What Caves Pierre Noble does

Caves Pierre Noble is a privately held, independent wine and spirits retailer headquartered in Rouen, Normandy, France, founded in 1998 by Ludovic Aventin and Frédéric Emeraud together with 150 Rouennais associate-investors. The company operates three physical cave locations across the Rouen agglomeration — the flagship Boulevard de Verdun cave in Rouen (opened 2002, 300m² retail plus 700m² total footprint, holding over 4,000 wine references from more than 600 domaines), the Halles d'Isneauville cave on Rouen's north plateau (opened 2015, 2,000+ references), and the Franqueville-Saint-Pierre cave on the east plateau (opened 2020, which additionally operates as an evening Bar à Vins from March through November). It sells wines, champagnes, and spirits through these storefronts, plus a WordPress/WooCommerce e-commerce site, and generates ancillary revenue from wine education, corporate services, memberships, and event venues.

The company's product surface extends well beyond retail: the École du Vin runs a structured curriculum of tasting workshops (Initiation à la Dégustation at €39/person, themed wine and spirits tastings at €49, Soirées Prestige at €98–€120, and a youth-focused Atelier pour les Jeunes at €20), supported by gift cards priced €30–€500. Two subscription-style clubs — Club Pierre Noble (€20 lifetime for two) and Club Apéro Madame (€20/year) — provide recurring revenue, exclusive events, and priority access. Additional offerings include tiered Corporate Packs (€35–€540) with workplace delivery in the Rouen area, wedding and ceremony wine services, cave privatization across all three locations, event-based Soirées Événements, and a beer tap rental service.

The business model is overwhelmingly transaction-based retail and services with thin recurring layers: physical and online wine and spirit sales anchor revenue, while workshops, corporate packages, and club memberships contribute higher-margin recurring or experience revenue. The technology stack is intentionally light — WordPress with WooCommerce for online transactions, a workshop booking system, CookieYes consent management, Google Analytics for traffic measurement, and Google reCAPTCHA for spam protection — with no mobile app, no proprietary AI, and no disclosed APIs. Customer acquisition runs through content marketing (blog, social channels), email, and an event-led community calendar (Marché aux Vignerons, Fête des Vins, Festiv'Halles, and a partnership with the Dragons Vous Ramènent association for safe transport home after evening tastings). The company is led by co-founder Frédéric Emeraud, with Mathieu Maurice as associate, and is independently owned with no disclosed private equity, venture capital, or institutional funding involvement.

Name

Caves Pierre Noble

Legal name

Caves Pierre Noble

Website

https://cavespierrenoble.fr

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Caves Pierre Noble is a privately held Normandy-based wine and spirits retailer operating three cave locations across the Rouen agglomeration, selling 4,000+ references from 600+ domaines and offering tasting workshops, corporate services, membership clubs, and event venue rentals to individual consumers and local businesses.

Ownership category

akta.pro rank

Product category

Specialty Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (44532)

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Bars (CRANACAE)

Keywords

• Wine retail
• Wine tasting workshops
• Corporate wine services
• Spirits and champagne
• Wine club membership

Headquarters

HQ city

Rouen, Normandie

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Wine & Spirit Sales: Sale of wines, champagnes, and spirits through 3 physical cave locations and online store. Over 4000 wine references and 600+ domaines offered.
2. Wine Tasting Workshops: École du Vin offering initiation workshops, themed tastings, spirits workshops, prestige evenings, and youth workshops. Duration 3 hours, priced €20-120 per person.
3. Gift Cards: Gift cheques (chèques cadeaux) sold in denominations from €30 to €500, valid for 1 year for workshops or bottle purchases.
4. Corporate Services: Enterprise offerings including wine/spirits supply, tasting glasses, team-building packs (€179-540), and workplace delivery service in Rouen area.
5. Membership Clubs: Club Pierre Noble (€20 lifetime for 2 persons) and Club Apéro Madame (€20/year per person) offering exclusive events, promotions, and priority access.
6. Beer Tap Rental: Beer tap (tireuse à bière) rental service for events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Caves Pierre Noble is a Normandy-based wine merchant operating three physical caves (Rouen, Isneauville, Franqueville-Saint-Pierre) and a WooCommerce e-commerce site, retailing over 4,000 wine references from 600+ domaines alongside champagnes and spirits. The company complements retail with a structured École du Vin (wine school) offering tasting workshops, membership clubs (Club Pierre Noble, Club Apéro Madame), gift cards, corporate wine/event services with workplace delivery, venue privatization, beer tap rental, and wedding/ceremony wine consulting.

Product overview

Caves Pierre Noble is a Normandy-based wine merchant with a diversified service portfolio centered around wine and spirits retail across three physical locations in Rouen, Isneauville, and Franqueville-Saint-Pierre. The core offering includes over 4,000 wine references complemented by wine education services (Initiation à la Dégustation, Dégustation à Thèmes Vins, and Dégustation à Thèmes Spiritueux), premium tasting experiences (Soirées Prestige), and youth-focused workshops (Atelier pour les Jeunes). Additional services encompass gift cards, corporate packages (Offre Entreprise), membership clubs (Club Pierre Noble and Club Apéro Madame), event venue rental (Privatisation des Caves), wedding and ceremony planning (Mariages & Cérémonies), beer tap equipment rental (Location Tireuse à Bière), and special event evenings (Soirées Événements). The company also maintains an online e-commerce platform for gift card purchases and event bookings.

Differentiator

Problem solved

Functional benefit

Brands

• Club Pierre Noble: Membership club offering exclusive wine and spirits tasting events, discounts, and privileged access to new releases and limited bottles.
• Club Apéro Madame

Products and services

• Chèques Cadeaux Pierre Noble (Gift Cards)

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Dragons Vous RamènentminorGTM or Marketing PartnerAssociation 100% rouennaise providing safe transport home service for customers attending evening tasting events at Caves Pierre Noble locations.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Nicolas: France's best-known traditional caviste chain (Castel Group), operating hundreds of neighborhood wine shops across the country. Comparable product category, target customer, and education-led merchandising approach.
• Lavinia: Multi-location French wine retail chain combining large bottle-shop assortment with in-store tastings, an école du vin, and a wine bar/restaurant. Closest large-scale analog to Caves Pierre Noble's retail + education + events model.
• Millesima: Bordeaux-based wine merchant offering a broad multi-region bottle portfolio with strong e-commerce, gift offerings, and event services. Comparable business model blending offline retail, online sales, and curated experiences.
• BiBoViNo: French wine bar and retail hybrid with multiple locations, pairing walk-in bottle sales with by-the-glass service and themed tastings. Directly comparable to Caves Pierre Noble's Bar à Vins evenings and workshop concept.

Regional players

• Wine.com: Largest US online wine retailer with curated content, gift offerings, and subscription clubs. Comparable on the wine-club and gifting mechanics, but competes in a different geography and primarily through digital channels.
• Berry Bros. & Rudd: Long-established UK fine wine merchant with flagship London shops, in-store tastings, and a strong e-commerce platform. Conceptually aligned with Caves Pierre Noble's curated, education-led wine retail, but operating in a different geography.

Broad incumbents

• Le Bon Marché / La Grande Épicerie: Iconic Parisian department store group with a curated fine wine and spirits department, including tastings and events. Overlaps with Caves Pierre Noble on premium curation and experiential retail, but as part of a broader luxury retail portfolio.
• Intermarché: Major French grocery retailer with large allocated wine sections and private-label domaines, competing for the same everyday French wine consumer in Normandy but at far greater scale and lower price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCH6xDbR49DzGc0vgBZlXMSA
• Facebookfacebook.com/pierre.noble.normandie
• LinkedInlinkedin.com/company/cavespierrenoble
• Instagraminstagram.com/caves_pierre_noble/?hl=fr

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caves Pierre Noble