This three-day festival represents something unusual: the grandes maisons—Moët & Chandon, Mercier, De Castellane—actually open their doors for evening celebrations. Their courtyards become champagne bars, their facades glow with projections, and for seventy-two hours, this normally sedate avenue fills with street performers, food stalls, and crowds moving from house to house.
The festival includes illuminations of the Avenue de Champagne and champagne houses, street performances, fireworks, a car parade, champagne bars, food and wine pairing workshops, activities for children, and cellar visits. The vintage car parade on Sunday morning draws collectors from across France, their pre-war automobiles gleaming as they cruise past the champagne houses.