The champagne house wants to capture younger demographic.
Champagne house Mumm is hoping to capture a younger, more dynamic demographic after teaming up with French DJ David Guetta in a partnership that will see its brand of bubbly featured in his upcoming new music video.
The partnership with a figure from the music industry marks a first for the champagne house.
In a teaser video for his newest track Dangerous, Guetta plays a Formula One race car driver surrounded by your usual cast of fast cars, beautiful women and, of course, indiscriminate popping of corks and bubbly.
The champagne house is an official sponsor of the F1.
Mumm is perhaps hoping that Guetta will do for it what hip hop artists like Nelly, Drake, Soulja Boy and Gucci Mane did for Moscato wines – turn it into the brand of choice for the electronic music crowd.
Moscato owes its meteoric rise in growth and popularity in the US to hip hop artists who glamorized the sweeter, lighter alcohol, which has been called the new “Cristal”. – AFP Relaxnews