La Giraudière moves up from the role of vice chairman, replacing Bernard de Nonancourt. He joined the Champagne house in 1967 as head of export and retired as joint managing director of the Laurent-Perrier Group in 1995.
He said: "I am delighted that I will be actively involved again with the development of Laurent-Perrier in the UK, working closely with managing director David Hesketh and his Marlow team. I am looking forward to attending key events on the Laurent-Perrier calendar and spending time in the country I consider my second home."
La Giraudière is replaced as vice-chairman by Alexandra Pereyre, eldest daughter of de Nonancourt.
Meanwhile, Laurent-Perrier UK has appointed Craig Smith as sales executive for on and off-trade in northeast England and Scotland. He joins from Moët Hennessy, where he worked for two years as a regional account manager.