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March 2003
Recasting a Classic
Packaging Redesign
by Ken Sternberg
Champagne Mumm is upgrading its image through fundamental changes to both its marketing and winemaking programs. Once ranked second in US Champagne sales, Mumm has fallen to fourth, according to officials at Mumm and Allied Domecq, which purchased Mumm and Champagne Perrier Jou√ęt from Seagram in 2001. Mumm remains the most-popular Champagne in France.The brand, which has been perceived as tired in the eyes of the consumer, is being rejuvenated. Mumm is fighting to win respect and convince the pu...
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