In 2006 the Saury company acquired the barrel producer (tonnellerie) from the cognac house Martell. Next step was to create a new brand: Leroi, positionned as a middle quality product because Saury itself already produces high end barrels – but the ressources are the same: using french oak.

The tonnellerie owns a nice atelier in the rue de Dizedon in Cognac which is about 3 200 m² and an old cellar, the chai, was transformed. There are 4 hectares for stocking 1200 to 1500 m³ of wood for about 24 months. Leroi still has a close business connection with Martell and sells about 80% of its production to the cognac house. Leroi uses a specific chauffe technique.

Preperation of wood at Saury

The brand starts to sell more and more to other customers, as the market develops, especially to wine producers. Leroi produced about 13 000 casks in 2009, with a revenue of 8.1 million euro. There are 14 employees, 12 out of them have a CAP tonnelier – which means they have a special training. There are six more persons covering sales.

Cognac barrel 400 liter of Leroi

Thierry Marrot, the director of the barrel site explains: “Leroi got into business the moment of the market crisis. Nevertheless, we have developped our brand. Our goal is to produce 20 000 barrels each year.”

Tonnellerie Leroi
36 Rue de Dizedon,
16100 Cognac
www.tonnellerie-leroi.com
05 45 82 79 42‎

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973.Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.

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