Pernod Ricard-owned Champagne brand G.H. Mumm, the official
Champagne for Formula 1, has installed an exclusive pop-up shop in Aelia’s
duty-free store at Nice airport in time for this year’s Monaco Grand Prix.
Launched on 1 May, the brand space is open to travellers for two months. The educational
promotion aims to cover every ritual linked with Champagne, such as the
appropriate temperatures as well as the best food pairings, to help travellers
discover the perfect way to enjoy Champagne.
 |
| Mumm Champagne promotion at Nice airport |
Eye-catching product glorifiers showcase a key selection,
including Cordon Rouge, Rosé, Blanc de Blancs Mumm de Cramant and Mumm Cordon
Rouge Twin Pack. Playing cards emblazoned with the brand’s 100 protocols are
available for consumers to interact with, while iPads pre-loaded with a branded
app encourage travellers to share the rituals on social media platforms. In
addition, travellers can purchase in-store a cooling jacket which echoes the
colour and design of the bottle.
“G.H. Mumm is always associated with celebration and
toasting to momentous occasions, which is why we’ve timed our pop-up activation
to coincide with the Monaco Grand Prix,” said Jenny Shipton, marketing director
at Pernod Ricard Travel Retail Europe. “We also saw this as the perfect
occasion to invite consumers to engage with our Champagnes Protocoles platform
and guide them to make the most out of their most cherished of occasions. G.H. Mumm
is already the official Champagne for the F1 and so we are confident this new
activation will allow us to further drive visibility and awareness amongst
brand fans travelling through Nice airport at this peak time of the year.”
