The story of Alfred de Luze is similar to that of Michel Boinaud, who later became the owner of the brand. Starting with nothing, Alfred de Luze was an adventurer. In his youth, he lived in Paris, Le Havre and New York before settling in Bordeaux and establishing a wine merchant business in the early 19th century. In 1822 he created his own company, bearing his name, Cognac De Luze.
In the press archives and personal letters that the De Luze family passed on to the Boinauds, the description most often applied to Monsieur Alfred is that of a tireless entrepreneur. After several ups and downs, this bold businessman eventually achieved his goal: over the course of a third of a century, he established a well-known independent brand. This remains the case today, with the Maison BOINAUD, the owner and producer of De Luze Cognacs.