Press Release


Mumm Grand Cordon unveiled in Asia for the first time


(Hong Kong, October 2016) Maison Mumm, the official Champagne partner of the FIA Formula E Championship, is marking the Hong Kong E Prix by unveiling Mumm Grand Cordon for the first time in Asia. The Mumm Grand Cordon is a revolutionary new Champagne bottle, destined to become the ultimate icon of celebration.


City-centre locations don’t come more exhilarating than Hong Kong’s Victoria Harbourfront. Hong Kong is a diverse and electric city, but the world’s top Formula E drivers had no time for sightseeing before they did battle on a challenging circuit which epitomized the spirit of daring shared by Formula E and Maison Mumm. After the race, the winner of the Hong Kong ePrix race Sebastien Buemi took to the podium to celebrate their win with an iconic spray moment featuring Mumm Grand Cordon. 


True to its motto “Dare. Win. Celebrate.” Maison Mumm has always been associated with audacious challenges and ground-breaking endeavours- right back to 1904, when it supported the explorer Jean-Baptise Charcot during the first French Artic expedition. Its 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 and the Admiral’s Cup.


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.


The bottle of Mumm Grand Cordon was created by multi-award-winning designer Ross Lovegrove, with who Maison Mumm previously collaborated on a limited-edition sabre. A graduate of the Royal College of Art in London, Ross Lovegrove rose to international prominence with designs for Sony and Apple, and his work is exhibited in major museums throughout the world.


Of Mumm Grand Cordon he says: “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.”


During the day, Mumm welcomed hundreds of guests to the EMOTION Formula E Club where an exciting program of entertainment awaited. Highlights include race simulators, a Mumm mixology workshop and a victory photo call.


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.”


The race revelry was continued into the night at a glittering celebration of the Mumm Grand Cordon held at the iconic Dragon-i nightclub where Mumm Grand Cordon was officially unveiled for the first time in Asia. The bottle was shown making its way towards 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. A former professional athlete who pushed boundaries during his swimming career before daring to switch careers into the entertainment business, Fong perfectly embodies the avant-garde spirit of Mumm Champagne.


An estimated 600 invited-guests attended the illustrious event including Formula E CEO Alejandro Agag, and drivers Sebastien Buemi, Lucasi di Grassi, and Jerome d’Ambrosio.


Mumm Grand Cordon will be listed at Dragon-i, Kee Club, Play, and Drop.


Mumm Grand Cordon is also available at Watson’s Wine and (HK$438).