Champagne moments: defending drinks brands


Protecting premium drinks brands online requires a proactive approach to infringement and a commitment to responsible promotion. TB&I spoke to Susan Gustafsson, general counsel at Pernod Ricard’s champagne and cognac division, Martell Mumm Perrier-Jouët.

Pernod Ricard’s champagne and cognac division, success is built on prestige. One of the world’s largest drinks producers, the group’s luxury products—Martell cognacs, Mumm and Perrier-Jouët champagnes—have been enjoyed by aristocrats and connoisseurs, from Napoleon Bonaparte to the British royal family, for more than 200 years.

Since the 19th century, all three brands have used a signature stamp or seal to prove their products’ authenticity and preserve their reputation. But in today’s world, protecting your image and trademark is a far more complex business. While social media and the Internet allow premium brands to expand their reach worldwide, it also leaves them exposed to defamation, infringement and abuse.

What are the biggest threats facing your brand online?

champagne, pernod ricard, martell, perrier