Champagne house Lanson has released a limited edition bottle of its Rosé Label Brut NV inspired by the London borough of Shoreditch.
Aiming the bespoke bottle at a new audience of younger consumers, Lanson describes the design as “original, innovative and audacious”.
Dubbed ‘A Message in the Bottle’, the design plays on the tag concept via pale pink graffiti-style markings featuring words like ‘fruity’, ‘fresh’ and ‘elegant’, which describe the contents inside the bottle.
Aged for at least three-and-a-half years, Lanson’s travel retail director, Olivier de la Giraudière, describes the rosé as being, “as delicate as it is fresh, with soft pink hues, the subtle aroma of roses and a lingering finish filled with summer berry notes”.
“This style of Champagne deserves the ultimate bottle, and this is what we believe we have produced with this new limited edition.
“It is both innovative and on-trend, making it ideal for younger consumers; a demographic we want to tap into and gain their brand loyalty,” de la Giraudière said.
The limited release is available to buy at Sainsbury’s priced at £35 a bottle, and will go on sale at Frankfurt and Brussels airports on Valentine’s Day, and Paris airport from 13 March until 23 April.
“Lanson is unsurpassed when it comes to innovation. We have been making Champagnes for 258 years, so customers know that they will be purchasing a quality product,” said Paul Beavis, managing director of Lanson UK.
“This limited edition bottle is a further endorsement of Lanson’s innovation credentials and our willingness to surprise and delight in equal measure,” he added.
A core part of the Lanson range, Lanson rosé is marked out by its freshness of flavour and purity of fruit that comes from its non-malo style.
The Champagne is made from a blend of 52% Pinot Noir, 32% Chardonnay and 15% Pinot Meunier grapes. The wine gets its colour from the addition of 7% still red wine elaborated from Pinot Noir grown in Les Riceys, Cumières and Bouzy.
In keeping with the growing global thirst for rosé, the category now accounts for 17% of Lanson’s total sales.
Read more at source The Drinks Business