Perse is a Parisian millionaire and former cyclist who sold two supermarket chains to fund his entry into the wine business. He bought Château Monbousquet in 1993, Château Pavie-Decesse in 1997, and Pavie in 1998. He ripped out most of the old equipment, building new temperature-controlled wooden fermentation vats, a new cellar, and a new irrigation system in the vineyard. He brought in the controversial wine consultant Michel Rolland, who has seen yields cut from 55 hl/ha to 30 hl/ha with severe pruning and green-harvesting and encouraged malolactic fermentation in the wine. The result has seen the wine become much more concentrated and intense.

In 2012, Pavie was elevated to Premier Grand Cru Classé (A) status, which made it one of four such Saint-Émilion producers.