Not sure what it is these days - apart from over-priced.
In the good old days it used to be Mercier - hardly top-notch stuff, but a cheeky, inoffensive tincture that was both raisiny, caramelly, with robust undertones of ethyl glycol and merde du chien.
I wonder how long it will be before it's ACO brand, or Chateau Ecclestone?

Yes, it's Mumm. Funnily, that means something like pep or verve in german.