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Created in 1944 by António Porto Soares Franco, oenologist and member of the 5th generation of the family, the brand Lancers has grown to be one of the most original Rosé wine icons of the planet, with a distinguish wine and an opaque bottle with a different shape.

Lancers was launched in 1944, after Henry Behar, an American businessman, 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.

In a first approach, the winemaker António Porto Soares Franco presented the rosé Faísca, which immediately pleased and served as a starting point for the creation of the Lancers rosé. Lancers was an immediate success story in the American market with sales of almost half a million boxes in the mid-1960s and one million boxes in the late 1970s.

  • 1944

    Creation of Lancers

  • 1968

    Portuguese Rosé wines were very popular among young people and even rock stars, such as Jimi Hendrix.

  • 1970

    Lancers sales soared remarkably in the United States, reaching 12 million bottles per year.

  • 1980

    Lancers continues to grow its world-wide presence on countries such as Italy, Panamá, Mexico and United States.

  • 1990

    Lancers is considered a case-study for success and becomes one of the Portuguese wines most sold around the world.

  • 2004

    Introduction of the new Lancers bottle and national and international launch campaign.

  • 2009

    José Maria da Fonseca launches the first non-alcoholic wine in Portugal (Lancers Rosé Free).

  • 2015

    Lancer’s rebranding

  • 2017

    1st Lancer’s Summer Special Edition in partnership with a Portuguese university – IADE.

  • 2018

    2nd Lancer’s Summer Special Edition in partnership with a Portuguese university – IADE.

  • 2019

    3rd Lancer’s Summer Special Edition in partnership with the visual artist Kruella D’Enfer.

  • 2020

    New Image, Packaging & Brand Communication

  • 2021

    New Lancers Sangria and Lancers Sweet