Winning taste of victory

Throughout its history Mumm has been an icon of victory of global sporting events, and has become synonymous as the champagne of victory and celebration on the podium.

The partnership is fitting as Mumm has long championed innovators prepared to push boundaries in life and sport. Charles-Armand de Belenet, global marketing director of Martell Mumm Perrier-Jouët, explains the tie-up:

Why has Mumm sponsored Formula E as the official champagne of victory?

“Our heritage is a symbol of victory. It’s what we are known for and why you’ll see Mumm in the hands of winners at sporting events globally. We saw in Formula E the same passion for innovation and excellence that we see in ourselves. In terms of ethos, it is a perfect partnership.”

FE_GHMumm_2What excites you about the sport?

“Its hunger to innovate. Take something like the FanBoost concept, whereby supporters can give their teams an energy boost. It’s a completely new way to look at a sport. Can you imagine a football team getting an extra player because of their supporters? Other sports are shy about experimenting. Formula E has set out to be groundbreaking. We at Mumm are proud of our reputation for innovation. We produced many firsts in the champagne world, such as the first in the industry to use 12,000-litre barrels in vinification, and we are always installing the most up-to-date facilities. Our latest creation is a digitally connected bottle, which connects with multimedia when opened in a nightclub to amplify the moment. We share that appetite to innovate, and are delighted to support it and be part of it.”

What are your early perceptions of Formula E?

“The pioneering spirit. Alejandro Agag and his team have created something new and groundbreaking. The attitude of the teams is inspirational. They have come together to compete at the highest level. The winners triumph through hard work, research and the ability to turn ideas into performance. The atmosphere is wonderful. There is a feeling of incredible excitement and togetherness among the teams and race hosts. Venues such as Long Beach and Paris are so enthusiastic. It’s early days for Formula E. This is the second season, so there is a freshness and uncertainty around the whole experience. The fans don’t know what to expect. The press are curious. Even the engineers and drivers are still learning about the sport. It makes it totally unpredictable.”

And as a sporting spectacle?

“The racing is ferocious. Let me tell you, when you see how close the cars get at 225 kilometres per hour you appreciate the skill of the drivers. These drivers are the elite. We must give credit to the engineers too. The motor and gear box design has been handed over to the teams, so manufacturers can develop new ideas. We know that in the future other areas of car design will be opened up too, extending the chance for teams to gain a competitive advantage.”

Viewing figures are strong, is that why Mumm is involved?

“I could give you the numbers on fans, TV viewers and so on. But that’s not why we are there. Our history is devoted to celebrating victory and daring achievement. Back in 1904 we supported the legendary explorer Jean-Baptiste Charot during the first French Antarctic expedition. When Ellen MacArthur completed her record-breaking solo round the world yacht race, she celebrated with Mumm champagne. Today we sponsor high-profile events such as the Melbourne Cup and Kentucky Derby horse races. Formula E is where the pioneers of today are to be found. That’s why we are there.”

But it’s good branding?

“Yes, of course. The moment when the winning driver receives a jeroboam of Mumm champagne and sprays the podium and fans is a beautiful image. The red sash of our house is immediately noticeable and the scene forges an association with our ethos of ‘Dare, Win, Celebrate’ in the mind of everyone involved. It’s also an act of theatre Mumm invented.”

The moment when the winning driver receives a jeroboam of Mumm champagne and sprays the podium and fans is a beautiful image

What is so special about the podium?

“It’s a great moment when the drivers, team engineers and fans come together and celebrate as one. There is a real sense of camaraderie. The spraying of champagne is a unique moment. It is a demonstration of the emotions, of the joy, of triumph, in a way which everyone can see and share. For many racegoers it is the highlight of the whole experience. That is why we love being a part of it. At Long Beach last year we launched the new revolutionary Mumm bottle on the podium. It’s the perfect stage for such an event.”

What’s your hope for the season?

“I want to see more close racing. And for sports fans who don’t know Formula E yet, to take a look. It’s an incredible spectacle and the place where the technologies of the future are being developed. You’ll be addicted to Formula E.”

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Mumm Grand Cordon, awarded to the winner of the Paris Formula ePrix, is the most innovative design in the history of the pioneering champagne house. Breaking with convention, the bottle has no front label – instead, the G.H. Mumm signature and eagle emblem are printed in gold directly on the glass.

Another striking feature of the design is its shape, which necessitated a whole series of innovations to the traditional champagne production process. The bottle’s unusually long, slender neck accompanies the development of the aromas of Mumm’s legendary Cordon Rouge cuvée, which is remarkable for its intense expression of Pinot Noir, complemented by the subtlety of chardonnay and the fruitiness of pinot meunier.

Perhaps the most eye-catching feature of the Mumm Grand Cordon bottle is its reinterpretation of the famous Cordon Rouge red sash, which is celebrating its 140th anniversary this year. Indeed, this emblem of excellence dates back to 1876, when Mumm founder Georges Hermann Mumm had the idea of decorating selected champagnes with the red ribbon of the Légion d’Honneur, France’s highest civilian award. On Mumm Grand Cordon, the red sash is transformed into a genuine red ribbon, which in a feat of technology is actually indented in the glass.