Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has announced the biggest ever customer take-up for this year’s Mumm Champagne Formula One on pack promotion. Timed to coincide with the British Grand Prix, the promotion offers consumers the chance to win the ultimate Grand Prix Experience.

Over 75,000 promotional packs of Mumm Champagne in a special F1 gift box will be available through multiple grocers, specialist retailers and convenience stores including Asda, Sainsbury’s, Tesco, Safeway, Morrisons, Co-op, Thresher Group, Unwins and CBC. Inside each promotional box a special invitation to enter a prize draw offers the chance to win a once-in-a-lifetime VIP trip for two to the Grand Prix in Monte Carlo or Japan or a Mumm Champagne hot-air balloon experience. Branded POS will add further visibility to the promotion in store.

Mark Wallace, Senior Brand Manager for Mumm Champagne at ADUK, comments, “This promotion highlights the glamorous lifestyle, excitement and exhilaration surrounding Formula One racing that makes it the ideal partner for Mumm Champagne. The global exposure we gain from the association is huge - when it hits the road, Formula One travels to 17 locations in 15 countries and five continents. There’s a Grand Prix every two weeks for nine months of the year and the spontaneous celebrations and jubilation of the winner’s podium bring the personality of Mumm to life in front of an international TV audience of over 120 million people.”

Wallace continues, “The scale of this year’s on pack promotion comes on the back of the outstanding sales performance of Mumm Cordon Rouge - which has grown by 32%* by volume and 35% by value in the last year. It demonstrates our success in exploiting Mumm’s links with Formula One to the full and reflects the focus we have given to working closely with our customers to deliver activity that protects retailer margins and adds value to the category, avoiding the need for excessive discounting.”

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* AC Nielsen Mar/ Apr 2003 MAT

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

For further information please contact:

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