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Champagne Lanson defines 2020 plan

New president of Champagne Lanson, François Van Aal, has outlined his vision for travel retail for the brand. It is driven by a strategy refocus to strengthen its presence in the channel. 

To reflect this, the brand has made changes and additions to its Champagne range and will be unveiling new packaging, gift packs and activations, specifically aimed at travel retail.

The producer claims that 20 workshops took place between March and September of 2019 with 10 people dedicated to the relaunching of the brand. These staff covered oenology, production, commercial and marketing and communications. 

Lanson has suggested that the remainder of 2019 will see the definition of its relaunch confirmed, launch in 2020 and then implementation from 2021-2024.  

One of the brand’s new innovations is to introduce Lanson Green Label, its Organic Cuvée, making Maison Lanson one of the very few international champagne houses to offer a bio cuvée in its permanent range. 

Hervé Dantan says: “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 societalexpectations, including environmental sustainability.”


2 October 2019 - Sam Coyne The Drinks Report, editor