How a family tradition, a paper catalog, and a garage clear-out became a champagne business that today is supplied by more than 50 winemakers from all over Champagne — founder Alexandra Hepke tells her story.
An interview with Alexandra Hepke, founder of champagne24
The Beginning
How did it all start? I am originally from Reims, in the heart of Champagne, and I came to Berlin in 2000. First, I had to learn German, then I worked in marketing for several years. I had the idea for champagne24 in my head for a long time: the good grower champagnes that we drank at home with my family simply weren't available in Berlin. So I thought — then I'll just do it myself. In 2006, I finally put this idea into action.
What did the very early beginnings look like? Tiny. At the end of 2006, my first brochure consisted of five Word pages with just three winemakers — who, by the way, were also friends of my family. Initially, I only sold to friends and acquaintances. At that time, champagne24 was still called Champagne&Cie.
Where did you even store the champagne? In our garage. I was pregnant with my first child at the time and worked entirely from home. I packed the orders myself and took the boxes to the post office.
The first champagne boxes in the garage in 2006
"We even had to move the car out to make space for the bottles."
The Build-up
When did the next big step come? In 2007, I built my first website and started actively looking for new winemakers — for which I have traveled to Reims every year since then. This way, very close relationships have developed over the years; I have been working with some winemakers for more than 15 years now.
In 2008, I moved into a proper office in Berlin, and the champagne finally left the garage. It was during this time that I also began to actively communicate with the press — a turning point. The first article about us appeared in March 2008 in Essen & Trinken. Shortly thereafter, a recommendation from top sommelier Natalie Lumpp followed in her "Wein-Tipp" column in Brigitte magazine.
By the way, I still have the great pleasure of continuing to work with Natalie!
Alexandra Hepke in the new office in 2009.
"These 20 years would not have been possible without the trust of our loyal customers."
Today and Tomorrow
What does the work look like today? In 2021, we handed over our logistics to a professional service provider — which finally gives us more time for sales and marketing. However, our photo and content production remains entirely self-made: We set up our sets in the office, in the courtyard garden, or at friends' houses, sometimes with the support of a befriended photographer. We have a lot of fun finding the perfect backdrop — especially when it comes to champagne tasting.
Is it getting harder to discover new winemakers today? I am still on the road — at Wine Paris in February and at Printemps des Champagnes in Reims, I always meet new winemakers. But yes, competition has noticeably increased: many other retailers have now recognized the potential of grower champagne.
How has sales changed over the years? From 2007 to 2020, we still had a printed catalog in parallel — today, our website champagne24.de has become our actual catalog. Our customer base is largely private, but we also supply some restaurants and hotels that appreciate grower champagne.
What would you like to say for the anniversary? Some of our customers have been with us for a very long time. For that, I am infinitely grateful — as well as to everyone who has worked with me or still does.
"Thank you for 20 years of champagne, and cheers to the next ten: May they be even more sparkling."
Alexandra Hepke, Founder and Owner, champagne24.de
