Victoria Racing Club and G.H. Mumm celebrate partnership extension

22 December 2022 Written by VRC

The Victoria Racing Club and G.H. Mumm are delighted to announce a two-year partnership extension, making the iconic French champagne the official champagne of the Melbourne Cup Carnival and Flemington until 2025.

G.H. Mumm has been the official champagne of the Melbourne Cup Carnival since 2010 and the partnership has supported the brand in becoming Australia’s number one selling champagne.

Champagne is synonymous with Cup Week and the Melbourne Cup Carnival is the best way to launch the champagne season, which represents the biggest sales period for G.H. Mumm encapsulating the spring carnival, Christmas and New Year’s festivities.

Over the four days of the 2022 Melbourne Cup Carnival more than 17,738 corks of G.H. Mumm were popped at Flemington, up from 2019 where 17,546 bottles of champagne were consumed.

Once enjoyed at Flemington Racecourse during Cup Week, the empty champagne bottles were collected, crushed and recycled via the VRC’s venue presentation partner Cirka, with 100 per cent of the recycled glass being used to produce new bottles.

As part of the extended partnership, G.H. Mumm will continue to activate in the prestigious Birdcage Enclosure where they have delivered some of the most iconic marquee moments in Birdcage history including the much-photographed celebratory tap-tap moment featuring celebrities from champion sprinter Usain Bolt to supermodel Duckie Thot.

In 2018 G.H. Mumm officially opened its first global flagship venue in The Club Stand at Flemington. The G.H. Mumm Champagne Bar has become one of the most popular venues for VRC members and guests to enjoy a race day and for non-race day events.

VRC Chief Executive Officer Steve Rosich said the Club was delighted to extend its partnership with G.H Mumm.

“The VRC is extremely proud of our long-standing partnership with G.H. Mumm, which has enjoyed enormous growth since signing on with the Club as our official champagne partner twelve years ago,” Mr Rosich said.

“The Melbourne Cup Carnival is renowned for celebration and is synonymous with champagne and we are delighted to extend the partnership with G.H. Mumm for a further two years.

“Cup Week signals the start of the festive season in Australia, and we’re pleased to support the post-pandemic bounce back via partnerships with local and international brands including G.H. Mumm, Penfolds and Furphy.”

Over the past 12 months, Australians have continued to enjoy G.H. Mumm, with the brand continuing to maintain its position as Australia’s favourite champagne.

Pernod Ricard Australia Marketing Director Eric Thomson said G.H. Mumm was thrilled to continue the partnership with the VRC.

“We strive to create moments of celebration and enjoyment in a luxurious setting, and the Melbourne Cup Carnival is the perfect occasion for G.H. Mumm. Our Birdcage marquee and global flagship Mumm Champagne Bar in The Club Stand will continue to bring people together, something we’ve all missed in recent years.”

Racing returns to Flemington for the first time in 2023 with New Years Race Day, where VRC Members and guests can once again enjoy the hospitality in the G.H. Mumm Champagne Bar.