Strong double-digit domestic growth in Australia and New Zealand since the outbreak of the coronavirus (Covid-19) is giving Champagne Lanson’s travel retail division renewed confidence for sales in the region as travel recovers.

In Australia and New Zealand, domestic sales rose +29% and 21% respectively in 2020, significantly out-performing the category in general (champagne in Australia, for example, was up +14% in volume).

The strong performance follows the launch of the new Lanson marketing campaign and communication platform, refining of the range from 15 to 10 cuvées and upgraded packaging. In addition, an exclusive gift-box containing a bottle of Champagne Lanson Rosé and two glasses for the Australia market has proved a popular choice in retail outlets.

Supported by a strong outdoor media campaign in Australia and social media campaigns on Facebook and Instagram, Champagne Lanson has significantly grown the brand’s market position in both countries.

‘AMAZING WORK’ WITH REGIONAL PARTNERS

Edouard Boissieu, Head of Travel Retail, Lanson said: “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 another priority for Lanson moving forward. “We see real potential for Champagne Lanson in Asia. Hainan is an obvious location, given the incredible growth in business there, but other locations such as Hong Kong, Singapore, Kuala Lumpur, Bangkok and Taiwan etc are equally interesting.”

De Boissieu points out 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.”

According to De Boisseu, this gives travel retailers the perfect 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.”

In conversation with TRBusiness at the end of last year, De Boisseu said the overall trend in the way consumers view wines and spirits would continue to be ‘less but better’. He also suggested consumers would drink less, but spend more on what they actually consume. “This is, of course, good news for the high-quality champagne brands such as Landon,” he remarked.

A trend for increased interest in and demand for organic products is also apparent. “We believe Covid-19 has only accelerated this. Champagne Lanson’s Organic Green Label was introduced to travel retail markets to target the millennial demographic, the environmentally concerned and those that wish to enjoy an organic, high-quality, refreshing aperitif.”