Allied Domecq
Challenge
Allied Domecq was the second largest global wine and spirits company until it sold itself to Beam Wine Estates and Pernod Ricard. It had significant investment and presence in the Napa Valley, and its highest profile brand was Mumm Napa.
Allied Domecq sought to expand Mumm Napa’s market share through greater appeal and acceptance with a growing audience of younger Champagne and sparkling wine drinkers. This required a new strategy, brand positioning, public relations, web site and collateral materials for a stronger, more appealing lifestyle message to capture increased sales during key seasons.
Allied Domecq was the second largest global wine and spirits company until it sold itself to Beam Wine Estates and Pernod Ricard. It had significant investment and presence in the Napa Valley, and its highest profile brand was Mumm Napa.
Allied Domecq sought to expand Mumm Napa’s market share through greater appeal and acceptance with a growing audience of younger Champagne and sparkling wine drinkers. This required a new strategy, brand positioning, public relations, web site and collateral materials for a stronger, more appealing lifestyle message to capture increased sales during key seasons.
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Solution
Beginning with a new direction for the brand plan, the focus involved repositioning Mumm Napa as representative of the elegant, yet casual, lifestyle that is indicative of Napa Valley. 
New brand positioning was developed against the proposition that Mumm Napa is the only sparkling wine completely committed to using Napa Valley grapes. The positioning was then communicated through a new tagline “Purely Napa Valley,” with greater brand unity and consistency throughout the sales collateral, advertising and point of sale. Stylized photography and illustrations portrayed fun, bright, vibrant imagery signaling more youthful characteristics.
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The positioning was supported by new trade and consumer collateral, point-of-sale displays, a new web site and media content. The materials emphasized the exceptional wine styling of winemakers Ludovic Dervin and Rob McNeil, the beautiful winery surroundings, as well as the on-premise art gallery showings of Ansel Adams and other major photographers.
Results The new brand strategy was extremely well received with distributors and retailers, helping to increase sales 30% in a flat category. |