Going against the flow

The brand has also been pioneering in its close relationship with the art world, too. In 1896, for the first time in the history of champagne, Ruinart commissioned a talented young artist, Alphonse Mucha, to create an advert. "Art is in the house's very nature," says Dufour. "We are continuing our commitment to art by supporting major contemporary art fairs."

And that art, like the roots at Ruinart and in Muniz's project, run very deep. Ruinart partners with around 30 major art fairs around the world, and is now in its eighth year of partnership with Art Basel in Hong Kong as its Global Champagne Partner. The high-level inventory includes Art Basel (in Basel, Miami and Hong Kong), Frieze (New York and London), Paris Photo, Kyotographie, FIAC and many more.