Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has launched the biggest ever Events Programme for Mumm Champagne to kick off the brand’s summer marketing campaign, involving more than 300 days at major outdoor events across the UK until September 2003.

Mumm Mobile Luxury Bar Units will be a beacon for the brand at over 50 major events ranging from Royal Ascot to Cowes Week, the European Dressage Championships at Hickstead, major cricket matches at Lord’s, the Gatcombe horse trials, motor racing at Silverstone and sailing events across the UK.

“We have doubled the number of event days for 2003 compared with last year’s Programme, to maximise the presence and involvement of Mumm, giving the brand greater exposure amongst its core consumer group,” says Mark Wallace, Senior Brand Manager for Mumm Champagne at ADUK. “Events not only provide an excellent sales platform and the potential for hospitality but they also enable us to bring the brand to life ‘in situ’. By taking Mumm Champagne to those prestigious events where our core target consumers are already living life to the full, we can enhance those occasions and reinforce the brand’s positioning.”

Wallace continues, “The sales potential of events is excellent, particularly those at which Mumm has a heightened profile. As the official champagne of Formula One, Mumm represents the glamour and excitement of Grand Prix racing and the British Grand Prix at Silverstone in July is a key occasion for us. Similarly, at Cowes Week last summer our luxury bar units provided a focus for celebrations at the main Cowes Yachting Haven throughout the regatta.”

Mumm Champagne enjoyed sustained monthly growth of +22%* by value versus category growth of only 17% and +20%* by volume in 2002, thanks to ADUK’s extensive investment behind the brand and also a growing recognition that Cellar Master, Dominique Demarville, has taken the quality of the Cordon Rouge blend to new heights.**

Mark Wallace comments, “Last year we launched ADUK’s first major consumer campaign for Mumm Champagne which, in addition to the events programme, included outdoor advertising, on-pack competitions, in-store promotional support for both the on and off trade and pro-active consumer and trade PR. This year we are building on the success of 2002, fully exploiting the brand’s links with Formula One and Sailing and adding value to the champagne category which is still suffering from excessive price-cutting. By continuing to raise the profile and popularity of Mumm Champagne we will enable retailers and licensees to optimise their margins and ultimately increase profit.”

~ Ends ~

Notes to editors

MUMM® Champagne is a registered trademark of G.H. Mumm & Cie.

* AC Nielsen Jan/ Feb 03 off trade

** “The champagne’s blend was revived when current cellarmaster Dominique Demarville brought his personal touch to the house just before Allied Domecq acquired the brand from Seagram. Allied promptly gave the range a revamp to update its look and has since been investing in marketing activity.” OLN Brands Report, March 7th 2003

“Mumm has successfully pulled its act together, weeded out the dross and shipped much better wines since early 1995…(they) have become cleaner, fresher and more elegant with each successive shipment.” Tom Stevenson, Harpers Champagne Supp, March 02

For further information please contact:

Bryony Wright
Jefferson Hunt Communication Consultants
Tel: 0117 909 1834/ 07974 741764
Email: bryony@jeffersonhunt.co.uk