Pernod Ricard is exploring a sale of its champagne brand G.H. Mumm, according to five sources familiar with the matter, as it looks to focus on premium labels in its portfolio.

Pernod Ricard is weighing up the idea of offloading Champagne brand Mumm. The French group and its advisers are running the rule over a possible disposal, Just Drinks understands. A source familiar with the matter said the deliberations centre only on the Mumm brand and do not include Perrier-Jouët,

Pernod Ricard was not in a financial position that meant it needed to sell GH Mumm, the source said. Therefore, any sale would be conditional on the arrival of an offer that met its valuation of the brand, they added.