NEW YORK–(BUSINESS WIRE)–Maison Mumm is proud to announce the official launch in the U.S. of Mumm
Grand Cordon, its revolutionary new champagne bottle. True to its motto
– “Dare. Win. Celebrate.” – the pioneering Champagne House staged its
most daring champagne delivery ever, with the new bottle arriving in
Manhattan in spectacular style…
Maison Mumm officially unveiled its revolutionary bottle Mumm Grand
Cordon at Lightbox, the premier creative tech space in New York. The new
bottle was presented in a breathtaking sequence that segued from a
digital film to real life, and featured the noted actor Kellan Lutz and
Mumm Cellar Master Didier Mariotti. Maison Mumm offered an immersive
experience to the public who lived almost in real time as Kellan Lutz
raced against the clock to deliver the bottle to the celebration venue.
In the final sequence of the film, attendees saw Kellan Lutz on a
motorcycle arriving at the venue, which also coincides with his grand
entrance with the bottle on a motorcycle in real life to the party for
one of the most daring deliveries of a champagne bottle ever.
The Daring Delivery was shot using cutting-edge techniques – in
particular first-person POV – to create an immersive experience that
engrosses the audience in the action from the beginning. Viewers are
transported through both Kellan and Didier’s journeys, actually feeling
what it is like to be Didier Mariotti as he makes a daredevil skydive –
a world first for a champagne cellar master! – or Kellan Lutz as he
races through the streets of Manhattan on a motorcycle.
“I consider myself a very daring person – I regularly rock climb and
ride motorcycles – so when Mumm asked me to take part in the most daring
champagne delivery I was up for the challenge!” said Kellan Lutz. “I
tend to seek out projects that challenge me to push my boundaries so the
Daring Delivery project opened me up to new experiences I have not done
before, like parkouring across Brooklyn rooftops and driving a speedboat
through the New York harbor.”
To celebrate this spectacular delivery moment at the celebration, the
House gathered more than 120 VIPs, including supermodel Chanel Iman,
DJ/model Alexandria Richards, DJ Chelsea Leyland and various other New
York athletes and celebrities. Maison Mumm once again enhanced the
delivery moment as staff pretended that the champagne was not available
until Kellan Lutz arrived at the event with the new bottle in hand. The
evening was an example of Maison Mumm’s on-going commitment to
unexpected and high-energy moments with the exclusive participation of
DJ Chelsea Leyland and the reveal of the most disruptive bottle in the
history of champagne.
The “Daring Delivery” starring Kellan Lutz is now available on YouTube: Mumm’s
Daring Delivery, where audiences will be invited to re-live the
daring delivery for themselves.
Mumm Grand Cordon is the most innovative design in the 189-year history
of Maison Mumm.
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
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. 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 whom Maison Mumm previously collaborated
on a limited-edition sabre.
With the launch of its daring new bottle, Maison Mumm is setting out to
reclaim its U.S. leadership position of the 1980s. The House was a
pioneer of champagne in North America, with its first shipment dating
back to 1830, just three years after it was founded. In 1881, the Cordon
Rouge label – with its diagonal red sash – was registered in New York,
while in 1900, the House launched its famous advertising slogan “Mumm’s
the Word”. So successful was it, that by 1913, Mumm was selling an
impressive one million bottles of champagne in the U.S.
Relive the Daring Delivery adventure: Mumm’s
ABOUT MAISON MUMM
Mumm is part of Martell Mumm Perrier-Jouët, the prestigious cognac and
champagne business of Pernod Ricard, world n°2 in Spirits & Wines. With
its distinguished heritage dating back to 1827, Mumm is the leading
international champagne house in France and third worldwide*.
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