Introduction

In the heart of Reims, France, the capital of Champagne, I sat down with François Van Aal, President of the historic Maison Champagne Lanson. Known for honoring centuries-old traditions while guiding the brand into a vibrant future, François offers a rare glimpse into the business mindset behind one of the world's most celebrated champagne houses. At the center of our conversation: the patience, precision, and vision required to sustain a legacy in luxury.

Episode Summary

We explore what makes Lanson unique, from its minimum four-year aging process to the deep-rooted culture that shapes every decision. François shares how "second-tier positioning", whether intentional or not, is often the natural result of hundreds of strategic choices over time. We discuss where champagne sits within the broader luxury landscape, how the Maison's culture defines its brand experience, and why true luxury is about more than price point, brand image, and simply the product in the glass. This is a conversation about strategy, legacy, and the art of careful positioning.

Key Takeaways

• Play the long game: Both in champagne and in business, the richest rewards require patience, discipline, and substantial upfront investment.

• Positioning by design: Market position is often the sum of countless small, intentional decisions and not just one grand strategy.

• François's definition of luxury: Heritage, experience, and accessibility are the true foundation of a luxury brand.

Spotlight

www.lanson.com

🔗 François Van Aal on LinkedIn

Contact Host

Website- www.jeffreyshaw.com

Speaking- www.jeffreyshawspeaks.com

Books- www.jeffreyshaw.com/books

LinkedIn- https://www.linkedin.com/in/jeffreyshawauthor/