Olympic gold medallist Usain Bolt has filled the newly created role of 'chief entertainment officer' with Pernod Ricard's Mumm champagne.
Tasked with showcasing the ‘energy, intensity and enticing freshness of Mumm’, Pernod Ricard hopes that Bolt's appointment will help make it the largest champagne brand in the US.
Pernod Ricard cites the Jamaican sprinter's determination, quest for victory, and attractive personality as key reasons for his selection.
"Maison Mumm is about exploring unexpected ways to celebrate with our fans," added César Giron, chairman and CEO of Martell Mumm Perrier-Jouët.
"By naming Usain as our chief entertainment officer, we will work closely together to bring unique excitement through daring innovation to celebrations and moments of victory, large and small, around the globe."
Bolt commented, “My number-one mission will be to enhance Mumm’s legacy in celebrating victories in stunning ways, and I’m very excited to invite all my fans around the world to raise their glasses with me."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
