Sixty years after its debut LANCERS remains one of the most enduring and best recognized imported wines in the United States. For many American wine lovers, their first introduction to the world of wine began with a glass of Lancers Rose.

Lancers Rose and Lancers White originate in the vineyards of Portugal. The brand was created by the Soares Franco family, owners of Portugal’s historic and highly regarded J.M. Fonseca winery. Lancers’ early success dates back to its popularity with American troops returning home from the battlefields of Europe at the conclusion of World War II. Eager to celebrate, the soldiers were quick to embrace the crisp, refreshing charms of Lancers Rose.

Lancers takes its name from a famous painting, “Las Lanzas,” by the 17th century Spanish master, Velazquez. The painting was a favorite of Henry Behar, the Soares Franco family’s American business partner at the time. 

Recently, Lancers’ original painted crock bottle underwent a facelift, to be replaced by a sleek, more contemporary bottle that highlights the lively, radiant color of Lancers Rose and the crisp, refreshing appeal of Lancers White. The addition of a convenient twist-off cap closure serves to enhance the wines’ consumer appeal.

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