Auguste Peureux founded his distillery in Fougerolles at the foot of the Vosges mountains in 1864. The distillery specialized in the production of fruit eaux-de-vie, including the famous Kirsch de Fougerolles, which earned a huge reputation very quickly.
The Grandes Distilleries Peureux fruit eaux-de-vie got noticed at the World Exhibition in Paris.
In 1927, André and Edgar took control of the company and renamed it “Les Fils d’Auguste Peureux” (Auguste Peureux & Sons). André remained in Fougerolles while his brother left for Marseille and Saint-Denis to manage the stores set up by Auguste. Despite the crisis of 1929 and the beginning of the war in France, the business continued to survive...
Claude Peureux (son of André) took control of the company’s fate in 1948. Aged 18 years old, he injected many new ideas into the business. He realized that the market had evolved, and they would now have to be a step ahead of consumers. He saw the business as being global rather than just within France, and he set out to take on new countries.
The 1950s were characterized by an increase in the importance of fruit Eaux-de-Vie. Claude Peureux took charge of the use of production tools dedicated to these Eaux-de-Vie.
In 1955, Claude Peureux launched morello cherries for chocolatiers, which later became Griottines® in the 1980s – these were wild morello cherries macerated in a light kirsch syrup, a specialty which is known known all over the world.
The arrival of Pierre Baud in 1968 as the head of production marked a new turning point for the company. The 25-year collaboration between these two men would propel the business to very top of the world's distilleries. Pierre Baud essentially equipped Grandes Distilleries Peureux with a production tool that used the latest technology; he was the builder of great industrial groups that made him who he is today, and he was the creator of Griottines®.
When Claude passed away in 1992, Pierre Baud became the Chairman of the company. He set out to develop relations with chocolatiers, continue expanding the business and focus on commercial development.
It was in 2002, that Bernard Baud (the eldest son of Pierre Baud) became chairman of Grandes Distilleries Peureux. His career as an orchestral conductor, composer and graduate in Natural Sciences make him an unusual director whose management style is guided by his human instinct. Before becoming the chairman, Bernard Baud went through the laboratory and production department and invested in the commercial sphere of the business.
Eager to give Griottines® a modern image as the company’s flagship product, Bernard Baud surrounded himself with the best PR agency in Paris.
This collaboration gave rise to the iconic Griottines® red case. Feminine, seductive, luxurious and bold... this red case resembles an attractive cosmetics pot.
The initial reaction was soon clear, and it caused real disruption for generations of consumers... However, it is thanks to this restyling that Griottines® has enjoyed such unparalleled success and made the headlines in every magazine.
Grandes Distilleries Peureux wanted to emphasize the importance of great chefs. They therefore created an organization that is unique in the world, dedicated to gastronomy: Premium Gastronomie®! The best brands of spirits for the gastronomy industry. Demonstrations, recipe books, advice and products reserved for professionals... Let the adventure begin!
The visionary Bernard Baud continued to follow his ambitions for the company and created the Griottines® Institute, a modern boutique store dedicated to excellence, equipped with a demonstration room, a laboratory and a sales area that is unique in the region. It was an instant success!
Massenez, the greatest brand of fruit Eaux-de-Vie in the world, was taken over by Grandes Distilleries Peureux, which then went into the Alsace region and pursued its expansion on a global scale. The synergies between Griottines® and Massenez are constantly proving to be effective!
The Lemercier Frères distillery and the Emile Coulin distillery joined the Grandes Distilleries Peureux group, whilst at the same time, Massenez won the Alsace Innovation prize for Garden Party®.
In parallel to this, the development of the Griottines® Institute led to the birth of the “Biscuiterie de Fougerolles” biscuit factory, which highlighted the company’s desire to expand in all areas of gastronomy.
Finally, this year, the Peureux Experience division was created at the heart of the Lemercier distillery: A unique department dedicated to developing flavorings and colorants!