Launched in 1944, the brand Lancers has been, since then, a case-study for success in the José Maria da Fonseca portfolio. The visit of Henry Behar, an American, to José Maria da Fonseca, prior to the Second World War end, and his idea of launching a rose wine in the United States, became in fact, the absolute turning point of the company’s business. Lancers distribution throughout north-american market allowed that, in mid sixties, half a million cases was sold. Lancers sales soared remarkably, reaching 1 million cases in the late 70s. Lancers image represented, since the beginning, an appealing product, easy to drink, with a readable name (the wine was christened “Lancers” in homage to one of Mr. Behar’s favourite paintings: “Las Lanzas” by Velázquez), versatile with every type of food, accessible to young generations of north-american’ s consumers, fulfilling all the necessary requirements to a spread diversity of drinking moments. Aware of the consumers’ new concerns and trends, and with the purpose of creating more consumption situations, José Maria da Fonseca, following the launching of Lancers Rose Free, decides to launch a new Lancers White Free. It is an alcohol- free wine (due to de-alcoholization physical process), addressed to wine lovers who, due to the most various reasons, and in particular situations, prefer to drink a non- alcoholic wine. José Maria da Fonseca Fonseca is the oldest and one of the most prestigious wineries in Portugal, producing wines, Port and Setúbal Moscatel. With over 650 hectares of land under vine in our main wine regions: Península de Setúbal, Alentejo and Douro, José Maria Fonseca also boasts Portugal’s largest winery, with capacity to produce 6.5 million litres of wine in a totally computerised operation.
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