In a market dominated by old money and old traditions Alain Thienot has managed over the last twenty years to establish a brand of Champagne which has ruffled a few feathers of the old guard in Champagne. He has built up a business by buying small plots of vineyards in the Grands Cru area in Damery, near Reims, which form a total area of 20 hectares. He also buys in grapes from 100% Cru vineyards to supplement his own supply. With a more modern approach to quality and marketing he is making strong inroads into the markets of the traditional labels.