Official sponsor of Formula 1, Champagne house GH Mumm, used month-long activations ending 10 June at Nice and Paris Charles De Gaulle airports to celebrate the Monaco Grand Prix on 26 May.

The house, founded in 1827 by the Mumm family, together with travel retailer Aelia, promoted its F1 links with enhanced in-store visibility using branded light boxes, merchandising units and window displays and presenting passengers with the opportunity to buy limited edition ice bags offered as a value-added pack.

Adriana Perez, Assistant Brand Manager, Pernod Ricard Travel Retail Europe, says: “The activation resulted in recognition of GH Mumm as the Champagne shaken from the Formula 1 Grand Prix winner’s podium.” For more than 10 years, the brand has sponsored F1 and provides the Champagne for the podium celebrations after each race.