Media Release - Tuesday, 21 September 2010
G.H.MUMM the Official Champagne of the Melbourne Cup Carnival
The Victoria Racing Club and the international liquor company Pernod Ricard today confirmed that the iconic
French Champagne G.H.MUMM has been appointed the exclusive Champagne of the VRC and Flemington
Racecourse in a three year sponsorship agreement.
Ending months of speculation, G.H.MUMM, the fastest growing Champagne Brand in Australia¹ and the best
selling Champagne in France² , will be poured at bars and restaurants across Flemington.
Specifically, the agreement affords G.H.MUMM Australia wide marketing rights as the official Champagne of the
Melbourne Cup Carnival and Flemington, which will be the driving force behind an extensive on-premise and
retail promotional program, the likes of which the G.H.MUMM brand has not seen before in Australia.
Following an extensive evaluation process, the VRC selected G.H. MUMM as it’s exclusive Champagne partner in a
sponsorship agreement that will start on the 150th anniversary of the Carnival and will carry through for three
years. Brendan Ford, General Manager Sponsorship and Corporate Hospitality for the VRC said that G.H. MUMM
had enthusiastically embraced the new partnership.
“In celebrating the 150th Melbourne Cup, the VRC is excited to welcome G.H. MUMM as our new, exclusive
Champagne partner. G.H. MUMM, the VRC and Flemington have a strong association with celebrations,
international events and sophistication. We look forward to working together to further strengthen the synergy
between our brands.” said Ford.
According to Julien Marteau, Brand Manager for G.H.MUMM, “the discerning, distinctive and stylish Champagne
brand that is G.H. MUMM is looking to breathe new life into the Champagne market with a significant campaign
during the Melbourne Cup Carnival through retail, restaurants, bars and key partners across the country where
Champagne is part of the Carnival celebration.
“The 3 Year sponsorship agreement will see G.H.MUMM place the Melbourne Cup Carnival at the heart of its
marketing program. It will be supported with three G.H.MUMM branded bars at Flemington, track signage but
also through advertising, heavy retail branding, and on-premise promotions,” said Julien Marteau.
The sponsorship agreement includes the pouring rights, branded bars and retail market position as the ‘official’
Champagne of the Melbourne Cup Carnival and Flemington, it will also provide G.H. Mumm with a presence in
the Birdcage by way of a corporate marquee on all four race days as well as the naming rights to its own race on
Crown Oaks Day: The G.H.MUMM.
On track, the G H Mumm branded bars at Flemington include the G.H.MUMM Champagne Bar, The G.H. MUMM
Champagne Terrace and the G.H MUMM Lawn Bar.
Almost 400,000 people attend the Melbourne Cup Carnival each year, and for the first time will be able to enjoy
the number 1 selling Champagne in France.
1
Source: Nielsen ScanTrack – Australia - QTR to July 2010 – Value sales growth
2
Source: Nielsen ScanTrack – France – MAT to July 2010- Value sales
About G.H. MUMM
The House of G.H. MUMM was established in 1827 in Reims (France). Emblematic of the richness
and finesse that characterise its own vineyards, Cordon Rouge (G.H. MUMM’s flagship cuvee) has
worn its famous red sash since 1875 as a tribute to the Legion of Honour, France’s most
prestigious distinction - still given today by the head of state to reward exceptional
achievements. G.H. MUMM Cordon Rouge epitomises Georges Hermann de Mumm’s maxim of
“Only the best”
The G.H. MUMM house style is always fruitiness, elegance and finesse. Over 180 years of passion,
dynamism and a relentless pursuit of excellence have led to G.H. MUMM becoming the No.3
Champagne brand in the world, with a production of 8 Million bottles a year.
-ends-
For further information:
Progressive PR & Publicity
The Cru
Jodie Artis
Jeanine Bribosia
0414 699186
0407 061658
Jodie@progressivepr.com.au
jeanine@thecrumedia.com
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