Green Label echoes Lanson’s dynamic approach to global travel retail

By Luke Barras-hill |

Herve-Dantan-Lanson

Hervé Dantan, Cellar Master, Champagne Lanson.

Champagne Lanson says this year marks a revitalisation in its attention to and direction in global travel retail, as the maison charts a ‘grand vision’ for success in 2020.

Riems-based Lanson unveiled plans to increase its exposure in duty free earlier this year following a restructure, with former Rémy Cointreau Global Travel Retail executive François Van Aal named Lanson President.

In line with its commitment to the industry, the Champagne house will introduce Lanson Green Label, a new organic cuvée that represents ‘the fruit of Lanson’s commitment in favour of a more sustainable, environmentally respectful viticulture’.

Francois-van-Aal-Lanson

François Van Aal, President, Champagne Lanson (right) outlines the brand’s commitment to travel retail during a press conference at the 2019 TFWA World Exhibition & Conference.

‘HAUTE COUTURE’ PRODUCTION

According to Lanson, it is one of the few international Champagne houses to possess a bio cuvée in its permanent range.

Cellar Master Hervé Dantan said: “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.”

During the recent TFWA World Exhibition & Conference in Cannes, the Champagne house announced officially its brand strategy refocus.

It has already tweaked and added to its existing Champagne ranges and aims to reveal new packaging, gift packs and activations engineered specifically towards travel retail.

Founded in 1760, Maison Lanson employs ‘haute couture’ production tools in its vinification process, which is inspired by the richness and quality of its grape supply (*100 different crus from 550 hectares of vineyards) and longer ageing times.

For more on Champagne Lanson’s travel retail strategy, click here.

*Within this number, approximately 50% are Grand Crus and Premier Crus.

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