Lanson launches new UK consumer campaign

Published: 05 February, 2009

Champagne house Lanson is resisting the global downturn by launching a major trade and consumer campaign in the UK in 2009.

Champagne house Lanson is resisting the global downturn by launching a major trade and consumer campaign in the UK in 2009.

The company announced it planned to improve relations with the industry after a period of relative silence, starting with a print media trade campaign in February. It also plans a series of winemaker dinners in the UK having held just one in the past five years.

Paul Beavis, managing director of Champagne Lanson UK, admitted: "We need to talk to the trade. We have not had a consistent public relations strategy and have not been communicating as well as the other houses. There's a great opportunity to the trade again."

Amid dire retail forecasts for 2009, the producer plans to improve on its 2008 performance after reporting annual sales were up 10% in volume and 17% in value in the UK with rose and quarter-bottles driving sales. Beavis said: 'We are always looking for growth but not anything like double digit growth this year because we are not awash with stock"

Other plans for include the launch of a new wine aimed at the independent trade in 2009 but Lanson would not reveal further details at this stage.

A major consumer campaign will run alongside the trade campaign. It signed a three-year sponsorship deal with the O2 arena this week and has agreed to sponsor Wimbledon for a further five years.

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