The push kicks off in March and will include ads in consumer press promoting the launch of a 52-page pocket guide to “all things Champenoise”. Outdoor ads will follow in June.
The Little Black Book of Champagne retails at £5.99 but will be available free of charge to the trade and consumers at
It includes a guide to choosing and tasting Champagne, a glossary of terms and information about the region’s rules, grape varieties, soils and climate.
The book will also explain the different tastes of malolactic and non-malolactic styles of Champagne.
The activity is part of a five-year plan by Lanson International to reposition the brand as an ideal aperitif.
Future marketing campaigns will focus on Lanson’s use of non-malolactic techniques, which result in “elegant wines with a crisp, clean taste and an exceptional purity of fruit”, according to UK managing director Paul Beavis.