The House of G.H. Mumm was founded in 1827 by George Hermann Mumm and is today the third-largest champagne producer in the world, with more than 8 million bottles sold each year. Around 60% of the company's sales are credited to exports. GH Mumm is found in more than 100 countries worldwide and is a leading brand in Europe, especially in France. In 2005, the House became part of the Group Pernod Ricard, which is the second-largest wines and spirits producer over the world. As a major player in the world of champagne, Mumm has been instrumental in the success of this outstanding product across the centuries. It has been behind advances in viniculture and high-profile initiatives which have helped establish champagne's international reputation while respecting tradition and keeping pace with changing tastes and fashions. The company has a very good system of brand management, thanks to its image, reputation, quality, and brand awareness.
[...] Indeed, the idea of this expedition kit is due to the history of the House Mumm. As said in the press files of the company: “Whether you are watching the sunset from the summit of Kilimanjaro or simply enjoying a romantic picnic on a summer's afternoon, nothing can rival a glass of champagne to mark the moment.” That is why Commander Charcot with his crew opened a bottle of Mumm Cordon Rouge in July 1904 on the ice floes of Antarctica to immortalize their exploit. [...]
[...] ( Brand awareness Creating brand awareness is one of the key steps to promote a product. It is the fact that consumers recognize directly a product. For this, the House Mumm is using its own charming presentation. This consists of the label, the neck and flange. Each of them carries the Mumm colors for instant recognition of the brand and its authenticity from the consumers. Thanks to the national emblem and the eagle, representing the symbol of the “Légion d'Honneur”, there is a big impact on the foreign customers who are very seduced by the brand. [...]
[...] In November 1876, he registered the “Cordon Rouge” name with the legal authorities in Rheims. It is still today synonymous with Mumm's reputation for excellence. At the same time, he began to sink out new markets and extend the range of champagne. The House had nearly 20 subsidiaries worldwide, in the USA, Canada, Brazil and Russia. It continued to improve its sales, growing from 500,000 to 3,000,000 bottles between 1873 and 1913, thanks to the good job of the Mumm's agents who travelled all over the world. [...]
[...] ( Advertising and special products G.H. Mumm made a new campaign very original which revives the prestige of this wonderful House and aims to do Mumm the more modern and less conventional of the best brands of champagne in the world. Breaking in the traditional codes of champagne, it is also homage to its founder Georges Hermann Mumm, traveler of new horizons, which gave to the House its open of mind on the world. This advertising shows the strong symbolic of the values of Mumm, which are audacity and “panache”. [...]
[...] It is to meet the needs of customers who want to know more concerning champagne. Moreover, Mumm has created the possibility of doing receptions in the cellar which has preserved all its charming authenticity. Indeed, it can be hired for lunches, dinners or cocktail receptions. Guests can have a guided tour of the cellars after the dinner. It is finally for them that Mumm decided to communicate on the passion of discovery, not only about sense of taste but also cultural. [...]
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