Lanson is attempting to lure football fans away from lager with the launch of an affordable World Cup Champagne.
The £22.49 bottles, which will be available to football fans worldwide, demonstrate the ever-widening demographic that major Champagne brands are targeting.
Although the combination of Champagne and football is no stranger to what former Ireland and Manchester United firebrand Roy Keane famously described as the 'prawn sandwich brigade' in the executive boxes, this is the first time that Lanson has launched a football Champagne that is available to consumers.
The growing band of affluent, middle class football viewers and the increasingly accessible image of Champagne are thought to be the driving force behind Lanson's new venture, which follows in the footsteps of its special edition Black Label Wimbledon Issue that went on sale last month.
Lanson's launch of the champagne coincides with a range of high-end football paraphernalia currently in the high street, including designer footballs from Savile Row tailor Richard James and fashion designer Paul Smith.
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