Pernod Ricard Travel Retail Europe has unveiled a new promotion for its GH Mumm Formula 1 Cordon Rouge limited edition at Scandlines Bordershop in Puttergarten, Germany.
The GH Mumm Cordon Rouge bottle has been presented to the winner on the podium of every Formula 1 Grand Prix since 2000.
 |
The promotion for GH Mumm’s Formula 1 Cordon Rouge limited-edition bottle at Scandlines Bordershop runs until the end of the month |
Passengers travelling through Scandlines Bordershop will see an in-store exhibition showcasing the GH Mumm Formula 1 edition. They will also be able to sample the Champagne at a dedicated tasting bar. Each Saturday consumers will have the opportunity to meet Danish celebrity, Champagne and lifestyle enthusiast Mads Christensen, who will perform a sabrage demonstration in-store.
 |
Danish celebrity Mads Christensen will be on hand every Saturday for Champagne tastings and to perform a sabrage demonstration in-store |
The bottle features the laurel crown to symbolise victory and affirm the brand’s association with the racing tournament. During the promotion, customers who purchase more than one bottle of GH Mumm Formula 1 Cordon Rouge will receive a branded GH Mumm cap and cork stopper.
Pernod Ricard Travel Retail Europe Marketing Director Jenny Shipton said: “For the past 12 years, GH Mumm has been sharing the podium with the winning teams of Formula 1 racing and it is very exciting to build further awareness of sponsorship in travel retail in Europe.
“The new limited edition reinforces our position as a leading Champagne sponsor and we are confident it will appeal to Champagne fans who are passionate about auto racing. We are equally excited to be launching this activity with Scandlines as one of the first retailers to take advantage of the limited-edition bottle.”
Scandlines Catering A/S Category Manager, Wine, Torben Merrild said: “As the first retailer in the Nordic Duty Free region to offer this unique shopping experience, we are very pleased to be collaborating with Pernod Ricard to unveil the limited and exclusive GH Mumm Formula 1 edition to our consumers.”
 |
GH Mumm recently unveiled its partnership with racing driver Romain Grosjean at the Formula 1 Monaco Grand Prix |
