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Seven months after acquiring the Champagne brand Mumm, Allied Domecq has announced a series of significant changes to the brand's packaging, which will be carried across all Mumm varietals from October. Aimed at better promoting a prestige image, the changes focus on the label and foil. Whilst the label still wears the broad red ribbon of the Legion d'Honneur, greater emphasis has been placed on the Mumm brand name, in an attempt to improve brand recognition.


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