If anyone could be said to keep the Champagne industry bubbling along nicely, it would be Lanson. For more than 250 years, the company has been crafting impeccable Champagnes using both traditional techniques and grapes from some of the region’s finest vineyards. With its distinctly fresh, mouthwatering style and exceptional purity, the brand may be based in the capital of Champagne, Reims, but much of its exciting advancements and initiatives take place in Britain. Which is where Paul Beavis comes in.
The boss of Lanson UK for almost a decade, Beavis recognises the importance of keeping things fresh and exciting. We spoke to the Managing Director about the importance of innovation.
From small Christmas bottles to partnering with Wimbledon, Champagne Lanson isn’t afraid of a limited edition. Why do you think it is so important to keep things fresh and exciting, and not simply sell one product without deviation?
We have been making Grande Marque Champagnes for 258 years. And for us it’s all about keeping up with the times within reason and not becoming complacent. We do very well in a very competitive market and that is because we continue to keep our eye on the ball – and the competitor!
But, in general terms, we’re lucky to have a fantastic and loyal customer base who love our style of Champagne because above all we have retained our fresh and zesty taste; and because of our unstoppable commitment to the highest quality and longer ageing capability.
We’re an aspirational brand which believes in having fun. With the right partner, like The Championships, Wimbledon; and/or right innovation, like our neoprene cooler jackets and/or miniature bottles, we can offer our customers something relevant, premium – and innovative – all at the same time. Lanson’s message, above all else, is about high quality, relevant innovation and consistency.
Supplying to royalty, as Lanson does, is a prestigious appointment. Why does Lanson do this better than anyone else?
Queen Victoria awarded Lanson its Royal Warrant in 1901 making us one of the first official champagne suppliers to the Royal Household. And we continue to supply to this day. It is an absolute honour and a privilege – one we do not take for granted. It is all about respect at the end of the day.
When was the last major rebranding of Lanson, and why was this?
Our labels were given a makeover in 2015. We introduced our ‘heritage’ year ‘1760’ on our core style – Lanson Black Label. In 2018, we will be launching our fabulous new Grand Crus Noble Cuvée 2002 Blanc de Blancs and Noble Cuvée 2002 Brut range into specialist outlets, which is very exciting for us, as it extends our portfolio even further.
Why do you believe it to be important to produce a range of different champagnes, from Prestige to Non Vintage, and not just focus on the highest end of the drinks spectrum?
There is an obvious commercial element to this, but our primary reason for launching our extensive range is to offer something extraordinary for our customers. From our core Black Label, Rose Label, White Label, Ivory Label – to our Extra Age range, Noble Cuvée range, Vintage Gold Label 2008 and vintage collection: 1976, 1979, 1983, 1985, 1988, 1989, 1990, 1995, 1996, 1997, 1998 and 1999.
The House of Lanson is one of a select few Champagne Houses to possess a truly impressive collection of fine vintage Champagnes. Each coveted bottle has been carefully crafted by our exceptionally talented Chef de Caves, Herve Dantan.
Do you remember the first time you had a glass of Champagne, and what you thought of it?
Ironically, it was a glass of Champagne Lanson Black Label! I was 19-years-old and enjoyed a glass to celebrate my first job in the wine at Grants of St James as they were distributors for Lanson. I remember feeling special and it seemed fitting to have a glass of Champagne – it was truly a sense of achievement.
Lanson recently announced that Ocado would begin offering your organic champagne. What is the importance of organic wine in your industry, and why did you want to make it readily available to everyday shoppers?
Lanson’s new Green Label Brut Organic helps future-proof the industry. Not only for educational reasons. The category as a whole can learn a lot from biodynamic vineyards and about sustainability. We are committed to learning about the effects of producing an organic champagne from our own biodynamic vineyards and this is helping us shape some of the future ideas and strategies that can be used in our other vineyards.
Giving customers the opportunity to try organic is truly important, volumes are limited so its not a case of being able to sell it everywhere, especially when other markets globally are looking for more supply.
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