2 April 2016 – Los Angeles, Long Beach, USA – Maison Mumm celebrated one of the highlights of its second year as a Champagne Partner of Formula E, the world’s first all-electric racing series, by unveiling its new champagne bottle, the very innovative design in its history. The very glamorous race of the Formula E season so far took place in Long Beach, California, with the winner – Lucas Di Grassi of Schaeffler Audi Sport – toasting a thrilling victory with the new Mumm champagne bottle. Afterwards, the pioneering Champagne House hosted a star-studded gala dinner and after-party at the legendary Chateau Marmont hotel in Los Angeles.
True to its motto “Dare. Win. Celebrate”, Maison Mumm has always been associated with audacious challenges and groundbreaking endeavours – right back to 1904, when it supported the explorer Jean- Baptiste Charcot during the first French Antarctic expedition. Its global partnership with Formula E is the latest in a series of high-profile sporting sponsorships which include, in horse racing, the Melbourne Cup and the Kentucky Derby and, in sailing, the Jules Verne Trophy.
FORMULA E
As a Champagne Partner of Formula E, Maison Mumm has thrown its weight behind this revolutionary concept, which is hailed as the future of motorsport. Epitomizing Maison Mumm’s passion for innovation, Formula E aims to serve as a framework for R&D around the electric vehicle, and promote clean energy and sustainability. With a cumulative audience of nearly 10.8 billion people worldwide, it offers a uniquely exciting and accessible experience to a new generation of motorsport enthusiasts.
Formula E races are held on city-centre circuits in prestigious locations, integrate other forms of entertainment, and provide never-before opportunities for audience participation via the innovative “FanBoost” tool, which enables spectators to vote for their favourite driver to receive an extra speed boost.
A NEW BOTTLE
In keeping with this cutting-edge vision, Maison Mumm’s new champagne bottle is a tryly avant-garde destined to become the ultimate icon of victory for Formula E races of the futures.
Created by English designer Ross Lovegrove with whome Maison Mumm previously collaborated on a limited-edition sabre. It reinterprets the famous Cordon Rouge red sash, which dates back to 1876 and was inspired by the Légion d’Honneur, France’s highest civilian award. For the first time, this emblem of excellence is transformed into a genuine red ribbon, which – in a feat of technology – is actually indented in the glass.
Uniquely in champagne, the bottle does not have a front label. Instead, the G.H. Mumm signature is printed directly on the glass in elegant gold lettering.
Another striking feature of the design is its shape, which necessitated a whole series of innovations to the traditional champagne 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.
Later in the evening, the celebrations moved on to Chateau Marmont, where Maison Mumm hosted a glittering event for the launch of the new Mumm bottle. Among the stars present were Melanie Griffith and an early Formula E convert and co-founder of the Venturi team, Leonardo Dicaprio.
With these two pioneering initiatives – its new icon of victory and its partnership with Formula E – Maison Mumm is reasserting its status as a daring Champagne House, dedicated to pushing the limits in pursuit of its passion for innovation and constant quest for excellence.
About Maison Mumm
Mumm is part of Martell Mumm Perrier-Jouët, the prestigious cognac and champagne business of Pernod Ricard, world’s co-leader in Spirits & Wines. With its distinguished heritage dating back to 1827, Mumm is the leading international champagne House in France and third worldwide*. Mumm Cordon Rouge, recognisable by its red ribbon—a symbol of excellence—is the perfect embodiment of the spirit of the House: it stands out through the freshness and intensity of its style, which successive generations of cellar masters have successfully maintained and handed down. * IWSR 2014
Find more information on Mumm website: www.mumm.com
About Formula E
Formula E is a ground-breaking FIA championship and the world’s first fully electric racing series. It represents a vision for the future of the motor industry, serving as a framework for research and development around the electric vehicle, accelerating general interest in these cars and promoting sustainability. The first season began in Beijing in September 2014 and completed in London in June 2015, racing in 10 major cities (11 races) around the world. The championship sees 10 teams, each with two drivers, going head-to-head to create a unique and exciting racing series designed to appeal to a new generation of motorsport fans. Season two gets underway in October in Beijing where the series becomes an ‘open championship’ allowing approved manufacturers to develop new powertrain solutions. Future seasons will see the regulations open up further allowing manufacturers to focus on improving battery technology.
Find more information on www.fiaformulae.com
