October 11 2022  |  Spirits & Tobacco

Maison Lanson introduces Noble edition at TFWA Cannes

By Laura Shirk

Brut Vintage 2004

Blanc de Blancs Vintage 2004

During its annual press conference at TFWA World Exhibition, Maison Lanson revealed NOBLE CHAMPAGNE.

This 2004 vintage will be introduced to select travel retail partners, which can reflect the superior quality of one of the oldest vintages currently on the market.

Bottled as a limited edition, Noble Champagne embodies the quest for excellence of Maison Lanson. Aged by winemaker Hervé Dantan, for almost two decades, Noble Champagne offers the purest juices. The product is vinified according to the original champagne method, without malolactic fermentation.

Made exclusively from the Grands Crus from the Côte des Blancs and the Montagne de Reims, Noble Champagne Brut combines the chalky finesse of Chardonnay (70%) with the structural elegance of Pinot Noir (30%). It reveals a gourmand nose, a prelude to a voluptuous and extensive palate. Noble Champagne is also available in Blanc de Blancs.

Along with Noble Champagne from Maison Lanson, Champagne Lanson introduced earlier this year its cuvées Le Vintage 2012 and Le Rosé Fruit Market, helping to create a strong portfolio from the 262-year-old Champagne House, which meet the demand for all travelers’ tastes.

The company reports solid growth within the global travel retail sector and continues to benefit from the current boom of the champagne category. Edouard De Boissieu, Head of Travel Retail, Champagne Lanson says considering the surging demand for champagne, 2022 potentially looks to reveal a record year for the company.

“That our business has not only recovered from the setback of COVID-19 but is now ahead of 2019 is a real achievement. We are still in extremely challenging times and the rising cost of living may have an impact, but at the moment it seems that champagne is still very much in favor with traveling customers – and long may that last!

“In travel retail the demand has been unexpectedly high too, especially since May of this year, with very high sales during the summer period. We are hearing from many of our retail partners that champagne is accounting for an ever-increasing percentage of liquor sales.

“We will continue to support the channel with brand activations, which we believe are key for raising the profile of Lanson and introducing travelers to our various cuvées. Alongside our annual activations to support the Wimbledon Tennis Championships we have unquestionably seen the benefit of HPPs, for example, to support the launch of Le Rosé Fruit Market.

“We will be happy to further discuss with our brand partners ideas for activations during 2023. We are particularly keen to continue the idea of our ‘bistronomie’ experience, promoting the art of pairing champagne with food. This has worked extremely well for us and, we believe has much potential to develop in the coming year,” says De Boissieu.

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