Mumm Champagne Unveils New Bottle Design

MAISON MUMM CHAMPAGNE

unveil new Grand Cordon bottle design in Asia

Maison Mumm has teamed up with FIA Formula E Championship to become the official Champagne partner of Formula E. This was marked with the launch of the eye catching,newly designed Mumm Grand Cordon bottle, which was unveiled at the Hong Kong ePrix. The new Champagne bottle is set to become an icon of celebration.

At the Hong Kong ePrix on October 9 race winner Switzerland’s Sebastien Buemi took to the podium and celebrated in style, spraying a bottle of Mumm Grand Cordon to commemorate his win.

Maison Mumm has long been associated with groundbreaking endeavours and bold challenges, staying true to its motto, “Dare. Win. Celebrate”. The partnership with Formula E is the latest in a series of high-profile sporting partnerships which include some of the the world’s biggest horse racing events; the Melbourne Cup and the Kentucky Derby, and two legendary sailing events the Jules Verne Trophy and the Admiral’s Cup.

The Mumm Grand Cordon bottle features a new take on the famous Cordon Rouge red sash, which is celebrating its 140th anniversary this year. The emblem of excellence dates back to 1876 when founder Georges Hermann Mumm had the idea of decorating selected Champagnes with the red ribbon of the Legion d’Honneur, France’s highest civilian award.

The red sash on the Grand Cordon bottles is a genuine red ribbon that is actually indented in the glass. Created by designed Ross Lovegrove, who has previously collaborated with Maison Mumm, in addition to having created designs for Sony and Apple and had his work exhibited in a number of museums around the world.

Lovegrove said, “Mumm wanted to break the Champagne codes. To me, design should always push barriers and challenge tradition, and as a Welsh guy I wanted to shake up an icon of French luxury”.

Mumm’s Global Brand Director, Louis De Fautereau said, “Hong Kong’s Formula E race was the perfect celebratory moment to unveil our new Mumm Grand Cordon bottle to Asia - Mumm is an icon of victory with a long history of celebration”.

After the race, the revelry continued at the iconic Dragon-i nightclub where Mumm Grand Cordon was officially unveiled for the first time in Asia. The bottle made its Hong Kong debut via a daring delivery in a video featuring local celebrity, Alex Fong and Mumm Cellarmaster, Mariotti Didier, before being officially presented in person by Formula E driver, Lucas di Grassi.

On Premise: Mumm Grand Cordon will be available at Dragon-i, Kee Club, Play, and Drop.

Off Premise: Mumm Grand Cordon is also available from Watson’s Wine and Cuvees.com (HK$438).