Lanson announces change in company identity, strategy

22 June, 2010

In its 250th anniversary year, Champagne Lanson is changing its corporate identity in the UK, renaming its operations Lanson International UK.

The move follows the name change earlier in June 2010 – designed to reflect the group’s focus on the Lanson champagne brand in international markets – of Lanson’s parent company, from Boizel Chanoine Champagne to Lanson-BCC.

Lanson International UK will now reshape its UK strategy to offer the non-malolactic Champagne Lanson as the “perfect aperitif”; the Besserat de Bellefon Cuvée des Moines range blended to accompany food; and the full-bodied Champagne Tsarine range as a celebration pouring fizz.

Unveiling the new company identity at the first day of the Wimbledon tennis championships in south-west London on Monday (June 21), managing director of Lanson International UK Paul Beavis said:

“In this exciting move we are consolidating the significant achievements made by the Lanson brand in recent years and adding to it two truly differentiated offerings covering the food and indulgent occasions, and all at different price points.”

Shares in Lanson-BCC are owned 54.32% by the families of Bruno Paillard, Philippe Baijot and Roques-Boizel, and 22.67% by S.A.S. Champagne Bruno Paillard, with the balance held by Groupe Caisse d’Epargne and public and Treasury shares.

In addition to Champagne Lanson, the company also controls Maison Burtin (Besserat de Bellefon), and champagne houses Alexandre Bonnet, De Venoge, Philipponnat, Chanoine Frères and Boizel.

The company’s shipments fell from 21.7m bottles in 2007 to 19.8m in 2008, rising again to 20.97m bottles last year.

Champagne Lanson is in its 33rd year of sponsorship of the Wimbledon Championships tennis tournament at the All England Club.

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