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Timeline
Timeline

Produced from the best Portuguese grape varieties, the first shipment of Lancers arrived in the US in late 1944. The distributor was Vintages Wines.

Lancers was launched in 1944, after Henry Behar visited Europe with the objective of finding a rosé wine that could be particularly appealing to the American palate. His search ended in Portugal, more precisely in the Palmela region, in the famous cellars of José Maria da Fonseca. There, he found the moderately sweet, sparkling rosé wine he had been looking for. The wine was christened “Lancers” in homage to one of Mr. Behar’s favourite paintings: “Las Lanzas” by Velázquez.

World
Lancers around the world

Portugal, Germany, Andorra, Angola, Belgium, Brazil, Cape Verde, Denmark,
Ecuador,Slovakia, Spain, USA,France, Netherlands, India, Italy, Latvia,
Luxembourg, Macau, Malta, México, Nigeria, Norway, Panama, Paraguay,
United Kingdom, Dominican Republic, Rússia, São Tomé and Príncipe, Switzerland

US
About us

Launched in 1944, Lancers is an iconic brand
and one of the Portuguese wines most sold around the world

A family business with almost two centuries of history, and one that has known how to stay up-to-date without ever sitting back on its laurels. José Maria da Fonseca has been making wines since 1834, resulting from the shared passion of a family that has known how to preserve and project the memory and the prestige of its founder.

Lancers was launched in 1944, after Henry Behar visited Europe with the objective of finding a rosé wine that could be particularly appealing to the American palate. His search ended in Portugal, more precisely in the Palmela region, in the famous cellars of José Maria da Fonseca. There, he found the moderately sweet, sparkling rosé wine he had been looking for.

The wine was christened “Lancers” in homage to one of Mr. Behar’s favourite paintings: “Las Lanzas” by Velázquez. Produced from the best Portuguese grape varieties, the first shipment of Lancers arrived in the US in late 1944. The distributor was Vintages Wines.

In 1964 Henry Behar and his partners sold Vintage Wines to Hublein Inc., which became the exclusive distributor of Lancers in the US and started its expansion into new markets all over the world. Lancers sales soared remarkably in the United States, reaching 1 million cases in the late 70s.

Presently Lancers continues to be a case-study for success, having a world-wide presence and being one of the Portuguese wines most sold around the world.

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