Allied Domecq, which owns the brand, has taken the action because it believes Mumm lacks signs of a strong heritage, despite a repackaging initiative in 2000. It has appointed Paris-based design agency 100° to create greater consistency across the brand's portfolio.
The redesign will give greater prominence to the Mumm's iconic red sash, the Cordon Rouge, which is the symbol of the highest civilian award in France, the Legion of Honour.
The neck foils will have a textured matt finish to boost the brand's premium image. They will differ in colour to distinguish between variants such as demi-sec and rosé, and are intended to give better standout on-shelf, as well as making selection easier when the bottles are laid on their sides.
The brand has suffered poor sales over the past year, during which it slipped from fourth to ninth in the top 10 Champagne brands for the UK market, according to ACNielsen.
Rival brands include Taittinger and Nicolas Feuillatte, which have risen to seventh and sixth respectively in 2005, from ninth and 10th in 2004. Moët & Chandon and Veuve Clicquot remain the top two Champagnes in the UK in one of the most competitive drinks markets.
Mumm Champagne is the brand shaken by Formula 1 drivers at the end of each Grand Prix, and was also used by Ellen MacArthur to celebrate the end of her record-breaking solo voyage.
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