The 2002 Scandia Life Cowes Week was one long celebration according to Allied Domecq Spirits and Wine UK Ltd (ADUK), who sold over 6,500 bottles of MUMM® champagne to sailing crews and spectators throughout Cowes.

“The atmosphere at Cowes was fantastic – and so right for Mumm. The setting was spectacular, the sun shone, the racing was fast and exciting – everyone united with the common aim of just having a seriously good time!” said Mark Wallace, Senior Brand Manager for Mumm Champagne at ADUK.

“ADUK took two huge Mumm champagne mobile hospitality units to provide a focus for celebrations at the main Cowes Yachting Haven and a team of special hosts and hostesses whose task was to take the party out into the town and onto the water to bring the Mumm brand experience to life.

“Some of the hosts set up a table with Mumm champagne in the middle of the main cobbled street in Cowes, starting impromptu parties, whilst others delivered glasses of Mumm champagne by speedboat to yachts, encouraging yet further celebrations.

“Sales at the hospitality tents themselves were amazing. We’d decided to take a few larger sized bottles of Mumm to Cowes, in case they attracted any interest – and what a good decision this turned out to be! We sold over 100 Jeroboams, six Methusalehs and five Salmanazars – one of every size was even sold to the same crew who drank them all on the same day!”

Champagne Mumm has supported Cowes Week and other prestigious sailing and yachting events around the world for over 25 years. “One of the most refreshing comments we had from crews this year was how good it was to see Mumm Champagne back with scale at the event this year. The feelings of affection and bonhomie expressed towards the brand were beyond our expectations and reaffirmed for us the importance of our involvement in this event,” says Wallace.

“Cowes Week has been one of the most successful occasions in the events programme for Mumm Champagne this year. Not only does it build on the heritage of the long term association between the brand and sailing, but it also provides us with a highly successful platform from which to raise awareness for Mumm amongst our core target consumers. We look forward to building on this year’s achievements in 2003 to make Mumm champagne’s involvement with Cowes Week not just bigger but even more memorable.”

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