Vanguélis Panayotis speaks with François Van Aal, president of Champagne Lanson, to explore the house’s strategy for reconquest, its integration into the hospitality sector, and emerging trends in champagne consumption.
Vanguélis Panayotis: François, thank you for welcoming us to the Lanson house, a rare gem in the heart of Reims. How do you manage to blend centuries-old heritage with modernity?
François Van Aal: It’s a complex but fascinating recipe. Lanson, founded in 1760, combines three centuries of history with a contemporary approach. This touches all aspects of the business, from the vineyards with our winegrower partners to blending, aging, and marketing. We are present in over 80 countries, representing 85% of our shipments. In 2020, we launched a “reconquest plan,” rethinking the brand in all its aspects: marketing, communication, packaging, and distributor relations.
V.P.: You often mention the central role of the cellar master. Can you tell us more?
F.V.A.: Hervé Dantan, our cellar master since 2013, embodies the Lanson style. He manages the relationship with the winegrowers, oversees the blends, and communicates the characteristics of the wines. He notably launched the Black Réserve cuvée, a wine designed for gastronomy, with 50% Pinot Noir, 35% Chardonnay, and 15% Meunier. Aged for five years in the cellar, it includes 45% reserve wines and 70% Grand and Premier Crus. This creates a wine that is vinous, complex, and has a beautiful length on the palate.
V.P.: Champagne is traditionally associated with celebrations. How is this perception evolving?
F.V.A.: Indeed, champagne is becoming more accessible as a tasting wine. In France, it is still often linked to weddings or signed contracts, but abroad, it now accompanies meals. We have developed partnerships with around twenty chef ambassadors to promote food and champagne pairings. In Reims or Épernay, it is not uncommon to drink champagne from starter to dessert.
V.P.: Lanson seems to have a close connection with the hotel sector. What is your ambition?
F.V.A.: Hospitality is a key channel for us. It’s where consumers first experience champagne by the glass, a gateway to buying it in wine shops. We work with iconic hotels and restaurants, strengthening our visibility. Like in hospitality, everything relies on quality: “You can’t bluff your way through marketing for long. Quality must be there.”
V.P.: You are also partners of the Hospitality Awards. Why this choice?
F.V.A.: Hospitality and champagne share a quest for excellence and the creation of memorable experiences. We want Lanson to be present in the finest establishments worldwide, embodying that French elegance. As I often say, “There is magic in the bubbles, a promise of unforgettable moments.”
