Maison Mumm is proud to announce the official launch in the US 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! 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.”
– Kellan Lutz
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.
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 production process.
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 US 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 US.