Champagne Lanson has highlighted Oceania and Asia as key target regional markets for Champagne sales growth in travel retail.
Double-digit growth in domestic sales of Champagne Lanson in Australia and New Zealand since COVID-19 is, according to the company, giving its travel retail division renewed confidence for sales in the region as travel slowly begins to recover.
Both strong Champagne markets, Australia and New Zealand saw domestic sales up +29% and +21% respectively during 2020, significantly out-performing the category in general, Lanson added.
Lanson said the strong performance follows the launch of a new marketing campaign and communication platform. The Champagne house has also refined its range of cuvées from 15 to ten and upgraded packaging.
For the Australian market, an exclusive gift box containing a bottle of Champagne Lanson Rosé and two glasses has proven a popular choice with consumers.
Supported by a strong outdoor media campaign in Australia, and Facebook and Instagram campaigns, Champagne Lanson said it has significantly grown the brand’s market position in both countries.
Lanson Head of Travel Retail Edouard de Boissieu commented: “Given these amazing results we are already working with our regional partners to ensure that Lanson has good visibility and shelf space for when New Zealand and Australia opens its borders to international travel.
“We are very excited about the potential for our Champagnes in the region – particularly the new cuvées Le Black Réserve and Le Blanc de Blancs – which are exclusive to duty free, wine retailers and on-premise.”
Developing business in Asia is a further priority for Lanson. “We see real potential for Champagne Lanson in Asia,” de Boissieu added. “Hainan is an obvious location, given the incredible growth in business there, but other locations such as Hong Kong, Singapore, Kuala Lumpur, Bangkok, Taiwan etc, are equally interesting.”
De Boissieu noted that China is still a developing market for Champagne. “The challenge is that while imports of Champagne are increasing into China every year (with the exception of 2020 due to COVID-19) most sales are via the on-trade rather than retail.
“This is changing, slowly, but Champagne is still not too visible outside hotels, restaurants and bars.”
De Boissieu believes this gives travel retailers an ideal opportunity to bring Champagne to the attention of Chinese consumers. “We can create visibility and engagement in airports and downtown in a way that domestic retail cannot.
“I believe that with the regulations changing in Hainan to allow liquor brands to be present, there is now an unprecedented opportunity for Champagne. With our award-winning Champagnes and strong marketing and communication support platforms, Lanson has much to offer the travel retail business in China and the wider Asia and Oceania markets,” de Boissieu concluded.
In a recent interview with The Moodie Davitt Report Founder and Chairman Martin Moodie, Champagne Lanson President François Van Aal reflected on Lanson’s heritage and the sobering impact of COVID-19.
