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Pernod Ricard is reportedly exploring the sale of its champagne brand, GH Mumm, as it looks to shift its focus towards premium products in its portfolio, according to Reuters.

The company has enlisted investment bank Rothschild & Co to assist with the potential divestiture, which could attract interest from other spirits and beverage companies.

The move forms part of Pernod Ricard's ongoing efforts to optimise its portfolio, following last year’s divestment of several wine brands. The company also owns another champagne brand, Perrier-Jouet, which is not up for sale.

According to Reuters, Pernod stated that this is a standard process aimed at delivering value to shareholders, employees, clients and other stakeholders, though no decision has yet been made regarding the sale.

Should the sale of GH Mumm go ahead, it would further solidify Pernod Ricard's shift towards a more spirits-centric portfolio. The company has faced several challenges in its broader operations, including a reduction in its 2025 outlook due to tough market conditions in the US and China. Pernod is now predicting a low single-digit decline in organic net sales for the year.

Founded in 1827, GH Mumm was acquired by Pernod Ricard in 2005 as part of the joint takeover of Allied Lyons, in partnership with Diageo.