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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.

There are also changes in foil colour from white to a gold colour, which, the company says, "significantly strengthens the brands positioning as a Grand Marqué Champagne." The new foil also carries the Mumm signature in large red letters.

"This is a significant event for Mumm Cordon Rouge as this is the first time since the brand was first introduced in 1875 that the packaging has been changed" says Peter Ayling, wine development director at ADSW.

"Mumm's new look now clearly reflects the brands prestige image and the high quality of the Champagne, which has been transformed over recent years," continues Ayling.

Allied said that a period of intensive research showed that the original appearance failed to reflect the quality the brands Grand Marqué positioning. Research also confirmed that Cordon Rouge seemed to dominate the label and that the brand name, Mumm, didn't project itself hard enough.

Allied research also revealed that the new gold foil moves the brand visually into the champagne arena and away from sparkling wine, which is more typically associated with white foils.

The change involves the full range of Mumm champagnes: Mumm Cordon Rouge, Mumm Cordon Rouge Vintage, Mumm Rosé, and Mumm de Cramant.


Companies: Allied Domecq

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