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Maison Mumm to unveil global flagship champagne bar at Flemington

The Victoria Racing Club (VRC) and Maison Mumm are delighted to announce the first global flagship Mumm Champagne Bar will open in the brand new $128 million Club Stand at Flemington this spring. The announcement comes as Mumm extends its sponsorship agreement with the VRC for another five years, making the iconic French champagne the official champagne of the Melbourne Cup Carnival and Flemington until 2023.

The strong partnership began in 2010 and has seen Mumm grow to become Australia’s number one selling champagne. VRC Chairman Amanda Elliott said the Club was thrilled to extend and elevate its relationship with Maison Mumm. “The Mumm Champagne Bar is a celebration of our significant partnership with Maison Mumm, which has enjoyed enormous growth since signing on with the Club eight years ago. The VRC’s Melbourne Cup Carnival is renowned for celebration and is synonymous with champagne. It is Australia’s biggest champagne moment right here in Melbourne. We are exceptionally proud that our partnership with Mumm has paved the way for them to become one of Australia’s leading champagnes, and this bar and their extended presence on course is a mark of that growth and success.”

Pernod Ricard Pacific Managing Director Bryan Fry said the elegant bar in The Club Stand would be a celebration of champagne and racing. “It is a milestone for us to unveil Mumm’s first flagship brand home globally,” Mr Fry said. “Mumm, the VRC and Flemington have a strong association with celebrations, international events and sophistication, and the new Mumm Champagne Bar at Flemington will be a discerning, distinctive and stylish celebration of that friendship. This striking space will be a high-energy yet sophisticated place to enjoy the races, and we look forward to celebrating our continued success with the VRC.”

The sleek interiors of the Mumm Champagne Bar at Flemington have been co-designed by the Maison Mumm style team and leading architects Bates Smart and will convey Maison Mumm’s wine credentials in an opulent, luxurious setting. Inspired by the iconic Mumm champagne bottle, a signature Mumm red ribbon will weave its way across the space, which will include sculptural bars, lounge pavilion, betting pavilion and dining. The bar, which spans half of the first floor of The Club Stand, will also feature an outdoor terrace for an alfresco party experience.

Mumm will continue to host its extravagant marquee in the exclusive Birdcage enclosure on each day of the Melbourne Cup Carnival. Also, in a new, extended deal, Mumm’s parent company Pernod Ricard Australia will continue as the official spirits partner of the Melbourne Cup Carnival and Flemington to 2020.

About the Mumm Champagne Bar

Exclusive and stylish, the Mumm Champagne Bar will have a theatrical feel, engaging patrons the moment they enter. The bar will showcase Mumm Grand Cordon – a new bottle design that is being lauded as the most modern, ground-breaking design in the storied history of the House. The new Mumm Grand Cordon and Mumm Grand Cordon Rosé bottles are pioneering innovations with a unique, sculpted design that is a first in the champagne category.

Inspired by these iconic bottles, a signature Mumm red ribbon will weave its way across the new Mumm Champagne Bar, which will include sculptural bars, lounge pavilion, betting pavilion and dining. Riddling racks behind the bars will also look like art forms, with lighting emphasising the beauty and elegance of the bottle. Suspended ribbons and hooped lighting above the bars will render this area a spectacular place to order a drink.

The bar will also have an openable facade on the trackside and an outdoor terrace, making it the perfect place to enjoy a glass of Mumm on a glorious spring day at Flemington. The lounge pavilion will be an exciting visual experience, with LCD screens surrounding guests, who will view them in the round. Luxurious seating will be in the same three-dimensional forms as the bars and entry consoles, with both fixed banquettes and loose furniture providing guests an inspiring and comfortable place to sit. A food experience will await patrons here, where they can indulge in the freshest sushi, oysters, blinis, gourmet petite pastries and rolls with various toppings from smoked salmon to carved beef tenderloin. Premium champagne cocktails will be on the menu, along with high-quality wines, craft and boutique beers and premium spirits.


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