By James Atkinson
G.H. Mumm has announced it has renewed its partnership with the Victoria Racing Club (VRC), signing on for an additional five years as the official champagne of the Melbourne Cup Carnival.
Pernod Ricard Australia managing director Julien Hemard said the partnership has contributed significantly to the brand’s strong success in the Australian market over the past two years, helping G.H. Mumm become not only the fastest growing champagne in Australia (according to Aztec data) but also the fastest growing market for G.H. Mumm worldwide.
He said G.H. Mumm hjas solidified its place as the number three Champagne by volume and value in Australia, up from 8th only two years ago.
"We are delighted to extend our partnership with the Victoria Racing Club as the official champagne of the Melbourne Cup Carnival. The partnership has been an unmitigated success to date and we are very excited to be on board for a further five years," he said.
G.H. Mumm activates extensively during the Melbourne Cup Carnival, at Flemington and beyond with a through-the-line campaign and considerable investment including advertising, national in-store promotions and public relations.
In the past three years in the prestigious Flemington Birdcage, G.H. Mumm has stayed true to its founder’s motto “only the best”, entertaining its guests with the best of French food, music and design and showcasing some of its finest prestige cuvees, including the G.H. Mumm Cuvee R. Lalou, which retails at over $400.
The brand also activates in the VRC member’s enclosure with its signature sabrage stands – demonstrating the premium heritage and history of the brand to the VRC’s membership base.