By Andrew Starke
Mumm Champagne is likely to usurp Moet et Chandon as the bubbly of choice at Flemington’s Birdcage marquees at this year's Melbourne spring racing carnival.
The new pouring rights deal will end a long–standing partnership between Moet Hennessy Australia, part of the French luxury brands group LVMH and the Victoria Racing Club.
The company dominates the Australian champagne market with its Moet brand as well as Dom Perignon, Krug and Veuve Clicquot.
G. H. Mumm Champagne is the third largest international champagne house and its range is marketed and distributed by Pernod Ricard in Australia.
A spokesperson for Pernod Ricard could not confirm that Mumm would be the official champagne of the spring racing carnival, saying only that it was one of the brands the company had submitted for tender.
Mumm Champagne is already a partner with the Australian Grand Prix in Melbourne.
The spring racing carnival is considered an important primer for the Christmas and New Year's trade, with present industry signs pointing to another good year for champagne.