Maison Lanson has revamped its Champagne Lanson range to highlight ten cuvées, presented in subtly-updated new packaging.
As reported, new branding and a refreshed campaign were revealed for Champagne Lanson earlier this year as the brand celebrates its 260th anniversary.
The campaign, which is centred on the slogan ‘It’s all about love’, highlights Lanson’s core values: openness, kindness, humility, authenticity, elegance and quality.
Focusing on a “shorter and consistent” range, Maison Lanson presents its ranges in three groups. Five core-expression Champagnes – Le Black Label Brut, Le Rosé, Le White Label Sec, Le Black Réserve and Le Blanc de Blancs – represent Lanson’s signature style.
Le Black Réserve and Le Blanc de Blancs will be unveiled in October at Paris airports Charles de Gaulle and Orly with Lagardère Travel Retail. They will be be highlighted during the ensuing festive period. Le Black Réserve will also be available through Gebr. Heinemann at selected stores. |
Three ‘Rare & Exceptional’ Champagnes – Le Green Label Organic, Le Vintage 2009, and Clos Lanson – express Lanson’s specialised terroir and expertise while two 100% Grands Crus ‘Cuvées de Prestige’– Noble Cuvée Brut 2002 and Noble Cuvée Blanc de Blancs 2002 – define an “exceptional” year.
“Travel retail remains a priority channel for Lanson. We have not diverted from our ambition to grow our footprint in this business and believe our new redefined range will help us to achieve that goal” –Champagne Lanson Head of Travel Retail Edouard De Boissieu
Champagne Lanson Head of Travel Retail Edouard De Boissieu said: “COVID-19 has impacted hugely on all of us and travel retail is facing a volume drop that could not be avoided.
“However, travel retail remains a priority channel for Lanson. We have not diverted from our ambition to grow our footprint in this business and believe our new redefined range will help us to achieve that goal.”
De Boissieu said global travel retail offers Lanson an “image-building channel where the brand still has great development potential in the mid/long term”.
He added: “Our belief in the value of global travel retail is further shown by our introduction of Le Black Réserve and Le Blanc de Blancs cuvées which will be exclusive to duty free wine retailers and on-premise, thus not available to consumers on the High Street. This gives us that point of difference for travel retail which is so important.”
Lanson said its refreshed bottle design reinforces the house’s identity and history. The Lanson Cross is featured as a symbol of kindness and openness. The Royal Warrant, a distinction awarded to Lanson by Queen Victoria in 1900, claims a prominent place on the bottle which also includes Lanson’s 1760 founding date.
An informative back label has been updated to feature more details on each wine, including blends, dosage, harvest base and bottle traceability.
Gift boxes also have a new look. “No extravagance in this redesign, but a delicate and contemporary approach to reinforce the uniqueness and values of the Maison Lanson,” the company said.
