Champagne House announces Lindy Klim as 2015 ambassador for Melbourne Cup Carnival, where 65,000 glasses of champagne are expected to be consumed
France’s avant-garde champagne house, Maison Mumm, is set to take the birdcage by storm this Melbourne Cup Carnival with a series of partnerships and activations that will that will take celebration to new heights. As the Official Champagne of the Melbourne Cup Carnival for the sixth year in a row, Maison Mumm will attract Australia’s social set to the birdcage and play host to a series of exclusive VIP experiences across the four race days.
Maison Mumm is raising the stakes in 2015 with a theme that is more cutting edge and daring than ever. The ‘High Altitude’ marquee will be transformed daily, taking guests from daytime luxury set in the French Alps to the exclusive high energy atmosphere found in Europe’s best après nightclubs.
One of Australia’s most stylish women, fashion expert and entrepreneur Lindy Klim, will act as the 2015 Mumm Melbourne Cup ambassador and host the marquee on Derby Day. Lindy will conduct the official toast of the day with the impressive 12L and 15L bottles of Mumm Cordon Rouge, which have been exclusively flown in from France for the event. Lindy will also host a luxury brunch for VIPS that will feature magnums from Maison Mumm’s Collection du Chef de Caves, a rare selection of champagne that features the celebrated Mumm Cordon Rouge Millésimes of 1985, 1990 and 1996 of which there are only a limited number of bottles available in the world.
Guests in the marquee will be able to sample the exclusive Yasa Caviar, a fresh caviar of premium quality, harvested to order and flown in from Abu Dhabi 24 hours prior to serving, as well as Mumm champagne macarons and specially created Mumm champagne cocktails – the Bellini Martini (a blend of Mumm Cordon Rouge and Absolut Peach vodka), the Cordon Luge (Mumm Cordon Rouge with Plymouth gin, strawberry puree and sugar syrup) and the Bon Vivant (a cocktail of Absolut Elyx vodka and passionfruit puree, served with a shot glass of Mumm Cordon Rouge on the side). Guests will also experience the art of sabrage, a 200 year old French tradition which sees a sabre used to break the neck of the bottle clean away from the base, leaving it ready to pour. Inspired by the French Alps, guests will also be invited to try a twist on traditional sabrage with ‘skibrage’.
Maison Mumm will also host one of the world’s top DJ’s, French superstar David Guetta, as a special guest of the brand on Emirates Melbourne Cup Day. The trip will form part of an ongoing partnership between Maison Mumm and David Guetta, when the icon of celebration invites the icon of the night for a unique collaboration, and will include the launch of a new video clip which has been inspired by the “race that stops the nation”TM.
In the video, which will be released in early November 2015, Mumm explores an avant-garde vision of an urban horse race through a city that breaks with tradition. The partnership will also include an exclusive new limited edition Mumm Cordon Rouge bottle co-designed by David Guetta to symbolise celebration – the unique design sees the traditional bottle entirely adorned in platinum, creating a mirror effect designed to take centre stage in nightclubs around Australia.
David Guetta said of the partnership, “Maison Mumm is a brand that breaks with tradition, does things differently and puts forward unexpected experiences for my video clips, so I jumped at the chance to partner with them again I’m excited to be able to come out to Australia and attend the Melbourne Cup with Maison Mumm, and can’t wait to party with the people.”
As part of the celebrations in 2015, Mumm has partnered with E! Entertainment to bring one of the world’s biggest entertainment and celebrity news outlets to the Melbourne Cup Carnival for the first time. E! will host an array of
their famous faces in the Maison Mumm marquee throughout the Carnival, including Fashion Police’s Melissa Rivers & Brad Goreski, host of The Soup and Community star Joel McHale and reality star Brody Jenner.
LA-based E! News correspondent Erin Lim will also attend and host celebrity interviews in the marquee for international broadcast on E! News, while E!’s Australian host Ksenija Lukich will attend the marquee to film content for the new locally-produced weekly entertainment program The Hype.
La Folie Douce
Maison Mumm will also bring renowned French party group La Folie Douce to the 2015 Melbourne Cup Carnival, who will make the ‘High Altitude’ themed marquee come alive with their unmistakably après party vibe direct from the French Alps. Known for the best après ski celebrations in the world, La Folie Douce will entertain the birdcage social set with singers, dancers, DJ, guitarist and saxophonist in mix of cabaret and street theatre performances. In the afternoon, the marquee will be transformed into an ‘After Dark’ nightclub with La Folie Douce taking the energy levels to new heights. Partygoers at Maison Mumm’s marquee will be carried away with their daring, high-energy, show-stopping performances, giving guests of the marquee a thrill like never before!
Julien Hemard, Pernod Ricard Australia Managing Director, said: “The Maison Mumm ‘High Altitude’ marquee will showcase the contemporary, cutting edge and daring spirit of the brand, providing our guests with the ultimate experience of luxury inspired by the French Alps. Our partnerships with David Guetta, La Folie Douce, Lindy Klim and E! Entertainment, will take the celebrations to the next level, and will firmly establish the Mumm marquee as the number one destination for entertainment, celebration, energy and innovation in 2015.
“We expect 10,000 bottles of Mumm champagne to be consumed across the precinct this year which is an astounding 65,000 glasses across the four race days. Our continued association as the Official Champagne Sponsor of the Melbourne Cup Carnival has taken the Mumm brand to new heights in the Australian market, as demand reaches unprecedented levels. Mumm now sits as the no. 2 champagne brand in the market according to Aztec scan data, and this year we have shipped in our very finest cuvées from France to keep up with demand so our guests can celebrate the Melbourne Cup Carnival with the champagne of victory.”
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