Lanson puts onus on travel retail as it extends Wimbledon tennis partnership

By Luke Barras-hill |

Lansonbottles

The limited edition tennis racket-themed neoprene bottle cooler jackets are available at select locations in duty free.

Champagne Lanson has revealed plans to up its exposure in global travel retail, with the company’s division now being handled centrally in France.

The development comes as the Reims-based Maison announces the renewal of its status as official champagne partner of The Championships, Wimbledon for a further five years.

It has held an associated partnership with tennis’s hallowed tournament for 42 years, 18 of which as the tournament’s *official and exclusive champagne supplier.

At a media hospitality day attended by TRBusiness yesterday (1 July) to celebrate the alliance, Lanson unveiled its Vintage Lanson Gold Label 2009 and new tennis racket-themed neoprene bottle cooler jackets.

EdouarddeBoissieu

Edouard de Boissieu, Export Manager, Champagne Lanson.

AIRPORT EXECUTIONS

The limited-edition bottle cooler jackets, designed to keep champagne bottles chilled for two hours, are available in pink or green embossed with the official All England Lawn & Tennis Croquet Club insignia.

A series of activations and promotions at select airports including London’s Luton and Gatwick are supporting the product launches. TRBusiness will bring you further details on the specific locations in due course.

Earlier this year, former Rémy Cointreau Global Travel Retail executive François Van Aal was appointed as Champagne Lanson’s new President.

TRBusiness understands the move has sharpened the Maison’s focus on travel retail, prompting a reorganisation of the business.

Export Manager Edouard de Boissieu is set to assume a new position (yet to be confirmed) where he will lead the GTR function of the business.

Currently, he works alongside Global Travel Retail Director Olivier de la Giraudiere, who will be stepping down later this year according to de Boissieu.

The company is also planning to return to exhibit at the major forthcoming trade shows, including TFWA Cannes where it has been absent for several years.

Beavis_Lanson

Paul Beavis, MD (left) alongside Winemaker Hervé Dantan.

Speaking exclusively to this publication on Lanson’s travel retail strategy de Boissieu said: “We are highlighting the brand to travellers during the Wimbledon period in as many airports as we can with activations.

“We want to increase our presence, visibility and actions in travel retail as it is growing and more operators and stores are trading up and becoming show windows for products such as ours. Travel retail is a place where you can target the people you wish selected by destination and the times you wish to activate.”

Praising the extended partnership with Wimbledon, Champagne Lanson Managing Director Paul Beavis stated: “It is very exciting to be able to continue to be a part of the Wimbledon story and we have ambitious plans to build on its success.

“Our neoprene bottle jackets complements our traditional Black and Rose label bottles and we are proud to keep up with the tradition and have a new cooler jacket for collectors to appreciate.

“They also provide an instant gift solution for everyone throughout the summer garden party season. We hope to build on this and through our offer fun activities in retail outlets and with our premium on-premise clients.”

During an action-packed opening day of tennis in SW19, press attendees were treated to sumptuous cuisine and an array of Lanson champagnes, including the aforementioned Vintage Gold Label 2009.

 

Champagne Lanson is available exclusively in all the bars and hospitality marquees within the grounds of the All England Lawn Tennis & Croquet Club and in key Lanson bars, restaurants and hotel accounts.

This feeds into an ongoing Wimbledon-themed marketing activation programme dubbed ‘Serve with Style’, which includes bespoke glassware in more than 100 premium on-premise locations around the country.

Wimbledondayonemain

Sections of the media were treated to hospitality treatment courtesy of Champagne Lanson on day one of The Championships, Wimbledon.

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