Champagne house G.H.Mumm has announced its new partnership
with Formula 1 driver Romain Grosjean, who races for the Lotus F1 team. This is
the first time the Pernod Ricard-owned brand has appointed an F1 driver as an ambassador.
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| F1 driver Romain Grosjean (right) is the new ambassador for G.H.Mumm |
To coincide with the Monaco Grand Prix in May, G.H.Mumm also unveiled
a new promotion for its Formula 1 Cordon Rouge limited-edition bottle at the
Scandlines Bordershop in Puttgarden, Germany. Passengers discovered an
exclusive in-store exhibition displaying the special edition Champagne bottle,
which features the laurel crown, the symbol of victory.
Jenny Shipton, marketing director of Pernod Ricard Travel
Retail Europe, said: “For the past 12 years, G.H.Mumm been sharing the podium
with the winning teams of Formula 1 racing and it is very exciting to build
further awareness of sponsorship in travel retail Europe. The new limited
edition reinforces our position as a leading Champagne sponsor and we are
confident it will appeal to Champagne fans who are passionate about auto racing.”
A dedicated tasting bar was also created for product
sampling in the store. Each Saturday throughout May, customers were invited to meet Danish celebrity and Champagne enthusiast, Mads Christensen, who hosted
dedicated tastings and also performed live the iconic sabrage demonstration. And Formula 1 fans who purchased more than one bottle of
G.H.Mumm Formula 1 Cordon Rouge were able to redeem a complimentary gift, including
a branded cap and cork stopper.
