Champagne Lanson reinforces travel retail commitment ahead of 260th anniversary

Champagne Lanson has said it will look to step up its travel retail presence, as part of the brand’s 2020 Strategy for its 260th anniversary.

François Van Aal joined this year from Rémy Cointreau Global Travel Retail

President François Van Aal, who joined the Champagne company in January from Rémy Cointreau Global Travel Retail, has announced a strategic refocus to increase Lanson’s presence in travel retail.

“Lanson is back in travel retail more than before. We have a commitment to make this channel bigger [for us] than before,” Van Aal said.

The brand exhibited at this year’s TFWA World Exhibition in Cannes for the first time in four years and Van Aal said this was symbolic of Champagne Lanson’s renewed commitment to the channel.

At the show, he said: “We have a lot going on in terms of discussions with operators to give Lanson a bigger presence than we have today. Today our key main operators are Lagardère, Heinemann and Dufry, where we have listed the whole range. We want to be bigger in Europe, as well as in Asia and the Americas.”

The planned growth in travel retail comes ahead of the brand’s 260th anniversary in 2020. This will see new packaging, gift packs and activations specifically aimed at travel retail.

Lanson Green Label embodies the wider vision of the brand, Champagne Lanson Cellar Master Hervé Dantan says

One of these new developments is Lanson Green Label, a new organic cuvée. Lanson said this addition makes the company one of the very few international Champagne houses to offer a bio cuvée in its permanent range.

Champagne Lanson Cellar Master Hervé Dantan said: “The environment protection is a major issue for our brand. The excellence goals of Champagne in the world of sparkling wines has to go beyond the premium quality of the cuvées. It demands a much wider vision and involves practises built on sound foundations focused on ethics and the fulfilment of modern societal expectations, including environmental sustainability.”

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