FRANCE: Mumm launches new packaging design
The Champagne house G. H. Mumm has unveiled new packaging across its range. The new packaging, due to be introduced in the UK this autumn, has been designed to create a unified look across the various products in the range.
The company's brands will still bear the brand's iconic red sash, which is symbolic of France's highest civilian award, the Legion of Honour.
"We've conducted extensive research in the last two years that indicates the brand still lacks signs of a strong heritage, despite a repackaging initiative in 2000," said Anna Adsetts, senior brand manager for Mumm Champagne at Allied Domecq Wine UK. "The Cordon Rouge is one of the most recognisable brand symbols in the Champagne territory and we felt it only fitting that the symbol of the Legion of Honour should be carried across the range."
"To increase the premium cues, we have upgraded the quality of the neck foils, using a new matt, textured material that will be reflected in a range of new gift boxes in the coming months," Adsetts continued. "Different coloured foils for each style have also been introduced to increase shelf standout and to ease the selection of the correct wine style in an on trade environment when bottles are often stored on horizontally in racks."
The newest addition to the Mumm Champagne range in the UK, Mumm Grand Cru, was recently launched in its new packaging, bearing for the first time the disgorgement and bottling dates on the label.
However, Mumm has not made any changes to the packaging for its Mumm de Cramant. "We didn't want to make any dramatic changes to Mumm de Cramant because the heritage of the wine is reflected in the traditional bottle shape and the current label," Adsetts said.
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