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Educating consumers and the trade about Champagne is at the heart of Lanson International’s new L’Académie de Lanson concept.
The push includes a new interactive website – lacademiedelanson.com – with dedicated consumer and trade sections, and a link-up with the Academy of Food & Wine Service, which sees L’Académie de Lanson becoming the headline sponsor for the AFWS’s Restaurant Manager Hall of Fame.
Lanson International will also become the first wine brand to be accredited and kite marked by AFWS as a trade educator.
Paul Beavis, managing director of Lanson International UK, said: “L’Académie de Lanson has been launched to inform and engage with all champagne drinkers; from the consumer wishing to explore and understand different styles, to members of the food, drink and hospitality trade who work to stock, serve and recommend a balanced champagne offering, whether it be in an on or off-premise situation.
“In our eyes, L’Académie is a continuation of a journey first embarked upon by the Champagne Lanson team in 2008. We identified a notable lack of knowledge about champagne in comparison to still wines and a desire to learn more. Education and information has been a core part of our communication ever since and L’Académie de Lanson is an extension of this.”
The latest version of The Lanson Little Black Book is now available to request from lansonlittleblackbook.co.uk.
Story by Laura Clark
Courtesy of Harpers Wine and Spirit Trades Review