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High-End Champagnes Bolster Perrier-Jouët And Mumm In U.S. Market

May 27, 2015

Pernod Ricard’s Perrier-Jouët and Mumm Champagne brands have struggled to post volume growth in the U.S. market lately, but their sales are benefiting from a premiumization trend in the on-premise, the company tells SND.

“In the U.S., we’re seeing growth of higher styles in club and bar sales, particularly for Perrier-Jouët,” says Philippe Guettat, chairman and CEO of Pernod’s Martell Mumm Perrier-Jouët unit. “This has been driven partly by the release of limited edition cuvées such as Belle Epoque 2005 Rosé Vik Muniz (retailing above $300 a bottle). With Mumm, we’re focusing on brand-building around our Cordon Rouge expression ($53) through activity like our sponsorship of the Kentucky Derby.”

This year, more special edition Champagnes will come to market under both brands, Guettat adds. Mumm will be launching a new “Chef de Caves” Collection of mature vintages that will be available in magnum format, and only in very limited quantities. Meanwhile, Perrier-Jouët will introduce a limited Belle Epoque wine as part of its year-long collaboration with designers Mischer’traxler.

As it looks to stoke value growth in the U.S., Pernod has seen its Champagnes make little volume progress lately. Perrier-Jouët, which ranks third among Champagne brands in the U.S. market, has been roughly flat at 71,000 cases since 2011, according to Impact Databank. Taking a slightly longer view, however, the franchise is up about 15% since 2009. Mumm, which also ranks among the market’s top 15 Champagnes, has faced a tougher road, slipping 6% to 15,000 cases in 2014. Since 2009, Mumm’s volume has declined by 32%. While Pernod’s Champagnes have slowed by volume in the U.S., though, they were both among the top performers globally last year, with Mumm’s export volume up 12% and Perrier-Jouët rising 19%.

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