Allied Domecq has its sights set on pole position in the UK champagne market for its leading brand Mumm. The fizz is back in fifth place behind Moët and Chandon, Lanson, Heidsieck Monopole and Veuve Clicquot, but it plans to overtake its rivals with a campaign based on its role as the official champagne of Formula One racing. Motor racing fans are accustomed to the ritual waste of magnums of Mumm by the drivers on the winners' podium and the spirits giant is hoping to capitalise on its links with the sport. It is planning a quick start off the grid in June with on pack promotions, tailormade instore support and an events programme, which will be followed up at the end of the summer with poster and press advertising. The company is keeping the value of the support package close to its chest but senior brand manager Mark Wallace said: "This is a big step forward for the brand. We have set our sights on snatching the champagne crown and positioning Mumm as the champagne for celebrating happiness. "The campaign will differentiate the brand and add value to the category at a time when it has been suffering from excessive price cutting. It will also enable retailers to optimise their margins and increase profit." A Formula One instant win competition on 100,000 promotional bottles will jump start the initiative. Neck tags will offer consumers the chance to win holidays at the Grand Prix venues. Mumm mobile hospitality units will be travelling around the country during the summer to high profile events such as the Grand Prix at Silverstone and Cowes Week. {{DRINKS }}