Plans include new packaging from the autumn, PR deals with record breaking yachtswoman Ellen MacArthur and chef Gordon Ramsay, two new range
extensions and the end of deep discounting activity.
Allied Domecq, which bought the brand in 2001, wants to take Mumm back to its “glory days”.
Vincent Gillet, UK manager for Mumm, admitted the new value strategy had contributed to a 30% drop in value sales and 36% drop in volume over Christmas (MAT 12/04), when the price of a bottle increased from £13 to £17.99 compared to the previous Christmas.
“As a serious global Champagne player we are not willing to offer the deep discounting levels we have done in the past,” he said. “Long-term, the sort of discounting we have seen on Champagne is utterly irresponsible.”
Two premium additions - Mumm Grand Cru and Prestige Cuvée - will be launched in July and September respectively and a ‘Champagne Survival Kit’ which instantly chills the wine will be unveiled in the summer.
The new label has a smarter, simplified look, highlighting the history of the brand.
Gillet said it would be marketed by people who had shown “pioneering spirit”, including Bear Grylls, the youngest Brit to climb Everest.