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Lanson serves up new tennis deal
Champagne Lanson is continuing its partnership with the UK’s Lawn Tennis Association, having recently signed a new deal to supply Champagne for the Aegon British Tennis Series at the Queen’s Club and confirming the continuation of its sponsorship of Wimbledon.
Under the terms of the deal, Champagne Lanson wines, including Lanson Black Label Brut NV and Rosé Label NV, as well as Lanson Gold Label Vintage and the Noble Cuvée range, will be served at public and VIP hospitality outlets at both major international grass court events this summer.
To celebrate being named the official Champagne sponsor for the 2009 Wimbledon Championships, Champagne Lanson is linking up with outlets in both the off and on trade to further establish Lanson as the Champagne of the Championships and the UK summer sporting season.
The forecourt of London’s Bluebird Restaurant is being transformed into a mock tennis court, complete with a large plasma screen, which will show all matches for the duration of the Championships.
A branded Champagne bar will also be installed serving Lanson Black Label Brut NV and Rosé Label NV to customers during the two weeks of the tournament. The same wines will be served to the biggest names in tennis at the Wimbledon Champion’s Dinner to be held at the Intercontinental hotel on the final Sunday of the Championships.
Champagne Lanson is also running on-trade promotions during the Wimbledon period at Grosvenor House and Corney & Barrow. Customers buying Champagne Lanson at Corney & Barrow’s City bars will have the chance to win a variety of prizes including a holiday to Champagne.
Retail initiatives include special Champagne Lanson Wimbledon branded bottles, which will be available in Waitrose, and a special edition Wimbledon neoprene jacket for the Black Label Brut NV.
Paul Beavis, managing director of Champagne Lanson UK, said: “We are delighted to continue our sponsorship of Wimbledon as this prestigious tournament is very much in keeping with Champagne Lanson’s brand values – good taste, sophistication and understated elegance.”
Alan Lodge, 11.06.2009