February 3 2021  |  Industry News

Lanson lists business development in Asia & Oceania as key priority

By Laura Shirk


Following the launch of the brand’s new marketing campaign and communication platform, Champagne Lanson is achieving good visibility and strong growth of domestic sales in Australia and New Zealand

As travel begins to recover, double-digit growth of domestic sales of Champagne Lanson in Australia and New Zealand since the start of COVID-19 is providing the travel retail division renewed confidence for sales in the region.

Described as strong champagne markets, both countries experienced an increase in domestic sales in 2020, +29% and +21% respectively, significantly out-performing the category in general.

The notable performance follows the launch of the brand’s new marketing campaign and communication platform, refining its range from 15 to 10 cuvées and upgrading packaging. Additionally, a popular choice in retail outlets, the company is offering an exclusive gift box containing a bottle of Champagne Lanson Rosé and two glasses in its Australian market.

Supported by an outdoor media campaign in Australia and active social channels via Facebook and Instagram, Champagne Lanson has significantly grown its market position in both countries.

“Given these amazing results we are already working with our regional partners to ensure that Lanson has good visibility and shelf space for when Australia and New Zealand open its borders to international travel.

We are excited about the potential of our champagnes in the region – particularly, the new cuvées Le Black Réserve and Le Blanc de Blancs – which are exclusive to duty free, on-premise and wine retailers,” says Edouard de Boissieu, Head of Travel Retail, Lanson.

Moving forward, developing business in Asia is a key priority of Lanson. Although Hainan is an obvious choice of location, considering its growth in business, other locations including Hong Kong, Bangkok and Kuala Lumpar are of equal interest to the team. When it comes to champagne, De Boissieu points out that China is still a developing market.

“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.

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 spirits and 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,” he adds.

Brand News

March 4 2021

Cono Sur and MONARQ Group announce…

This week, Cono Sur Vineyards & Winery, founded in 1993 with a vision to produce premium, expressive and innovative wines…

By Laura Shirk

March 2 2021

Rituals Cosmetics inspires joy…

Rituals Cosmetics has unveiled its new uplifting collection, The Ritual of Mehr, which is made up of products designed to…

By Laura Shirk

February 24 2021

Ethos Farm brings back shareable…

This week a new enterprise was launched with the potential to revolutionize the “new normal” customer experience. MyClearMask,…

By Laura Shirk

February 22 2021

Bowmore reframes legacy of time…

Bowmore Islay Single Malt Scotch Whisky is pleased to unveil a global travel retail exclusive. The new addition joins its…

By Laura Shirk

February 19 2021

Penfolds celebrates Year of the…

Penfolds, in partnership with Dubai Duty Free, has launched a series of brand activations to…

By Laura Shirk

February 18 2021

Art x Whisky blend: The Macallan…

This week, Duty Free & Travel Retailing Magazine was invited to take part in the release of The Macallan’s Anecdotes of Ages…

By Laura Shirk

February 17 2021

Penfolds releases scores for California…

Following its Penfolds California wine tasting held earlier this month, the company is proud to share the first scores and…

By Laura Shirk

February 17 2021

Penfolds launches ground-breaking…

At an exclusive wine tasting event in Singapore, Penfolds unveiled its latest range of red wines. Via video link from Australia,…

By Rebecca Byrne in Singapore

February 17 2021

Victorinox unveils Forget Me Not…

Forget Me Not for women by Victorinox walks the olfactory fine line between delicate and bold with boundless confidence.…

By Laura Shirk

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap