Allied Domecq Wine UK is giving its Champagne GH Mumm brand a packaging revamp in order to focus more heavily on the brand's heritage.
The new packaging builds on the brand's red sash, the Cordon Rouge, which symbolises France's highest civilian award the Legion of Honour.
Senior brand manager for Mumm Champagne at Allied Domecq, Anna Adsetts, said: 'We've conducted extensive research in the last two years that indicates the brand still lacks signs of strong heritage, despite a repackaging initiative in 2000.
'The Cordon Rouge has been at the heart of Champagne GH Mumm since 1875 when Georges H Mumm began decorating bottles with the distinctive red ribbon as an honorary gesture towards his best customers.
The neck foils have also been upgraded, using a new matt, textured material which will be used in a number of gift boxes in the coming months.
The only wine to remain unchanged is Mumm de Cramant, since the heritage of the wine is already reflected in the traditional bottle shape and the current label, Adsetts added.