It takes time to become an icon


Mr. Morgan Freeman agreed to become the face of Grand Siècle, Laurent-Perrier’s most exclusive champagne Cuvée.
“We, Laurent-Perrier, are different from our peers, or perceived as such. Our pursuit of excellence, because of our difference, has taken us more time, more effort, great perseverance and a strong belief in our vision to become recognized for what we do. It does take time to become an icon: for us, nobody but Morgan Freeman could better embody that line and become the face of Grand Siècle.” Stéphane Dalyac, Champagne Laurent-Perrier President and CEO.

Morgan freeman

Multi-award winning actor, Morgan Freeman is one of the most recognizable figures in American cinema. His works are among the most critically and commercially successful films of all time. Freeman ranks within the Top 10 worldwide top-grossing actors of all time, with his films having earned over $5 billion in cumulative ticket sales. Whether a role requires an air of gravitas, a playful smile, twinkle of the eye, or a world-weary, yet insightful soul, Freeman’s ability to delve into the core of a character and infuse it with a quiet dignity has resulted in some of the most memorable cinematic characters committed to film. In his spare time, Freeman loves the freedom of both sea and sky; he is a long-time sailor and has earned a private pilot’s license. He also has a love for the blues and seeks to keep it in the forefront through his Ground Zero club in Clarksville, Mississippi, the birthplace of the blues. In 1973 he co-founded the Frank Silvera Writers’ Workshop, now in its 37th season. The workshop seeks to serve successful playwrights of the new millennium. He is a member of the Board of Directors of Earth Biofuels, a company whose mission is to promote the use of clean-burning fuels. He also supports Artists for a New South Africa and the Campaign for Female Education. Freeman has been named on the Forbes “Most Trustworthy Celebrities” list each of the five times it has been published since 2006.

Grand siècle


    Seventy years ago, Bernard de Nonancourt decided to look beyond the notion of vintages, with the aim to create “the perfect year”, the one that nature cannot provide on its own. In Champagne, vintages are showing a large variation of style, expression and quality. Bernard de Nonancourt observed that he could not rely on their single expression to create the Prestige Cuvée he was dreaming about. He was looking for a perfection that none of these vintages were individually providing to him.

    The House has worked to recreate through each iteration the perfect year. Each iteration requires patience, time and skill before being revealed: patience to wait for the appropriate exceptional vintage years, and the time and skill necessary to reach the desired harmony and aromatic complexity. This additional maturation leads to a further expression of Grand Siècle displaying greater aromatic depth, density and a silkier texture.

    Due to its difference in conception, it took a long time for Grand Siècle to be considered as a one of the very best champagnes in the world. After many decades, Grand Siècle has finally obtained recognition from the most well-known wine critics and is nowadays a benchmark reference within premium champagnes... ‘It takes time to become an icon’...