Luxembourg's only champagne-focused bar, Flûte Alors!, is carving a niche for itself by highlighting the craftsmanship of independent winemakers.
Opened nearly three years ago in the heart of Luxembourg City, Flûte Alors! is the only bar in the country that focuses almost exclusively on champagne. Manager Sébastien Rouillaux recently spoke with our colleagues from RTL Infos about the benefits and challenges of this unique concept.
Single-product establishments are gaining popularity worldwide. From burgers and doughnuts to cookies, marshmallows, and salads – and even madeleines, such as those of Luxembourg chef Léa Linster – these niche ventures are popping up everywhere, alongside long-standing staples like pizzerias and chip shops.
Renowned chefs have also embraced the trend. In France, for example, Philippe Etchebest has opened a Bordeaux restaurant dedicated entirely to ravioli. These businesses aim not only to stand out but also to showcase their expertise in a flagship product. Luxembourg is no exception to this movement.
The advantage: Expertise and rare finds
In Luxembourg City, Sébastien Rouillaux has chosen to specialise in a domain he knows well: champagne. A French importer of champagnes crafted by independent winegrowers, Rouillaux relocated to Luxembourg with his wife, Agnès, in 2016. The couple first established Craft et Compagnie, and since 2022, they have been running Flûte Alors! on Grand-Rue – a bar dedicated almost entirely to champagne.
"Luxembourg is a place that loves champagne, but above all brands. Our mission is to highlight the work of independent winemakers," Rouillaux explained. Amaury Brunstein, named Sommelier of the Year 2025 by the Gault&Millau guide, echoed this sentiment. Along with his fellow sommelier, Olivier Chocq, Brunstein emphasised the diversity within the world of champagne. "There are many facets to the same product," he noted. This focus on specialisation allows Flûte Alors! to offer rare and even unique bottles.
At Flûte Alors!, the champagne menu spans more than 20 pages, featuring around 300 bottles. As the saying goes, there is something for everyone. Sommeliers are on hand to guide both connoisseurs and novices, helping them refine their palates. The bar's passion for champagne is immediately evident upon entering. With a map of the Champagne region in hand, staff share detailed stories behind each bottle. "It would take me three lifetimes to learn everything about wine," Olivier Chocq remarked, "but champagne is a subject we can master."
The risks of specialisation
Running a single-product business, however, comes with its challenges. "If your product is questioned, disliked, or falls out of favour, you face greater risks than a more diversified business," Rouillaux admitted. Indeed, the champagne-only concept has not been without compromise at Flûte Alors! While cocktails and crémant remain absent from the menu, the bar offers other options, including white wines, red wines, a few rosés, digestifs, and even sake.
"You can't force people to like champagne," Chocq explained. "Some may have had a bad experience. We can try to win them over with a winey or colourful champagne, but ultimately, it has to come from them," according to the sommelier.
Expanding horizons
In addition to champagne, Flûte Alors! has broadened its appeal with an ambitious gastronomic offering. The menu now includes vegetarian dishes like velouté, celeriac tataki confit, and risotto, alongside meat options such as rabbit pie, beef cheek, and steak. Seafood dishes like saithe, turbot, and blue shrimp are also available, as are shared plates featuring oysters, foie gras, beef tartare, and salmon gravlax. For dessert, diners can enjoy tarte tatin, pear and almond tartlets, marble cake, or coffee puffs.
While champagne is traditionally associated with celebrations, Flûte Alors! seeks to redefine its role. "You can pair champagne with anything," Brunstein said. "There are seven grape varieties in Champagne, each offering distinct flavours, and the aromas vary with the terroir. Whether it's a starter, meat, fish, or dessert, champagne complements it all. Champagne is no longer just a festive drink, it's a versatile partner in gastronomy," he stressed.
However, champagne remains a luxury wine, a status unlikely to change anytime soon. The reason lies in its limited production. "Due to its geographical location, the Champagne region can produce only 300 million bottles annually worldwide," Rouillaux explained, adding, "That's a small number compared to other sparkling wines, which are produced at ten times that volume. The region itself is home to around 4,000 producers."
Adding to its exclusivity, the champagne-making process is particularly time-consuming and technically demanding. At Flûte Alors!, the price of a glass ranges from €14 to €25, for what the bar considers "affordable" champagnes.
"At retail prices, you can find an excellent bottle for between €35 and €40," Olivier Chocq noted. "At that price, you're really getting a great deal of enjoyment," he said.
