Redefining progress – how a heritage champagne brand is shifting the conversation

Pernod Ricard champagne brand G.H. Mumm is facing the challenge of celebrating almost 200 years of heritage while demonstrating that it has moved with the times.

Pernod Ricard champagne brand G.H. Mumm is approaching its 200th anniversary and wants to celebrate its heritage – but the world has changed and so the brand must evolve, too.

Rather than count up all the things that have changed since G.H. Mumm champagne was launched back in 1827, it’s perhaps easier to think of it like this: everything has changed.

The brand’s challenge, then, is to draw on the benefits of such a rich history while demonstrating that it has moved with the times.

To do this, parent company Pernod Ricard worked with semiotics specialists Sign Salad to delve...

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