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.