Mumm Sets Sail: Champagne House Launches America’s Cup Wine

The off-water festivities included a pop-up Mumm Yacht Club and ocean-inspired blue bottles of Grand Cordon

Mumm Sets Sail: Champagne House Launches America’s Cup Wine
Emirates Team New Zealand (left) and Luna Rossa Prada Pirelli compete in the 36th America's Cup race. (Courtesy of America's Cup)
Mar 31, 2021

The 36th America’s Cup concluded off the coast of New Zealand on March 21, with Emirates Team New Zealand defeating Luna Rossa Prada Pirelli, and the home crew had plenty of limited-edition Champagne to pop when the race was over: Champagne house G.H. Mumm partnered with America’s Cup to create about 2,000 cases of cup-branded G.H. Mumm Brut Champagne Grand Cordon NV.

“[Partnering with the America’s Cup] was an obvious choice for the maison,” a Mumm representative explained to Wine Spectator via email. “The America’s Cup shares the same values that [Mumm] is founded on: a strong sense of heritage and the pursuit of excellence, challenges and innovation.”

The America’s Cup bottles feature multiple shades of ocean-inspired blue beneath Mumm’s signature red sash. Mumm also released an exclusive dry bag to go with the bottle, and both are exclusively available in Australia and New Zealand.

 G.H. Mumm's Yacht Club venue served at the 36th America's Cup sailing race
Landlubbers were welcome to enjoy the race as well. (Courtesy of Maison Mumm)

The oceanic bubbly was also served at the Mumm Yacht Club, a shoreside America’s Cup venue with views of the race. “Yachting enthusiasts are often also Champagne lovers, and vice versa. It’s only fitting these worlds collide,” said Mumm’s rep. “This collaboration wasn’t about bringing something to the other but rather to complement each other’s respective universes.”

“G.H. Mumm added to the prestige of sport’s oldest international trophy and sat well alongside other premium brands,” said Emirates Team New Zealand partnerships and commercial manager Tom Waterhouse via email. “To bring Mumm back to the America’s Cup after a 38-year absence was a great win for the organizers and helped generate awareness of the event.”

Maison Mumm had previously partnered with the competition in 1983 for the 25th race. Mumm has partnered with more than 40 yachting competitions since the 1970s, including the transatlantic Route du Rhum. And yachting isn't Mumm's only sporting interest: The Champagne house collaborated with DJ David Guetta for Mumm’s Formula 1 racing sponsorship in 2014, and named sprinting star Usain Bolt as the brand’s “Chief Entertainment Officer” in 2016.

As for the 2021 America’s Cup runners-up, Luna Rossa Prada Pirelli could take solace in their choice of bespoke sparklers: The Italian sailing team was also honored with its own Ferrari Trento Maximum Blanc de Blancs special-edition bottles earlier this year.


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