Pernod Ricard has signed a three-year partnership with The Sydney Opera House as its official Champagne partner.
Pernod Ricard will supply G.H. Mumm and Perrier-Jouët to a number of venues across the precinct, including Portside Sydney, the recently opened Yallamundi Rooms and several theatre bars.
Sydney Opera House CEO Louise Herron AM said: “We are delighted to welcome Pernod Ricard as the Opera House’s champagne partner. It’s a wonderful way to celebrate our 46th birthday later this month. In its tender, Pernod Ricard presented an impressive array of creative ideas that will complement our broad range of food and beverage offerings, and bring some extra sparkle to the Opera House.
“People come to the Opera House for all sorts of reasons – to see an extraordinary performance, take a tour, enjoy a drink or dinner by the harbour or simply to admire the magnificence of the building itself. Partnerships like this help us create new ways to enhance people’s experiences. I’m excited to see what the next three years will bring.”
Pernod Ricard Australia Marketing Director Eric Thomson (above) said: “The Sydney Opera House is one of the most iconic and avant-garde locations in Australia, if not the world, and we are very proud to partner with the team to provide our G.H. Mumm and Perrier-Jouët champagne portfolio.
“Experiences at the Sydney Opera House are the perfect celebratory moment for champagne, and we look forward to bringing even more celebration and further building the brand at this great location.”
The appointment of Pernod Ricard follows a competitive tender process.
Why Mumm ditched traditional advertising in Australia
Pernod Ricard revealed last year that it has walked away from traditional advertising in favour of partnerships and event sponsorships as it drives growth for Mumm in the Australian market.
Pernod Ricard Pacific managing director Bryan Fry told The Australian Financial Review: “We hardly do anything ‘above the line’ for champagne anymore.
“The idea of running a TV campaign and getting massive awareness and brand conversion immediately, those days are declining. We believe that you can do more with an experience or through an association than you can with putting up a picture on a billboard.”