By Andrew Starke
Pernod Ricard and the Victoria Racing Club (VRC) have confirmed French Champagne brand GH Mumm as the exclusive bubbly of the VRC and Flemington Racecourse in a three-year deal.
The decision was widely expected and ends the long–standing partnership between Moet Hennessy Australia, part of the French luxury brands group LVMH, and the VRC.
Specifically, the agreement affords Mumm wide marketing rights as the official Champagne of the Melbourne Cup Carnival and Flemington, which will be the centre piece of an extensive on-premise and retail promotional program for the brand heading into summer.
“The three year sponsorship agreement will see GH Mumm place the Melbourne Cup Carnival at the heart of its marketing program,” said brand manager, Julien Marteau.
“It will be supported with three GH Mumm branded bars at Flemington and track signage but also through advertising, heavy retail branding, and on-premise promotions.”
Off-premise, the brand’s activation program in October and November will include 500 GH Mumm displays nationally in key national accounts and independents – including windows and off-location display.
Mumm is also aiming to have at least 350 on-premise accounts pouring G.H Mumm during Melbourne Cup week (week commencing November 1) and having point of sale material in all of these venues to reinforce the association between G.H Mumm and the Melbourne Cup Carnival (including branded glassware, banners and ice buckets).
Traditionally about 360,000 people attend the races at Flemington during the Carnival.