanding of luxury hospitality operations.
In 2007, Peyrussan founded AP Gestion, a strategic consulting firm for hospitality groups. He continues to lead the Paris-based consultancy, which provides tailored support to hospitality operators in France and internationally. This dual operational and consultative background enables him to bring comprehensive strategic vision to Roederer Collection, combining hands-on hotel management expertise with high-level strategic thinking.
A graduate of EDC Paris Business School, Peyrussan’s appointment reflects Roederer Collection’s commitment to enhancing guest experiences whilst leveraging its distinguished wine heritage. His role encompasses two distinct but complementary responsibilities under the leadership of Frédéric Rouzaud, Chief Executive Officer of Roederer Collection.
The hospitality portfolio includes the transformation of Hôtel Christiania in Val d’Isère, currently nearing completion of its extensive refurbishment. The historic property, acquired by Roederer Collection in 2018, has been a Val d’Isère institution since its founding in 1949 by the Bertoli family. The partnership between the Bertolis and the Rouzaud family was founded on shared values including sophisticated lifestyle, mountain heritage and commitment to preserving local identity. Bastien Bertoli continues to lead the property alongside the renovation programme.
The second major project involves constructing a new five-star hotel in Méribel. These Alpine properties will embody French art de vivre whilst showcasing the excellence of Roederer wines, creating immersive experiences that unite luxury accommodation with viticultural heritage.
Peyrussan will also deploy the wine tourism potential across Roederer Collection’s portfolio of 12 distinguished wine estates. The properties span Champagne, Bordeaux, Provence, Rhône Valley, Portugal and California, offering diverse terroirs and winemaking traditions. The estates include Champagne Louis Roederer and Cristal, Champagne Deutz, Bordeaux’s Château Pichon Longueville Comtesse de Lalande and Château de Pez, Domaines Ott in Provence, Maison Delas Frères in the Rhône Valley, Ramos Pinto in Portugal’s Upper Douro Valley, and five California properties including Roederer Estate, Scharffenberger Cellars, Domaine Anderson, Merry Edwards Winery and Diamond Creek.
The wine tourism initiative responds to evolving market dynamics in the viticulture sector. According to Deloitte research published in July 2025, France now welcomes 12 million visitors to its wine estates annually, representing growth of two million visitors over the past decade. This expansion emerges as a strategic growth driver amid challenges including declining wine consumption and geopolitical turbulence affecting traditional wine markets.
Peyrussan’s mission involves creating distinctive experiences for wine enthusiasts whilst attracting new audiences to wine appreciation. The wine tourism programme will integrate the cultural and gastronomic heritage of each estate, offering visitors opportunities to engage with winemaking traditions, terroir characteristics and the stories behind each property.
Roederer Collection represents the unified identity of the Champagne Louis Roederer group’s holdings. Founded in 1776, the Champagne house remains one of the few independent, family-run maisons de Champagne. Frédéric Rouzaud represents the seventh generation of the family lineage. The group produces over 3.5 million bottles annually, shipping to more than 100 countries whilst maintaining two-thirds of its grape requirements from 240 hectares of owned vineyards – rare independence for a Champagne house.
The family has cultivated wine estates beyond Champagne since the 1980s, when Rouzaud’s father Jean-Claude established Roederer Estate in California’s Anderson Valley. The subsequent acquisitions across multiple wine regions reflect the family’s philosophy of respecting individual terroirs whilst applying consistent winemaking excellence.
The expansion into hospitality aligns with Roederer’s broader vision of creating exceptional experiences that unite wine, culture and lifestyle. The Hôtel Christiania acquisition represented the group’s first hospitality venture, establishing a model for properties that celebrate both mountain and viticultural heritage. The forthcoming Méribel property will expand this Alpine hospitality presence.
Rouzaud previously described the collection’s philosophy as achieving “subtle balance” where each element contributes to overall harmony whilst maintaining individual character. This approach extends from wine blending traditions to the curation of diverse properties united by shared values of excellence, heritage preservation and authentic guest experiences.
The appointment comes as luxury wine groups increasingly explore wine tourism and hospitality as complementary revenue streams and brand-building opportunities. These initiatives allow producers to deepen consumer engagement whilst creating destination experiences that showcase winemaking craft and regional character.
Peyrussan’s background in premium hospitality concept development, partnership cultivation and multi-venue management positions him to execute this vision across Roederer Collection’s geographically diverse portfolio. His experience spans operational excellence and strategic positioning, essential capabilities for establishing cohesive wine tourism offerings whilst respecting each estate’s unique identity.
