By James Wells

The celebrities, the clients, the caviar and of course the Champagne – take a glimpse inside the G.H. Mumm marquee inside The Birdcage at this year’s Melbourne Cup Carnival.

As the official Champagne at Spring Racing Carnival at Flemington for the fifth consecutive year, the estimated consumption of G.H. Mumm was 10,000 bottles or 65,000 glasses of Champagne over the four days of the carnival. With over six hours in each race day, that represents around one bottle consumed every 10 seconds. 

Watch the video below for some of the highlights from the marquee

G.H. Mumm once again attracted some A-List celebrities as well as the top hospitality venues in the country to its marquee.

Among the on-premise operators attending the G.H. Mumm marquee were Johnny Moubarak from Moubment Group in Queensland operators of La Ruche, Gerard’s Bar, Gerard’s Bistro and Hatch & Co; Maya van de Wetering de Rooy – the director of sales for One and Only Hayman Island; John Duncan and Paul Schulte from Keystone Group – operators of The Winery, Cargo Bar and Bungalow 8; George Vardis from Steersons Group; Matt Gray from Katarzyna Group in Queensland; Christopher Moe from the Intercontinental The Rialto Melbourne; Anthony Cox from Sheraton Noosa as well as Tim Holmes a Court representing Sydney venues Pelicano, Lemon Tree and Bondy’s.

Pernod Ricard Champagne Ambassador Chris Sheehy opening the 15L bottle

The G.H. Mumm marquee was themed ‘Cote D’Azur by day and by night’, with the interiors dressed as a venue on the French Riviera, which attracted models including Bambi Northwood-Blyth, Alexandra Agoston as well as Zac and Jordan Stenmark.

Throughout each day of the carnival G.H. Mumm Champagne Ambassador, Chris Sheehy, opened 12-litre and 15-litre bottles flown in from France specifically to commemorate the celebration that require three people to hold the bottles that are up to one-metre high and can launch corks more than 30 metres. 

Guests including Bambi Northwood-Blythe enjoy the luxury brunch

Guests enjoyed exclusive brunch menus matching with the Champagne consisting of Yasa caviar which was harvested and flown in from Abu Dhabi 24 hours before being served alongside G.H. Mumm Cuvée R. Lalou – a vintage prestige cuvee made in small quantities. Other food included shucked oysters, sashimi, seafood and G.H. Mumm ice cream created by Gelato Messina.

Celebrations were taken to another level as some guests participated in the 200 year-old French tradition of sabrage – where a sabre is used to break the neck away from the bottle. After the final race of each day the marquee transformed into a dance party hosted by international DJs Robin Schulz and Fred Falke while other special parties were hosted at nighclubs including Club 23 at Crown Melbourne.

Tash Oakley tries her hand at sabrage

It has been a big year for G.H. Mumm with sales more than doubling in the on-premise for the first four months of the current financial year. G.H. Mumm Cordon Rouge drives this growth as first pour in many key venues, and the G.H Mumm Rose, Vintage and prestige cuvees like the Blanc de Blancs round out the portfolio play.

Managing director Julien Hemard said this year’s marquee concept offered “a truly transformative experience and the perfect platform to take our Melbourne Cup Carnival celebrations to the next level”.

“Our continued association as the Official Champagne Sponsor of the Melbourne Cup Carnival has seen the demand for G.H. Mumm reach unprecedented levels and we have shipped in our very finest cuvees from France to keep up with demand,” Hemard said.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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