Pernod Ricard Sells Mumm Napa in Strategic Portfolio Shake-Up

Pernod Ricard has continued to streamline its global portfolio with the sale of its Mumm Napa sparkling wine business to Trinchero Family Wine & Spirits. The financial terms of the deal have not been disclosed, but the transaction represents another decisive step in the French group’s strategy to sharpen its focus on higher-growth, premium spirits brands.

Once completed, the agreement will grant Trinchero exclusive rights to manufacture, produce, market, and distribute Mumm sparkling wines in the United States, as well as across Canada, Mexico, and selected Caribbean markets.

What’s Included in the Deal

The transaction covers several well-known US sparkling wine labels, including:

Mumm Napa
Mumm Sparkling California
DVX

In addition to the brands, Trinchero will assume ownership of the Mumm Napa destination winery and its production facilities in Rutherford, Napa Valley, a key asset within California’s premium wine landscape.

Champagne Brands Remain with Pernod Ricard

Pernod Ricard has been quick to clarify that the sale does not include any of its Champagne interests. The group will retain full ownership of G.H. Mumm Champagne, other international Mumm sparkling wines, and Perrier-Jouët, reinforcing its ongoing commitment to prestige Champagne and global premium brands.

This clarification follows market speculation that Pernod Ricard might divest the entire Mumm business as part of a broader restructuring.

Part of a Wider Divestment Strategy

The Mumm Napa sale fits neatly into Pernod Ricard’s wider divestment programme, aimed at exiting categories and regions that no longer meet its return-on-capital expectations. Earlier this year, the group sold its Australian, New Zealand, and Spanish wine businesses to Vinarchy, signalling a clear pivot away from large-scale wine operations.

The focus is increasingly on premiumisation, margin expansion, and brand-led growth—particularly within spirits.

Read More: Global Wine Production 2025

A Strategic Win for Trinchero Family Wine & Spirits

For Trinchero, the acquisition significantly strengthens an already substantial portfolio led by Sutter Home. Adding Mumm Napa enhances the group’s premium and sparkling credentials, reinforcing its position as one of the most influential family-owned wine companies in the United States.

The deal also deepens Trinchero’s footprint in Napa Valley, both from a production and wine tourism perspective.

The Rise and Scale of Mumm Napa

Originally founded as Domaine Mumm in 1979, Mumm Napa was part of a wave of Champagne houses investing in California, alongside names such as Moët & Chandon, Taittinger, and Louis Roederer. The winery produced its first wines in 1983 and was rebranded as Mumm Napa in 1990.

Today, it stands as a major force in American sparkling wine:

334,000 cases produced last year, with retail prices ranging from around $20 to over $100
410,000 cases produced in 2021
The third-largest California sparkling wine producer by volume, behind only Korbel and Chandon

What This Means for the Global Drinks Market

The sale of Mumm Napa underscores how global drinks groups are recalibrating portfolios in response to shifting consumer demand, capital efficiency, and premium brand strategy. At the same time, it highlights the continued consolidation of high-quality assets by well-capitalised, family-owned players in the US market.

For investors, collectors, and industry stakeholders seeking insight into strategic brand movements, acquisitions, and long-term value creation across wine and spirits, UKV International AG provides expert analysis and access to some of the world’s most important premium assets.

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