VRC and G.H. Mumm toast to renewed partnership

The renewed agreement, which runs until mid-2028, will total 18 years of collaboration between the VRC and G.H. Mumm.

As part of the expansion, G.H. Mumm will proudly uphold its renowned presence with showstopping marquees in the exclusive Birdcage Enclosure, while also receiving prestigious naming rights to a key race on Victoria Derby Day during the Melbourne Cup Carnival.

The G.H. Mumm Birdcage marquee has become an attraction in its own right at the Melbourne Cup Carnival, with the trailblazing Champagne house consistently setting new standards in design and guest experience. Renowned for its red-carpet glamour, international guests, and signature Parisian flair, the marquee delivers unforgettable moments – from exceptional DJ sets, immersive fine dining experiences and iconic “tap tap” Champagne fountains.

This beloved “tap tap” tradition sees Mumm Champagne soaring metres into the air following a large format bottle being struck with a sabre. Over the years, a host of Australian and international celebrities have taken part, including models Duckie Thot, Kate Peck, and Miss Universe Monica Radulovic; champion athletes Emma McKeon, Usain Bolt, Nedd Brockmann and Ariarne Titmus. 

In 2018, G.H. Mumm and the VRC undertook a global-first for the Champagne house and built a custom-designed bar in the Club Stand. This collaborative endeavour remains the first official Mumm bar built outside of its home in Reims, Champagne.

The 2024 Melbourne Cup Carnival once again showcased the strength of the partnership, with more than 12,800 bottles of G.H. Mumm Champagne enjoyed by racegoers across the four-day celebration of racing, fashion and entertainment. This year, 2025, will be the Champagne house’s 16^th Melbourne Cup Carnival, and is on track to be its most luxurious to date.

The Melbourne Cup Carnival launches the “Champagne season” for G.H. Mumm annually as Champagne lovers celebrate the race that stops a nation® at venues and homes around Australia, before entertaining and socialising throughout the summer festive season months. G.H. Mumm continues to grow its sales at a greater pace than the category average.

VRC CEO Kylie Rogers said the partnership was a perfect fit for the VRC and its flagship event.

"G.H. Mumm has become synonymous with celebration at Flemington.

For 15 years, their presence has elevated the Melbourne Cup Carnival, and we’re excited to continue raising a glass together through to 2028,” Ms Rogers said.

"This partnership is about more than Champagne – it’s about bringing people together, creating unforgettable moments, and setting the tone for celebration at one of Australia’s most prestigious sporting and social events. G.H. Mumm understands that energy, and they help us bring it to life year after year."

Pernod Ricard (owner of G.H. Mumm) Pacific Marketing Director Kristy Rutherford said it is still as exciting to be a part of the Melbourne Cup Carnival as it was when G.H. Mumm first joined with this landmark event and organisation in 2010.

“G.H. Mumm is renowned for pushing the boundaries with world-first moments and adventures, including becoming the first Champagne in space; joining pioneering Antarctic expeditions; and even launching the highest Champagne dinner party,” Ms Rutherford said.

“It is this spirit that places G.H. Mumm as an iconic Champagne at the heart of modern culture, and each year we are proud to bring that to the Melbourne Cup Carnival as the official Champagne partner.”

The 2025 Melbourne Cup Carnival begins with Victoria Derby Day on Saturday 1 November, followed by Lexus Melbourne Cup Day on Tuesday 4 November, Crown Oaks Day on Thursday 6 November and TAB Champions Day on Saturday 8 November.

G.H. Mumm will announce its much-anticipated Birdcage Enclosure marquee closer to the Melbourne Cup Carnival.

For more information or to purchase tickets, visit www.vrc.com.au