According to Reuters, which cites five separate sources, the company is working with investment bank Rothschild & Co to explore a potential sale. This was further confirmed by a source from Just Drinks, who stated that Pernod Ricard is indeed evaluating the option. The sale would, however, not include a full exit from the champagne business – sister brand Perrier-Jouët is expected to remain within the group. Reuters also reports that the sale price would not fall below €600m, roughly three times the annual turnover of the Reims-based champagne house.
When asked for comment by WEINWIRTSCHAFT, Pernod Ricard responded: "Pernod Ricard takes note of the latest market rumors regarding the potential sale of its Mumm brands. The company regularly reviews and evaluates its strategic options and continuously explores possibilities, including divestment or streamlining of individual business units or parts thereof. This is a normal process, aligned with management’s mission to maximize value for shareholders, employees, customers, and other stakeholders.However, no decision has been made at this time in favor of any particular course of action or any of these options."
Founded in 1827, G.H. Mumm, which also owns Mumm Napa, came under Pernod Ricard’s ownership in 2005 following the acquisition of Allied Domecq. Last year, Pernod Ricard made a strategic move to divest large portions of its wine portfolio, selling brands such as Jacob’s Creek, Brancott Estate, and Campo Viejo.
In addition to the rumored sale, Pernod Ricard recently lowered its sales forecasts due to ongoing market challenges. The company also announced that Holger Möller, Sales Director Germany, will leave the company for personal reasons on February 15, 2025. Möller, who joined Pernod Ricard Germany in December 2023, was a key member of the German management team, overseeing sales and trade marketing operations. SP