Pernod Ricard’s Perrier-Jouët and Mumm Champagne brands have struggled to post volume growth in the U.S. market lately, but their sales are benefiting from a premiumization trend in the on-premise.
“In the U.S., we’re seeing growth of higher styles in club and bar sales, particularly for Perrier-Jouët,” says Philippe Guettat, chairman and CEO of Pernod’s Martell Mumm Perrier-Jouët unit. “This has been driven partly by the release of limited edition cuvées such as Belle Epoque 2005 Rosé Vik Muniz (retailing above $300 a bottle). With Mumm, we’re focusing on brand-building around our Cordon Rouge expression ($53) through activity like our sponsorship of the Kentucky Derby.”
This year, more special edition Champagnes will come to market under both brands, Guettat adds. Mumm will be launching a new “Chef de Caves” Collection of mature vintages that will be available in magnum format, and only in very limited quantities. Meanwhile, Perrier-Jouët will introduce a limited Belle Epoque wine as part of its year-long collaboration with designers Mischer’traxler.