Champagne Lanson Will Launch Tennis Travel Retail Series
The brand will debut a limited edition release in 2027 to celebrate the 150th anniversary of the Wimbledon tournament.
Updated on Oct. 5, 2026 in Wine
Live Poll
Do you find that brand partnerships with sporting events make you more interested in those products?
Champagne Lanson will launch a global travel retail activation program during the 2027 tennis season. This initiative includes a one-year limited edition release to commemorate both the 150th anniversary of Wimbledon and the brand's 50-year partnership with the event.
Why it matters
The campaign serves as a strategic move for the company to expand its travel retail footprint within the Asia-Pacific region and the global cruise sector. It builds upon a long-standing partnership to leverage historical brand milestones for international market growth.
Lanson produces specialized packaging including a 200ml twin pack for travel retail, with 85% of its total output currently exported across 100 countries. The upcoming 2027 activation follows a 50-year partnership duration with Wimbledon.
The players
Champagne Lanson
This is a historic French champagne house based in Reims that has maintained a partnership with the Wimbledon tennis tournament for five decades.
Wimbledon
Also known as The Championships, this is the oldest tennis tournament in the world and is held annually in London.
Dubai Duty Free
This is one of the world's largest airport travel retail operators located at Dubai International Airport.
Lagardère Travel Retail
This is a global company that specializes in retail and food services within transit hubs such as airports and train stations.
The details
Promotional efforts will involve collaborations with Dubai Duty Free, Eurotunnel, and Lagardère Travel Retail, featuring activations adapted to specific operator agreements. Additionally, the company intends to replicate its 2026 Covent Garden pop-up bar experience to engage travelers in 2027.
Timeline
The global travel retail activation and limited edition product launch are scheduled for 2027.
Roadmap
This activation marks a shift toward dedicated travel-retail luxury positioning as brands fight for shelf space in international transit hubs. It positions Lanson to compete more aggressively in the Asia-Pacific market against established champagne rivals.
Travelers passing through major transit hubs and airport retail partners can expect to see exclusive 200ml twin-pack formats available for purchase starting in 2027. These specialized product sizes provide a more portable option for consumers looking for luxury goods while in transit.
The takeaway
Consumers should keep an eye on premium retail outlets in major transit hubs during the 2027 tennis season to access these limited-run anniversary products. This launch highlights the continued value of long-term sporting partnerships in driving product exclusivity.
Further reading
For more insights into the evolving landscape of global beverage trends, visit our Wine section.
Source note: This article includes information reported by TRBusiness - Travel retail news, duty free news and business data.
Live Poll
Do you find that brand partnerships with sporting events make you more interested in those products?
