A vinegrower-winemaker from the village of Juliénas and a wine broker, he built up Cru Juliénas’s name.
He made himself the Cru’s ‘perpetual ambassador’, in particular, thanks to his connection with the editors of the Canard Enchaîné satirical paper, especially his great pal, the journalist Toto Dubois.
Juliénas became the Canard Enchaîné journalists’ go-to wine. They were even said to dip their pen in a glass of Juliénas for inspiration.
Through them, Juliénas and its famous wines gained interest throughout the nation.
A Prix Victor Peyret has been awarded every year to a public figure who strives to promote Cru Juliénas since 1964,.