Champagne Lanson has announced it is launching its latest limited and collectible Champagne edition concept at Paris Charles de Gaulle Airport from 30 August through to 29 September – taking on a musical box theme.

The Champagne maison is well known for its memorable and innovative packaging design concepts, having produced collectible designs for some of its marques in duty free and travel retail for many years to compliment its boxed Champagne presentations.

This year is no different, with the Champagne house announcing the launch of its ‘audacious and elegant Music Box’ that it says combines both ‘the visual elements of the Lanson brand with a unique concept that enables an amplified sound when paired with your smartphone device’.

MÉTHODE CHAMPENOISE WITH A SECONDARY RHYTHYM

In effect – and courtesy of its special resonance system – this ‘special new Music Box’ (pictured left) will allow purchasers to enjoy a glass or two of Champagne Lanson while also listening to their favourite music – wherever and whenever they want.

Commenting on this sensory combination of good taste in both Champagne and music, Lanson Travel Retail Director, Olivier de La Giraudiere said: “This new music box is completely different to anything we have ever released.

“The fact that it has such a unique and contemporary use is testament to what is needed in travel retail to entice and satisfy both the retailer and the consumer.”

‘EXCLUSIVE, UNIQUE AND INNOVATIVE’

The company said that the new combination is being used to highlight both Lanson’s Black and Rose Labels, with both pink and black Music Boxes clearly illustrating how the music box can be used as a speaker, as well as displaying the famous Lanson cross and ‘The Perfect Start’ slogan.

“Launching something unique in travel retail is an exciting opportunity,” said de La Giraudiere. “Over the years, it has become increasingly difficult to gain ground in travel retail, due to the amount of competition and relatively small shelf space available to our category.

“We work hard to ensure what we release is exclusive, unique and innovative to appeal to our current customers, while also attracting new ones.”