Pernod Ricard debuts Mumm Pinot Noir shortly after announcing step backwards from wine

Pernod Ricard’s Sparkling wine brand Mumm has announced its first ever still wine release: the Mumm Central Otago Pinot Noir 2021. Forming part of its Mumm Terroirs collection, the latest still wine release follows shortly behind news that Pernod Ricard had sold 10 of its wine brands “to further strengthen its premiumization strategy and to direct its resources to its portfolio of premium international spirits and champagne brands that drive the growth of its business.”

Mumm Central Otago Pinot Noir 2021 is made from hand-harvested grapes sourced from the Lowburn sub-region, and was bottled after 16 months spent aging in French oak. 

According to Mumm New Zealand's Chief Winemaker Jamie Marfell, “creating a fine wine rather than a sparkling wine, speaks to the pioneering and innovative nature of this collection which is dedicated to showcasing Pinot Noir at its pinnacle of quality in the bottle.”

Drinks Trade recently caught up with Kristy Rutherford, Marketing Director for Pernod Ricard Pacific, to discuss the future of the wine brands Pernod Ricard sold to Australian Wine Holdco Limited, owners of Accolade Wines: “it is a real opportunity for us to put even more focus behind our premium spirits, our RTDs, and our Champagne portfolio,” she said.

During that chat, Rutherford also reflected on the factors underpinning the recent momentum of G.H. Mumm in Australia following on from it being named the Champagne brand Gaining in Popularity at the 2024 Australian Drinks Awards. 

“I think we've been very consistent in our investment and focus behind growing the Champagne brands, both in our marketing and with our commercial teams and sales,” she said.

“Anything that you put a lot of focus on that consumers love and are interested in is what works long term, and so definitely our partnership with the Melbourne Cup continues to go from strength to strength.”

Mumm’s new Central Otago Pinot Noir is available now in select Australian venues and online at an RRP of $80. 

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Drinks Trade has reached out to Kristy Rutherford to discuss the relationship between Champagne, Spirits, and Still Wine within Pernod Ricard’s portfolio in greater detail. Insights from that chat will be published to the website soon.