Champagne Lanson to Launch Major Global Travel Retail Initiative for Wimbledon Anniversaries

At the TFWA World Exhibition & Conference in Cannes, Marketing & Communications Director Julie Renault announced that Lanson will introduce a one-year limited edition champagne to celebrate these milestones, targeting selected travel retail locations beyond its main UK market. Renault emphasized the significance of the upcoming year, noting, "Next year will be a very specific year, both for Wimbledon and Lanson."

While specific designs for the limited edition will be revealed later, it will be available for one year only, contrasting with previous editions that lasted two years. The travel retail segment will play a vital role in the celebrations, with prominent promotions planned in collaboration with partners like Dubai Duty Free, Eurotunnel, and Lagardère Travel Retail at London City Airport.

Emmanuel Gantet, Export Director for Champagne Lanson, stated, "We are going to duplicate quite a lot of activations next year," indicating extensive organizational efforts to highlight the dual anniversaries. The campaign will center on Lanson Black Creation and Rosé Creation, with adaptations based on specific operator agreements.

Lanson has a history of involvement with Wimbledon, recently launching a pop-up Champagne bar in Covent Garden during the tournament this summer, which was successfully received. Renault confirmed plans to repeat this activation in 2027.

Additionally, Lanson has engaged in activation efforts throughout Wimbledon Village and London, including a terrace at the John Lewis Oxford Street rooftop.

As part of its expansion strategy, Lanson is focusing on increasing its travel retail presence, especially in the Asia-Pacific region and on cruise lines. Gantet remarked on the importance of the global travel retail sector, saying, "Duty free is very important for us, and global travel retail has always been a key asset of the Lanson universe."

Although Lanson enjoys a strong European presence, Asia is now a priority due to a noticeable rise in sales in that region, particularly in mainland China. Gantet noted, "We can see a big uplift in sales in Asia-Pacific, so this is a priority for the company."

Cruise markets are also expanding for Lanson, which has seen significant growth through partnerships with major operators over the past five years.

With 85% of Lanson’s production now exported to over 100 countries, travel retail represents both a crucial sales channel and a way to engage consumers with the brand. For 2027, however, its longstanding relationship with Wimbledon will be the focal point of their strategy. Renault concluded that this partnership is valuable not only for its duration but also because "Lanson is now truly part of the Wimbledon experience."