Lanson aims to boost ­retailer and consumer knowledge of Champagne through a new website.

Launched under the brand's L'Académie de Lanson education initiative, the site has areas for consumers and trade.

L'Académie de Lanson would help to change how ­retailers view Champagne, said Lanson UK MD Paul Beavis, who claimed the category was fragmented and should be managed by the value of its subcategories. "Rosé champagne is 25% of the category [by value], but shelf space doesn't reflect that."