Champagne House Lanson's Packaging Appeals to a New Generation
Justin Lam — January 24, 2018 — Lifestyle
References: thedrinksreport & thedrinksbusiness
Champagne house Lanson's newest release is a limited-edition bottle of its Rosé Label Brut NV featuring artwork inspired by the London borough of Shoreditch. Made as a blend of Pinot Noir and Chardonnay, this elegant and fruit-forward champagne is a popular choice among fans of the brand. Aged for at least three-and-a-half years, this rosé is delicate, fresh and filled with summer notes.
Dubbed 'A Message in the Bottle,' this limited-edition packaging comes adorned with pale pink graffiti-style markings all along the bottle. This special-edition design was done by the champagne house in an effort to attract younger buyers and establish a sense of brand loyalty in them. Lanson has been a major champagne producer for 258 years and credits its continued existence to innovations like this.
A Message in the Bottle will be available for purchase at the Frankfurt and Brussels airports on Valentine's Day 2018, and will then be available in Paris airports from March to April.
Dubbed 'A Message in the Bottle,' this limited-edition packaging comes adorned with pale pink graffiti-style markings all along the bottle. This special-edition design was done by the champagne house in an effort to attract younger buyers and establish a sense of brand loyalty in them. Lanson has been a major champagne producer for 258 years and credits its continued existence to innovations like this.
A Message in the Bottle will be available for purchase at the Frankfurt and Brussels airports on Valentine's Day 2018, and will then be available in Paris airports from March to April.
Trend Themes
1. Graffiti-inspired Packaging - Integrating graffiti art into product packaging to appeal to younger consumers presents an opportunity for disruptive innovation in the consumer goods industry.
2. Limited-edition Packaging - Creating limited-edition packaging for a product to attract and establish brand loyalty in younger buyers is a trend to watch in the luxury goods industry.
3. Regional-inspired Packaging - Incorporating regional references into product packaging to appeal to a specific demographic is a trend that can be leveraged for innovative marketing strategies in the beverage industry.
Industry Implications
1. Consumer Goods - Innovative packaging design that appeals to younger consumers presents a growth opportunity for the consumer goods industry.
2. Luxury Goods - Limited-edition packaging for luxury goods can provide a disruptive innovation for brands looking to attract a younger demographic.
3. Beverage - Incorporating regional art and design into packaging to appeal to specific demographics presents an opportunity for disruptive innovation in the beverage industry.
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