Lanson highlights Oceania and Asia as key for development of TR Champagne sales

Double digit growth in domestic sales of Champagne Lanson in Australia and New Zealand since Covid-19 is giving the travel retail division renewed confidence for sales in the region as travel begins to recover. Both strong Champagne markets, Australia and New Zealand saw domestic sales up +29% and +21% respectively during 2020, significantly out-performing the category in general (Champagne in Australia, for example, was +14% vol). 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, for the Australia market, an exclusive gift box containing a bottle of Champagne Lanson Rosé and two glasses 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. “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,” says Lanson head of travel retail Edouard de Boissieu. “We are very excited about the potential for our champagnes 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 key 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, 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.” But De Boisseu believes 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,” he says. “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.”

February 3, 2021

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