UK: Pernod Ricard designs limited-edition GH Mumm for Queen

By | 11 July 2013

The label was designed by a QEST awardee

The label was designed by a QEST awardee

Pernod Ricard's GH Mumm Champagne brand is to present a limited-edition magnum to Queen Elizabeth II as part of her coronation celebrations.

The Cordon Rouge non-vintage, one of six bespoke bottles, will be handed to the Queen today (11 July) during the Royal Coronation Festival at Buckingham Palace, Mumm said. A second bottle will be auctioned for the Queen Elizabeth Scholarship Trust (QEST), which gives funds to craftspeople to help further their careers.

The 60th anniversary label was designed by Sally Mangum, a QEST awardee.

Last month, Hugues Le Marié, Mumm's regional director for Europe and Americas, railed against Champagne houses offering heavy discounts, saying they were “killing the drink”.

Expert analysis

Global market review of Champagne – forecasts to 2016

Some of the issues and challenges addressed in the previous edition of just-drinks' Champagne report continue to influence a category struggling to grow. Recovery from economic downturn and tumbling sales was evidenced in 2010 and part way through 2011, only to be replaced with a further slow down at the end of that year and continuing into 2012. This has been more prevalent in the western European countries. Elsewhere there has been better sales performance, noteably in the US and Japan, significantly in Australia and not forgetting the burgeoning economies of Asia and Greater China. However, even these new markets can only go part way to offset the situation in the more mature markets, to such an extent that total Champagne shipments are expected to rise only slightly during 2012. According to the report, pronounced growth is unlikely until 2015.|

Sectors: Marketing – advertising & promotions, Wine

Companies: Pernod, Ricard

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UK: Pernod Ricard designs limited-edition GH Mumm for Queen

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