Published On 10/17/2018


Maison Mumm, France’s avant-garde champagne house, officially opened its first global flagship venue – the Mumm Champagne Bar within the new members Club Stand at Flemington.


16 October 2018 - The new bar, which was co-designed by leading Australian architecture and interior design practice, Bates Smart, and the style team at Maison Mumm, gives Victoria Racing Club members an opulent, luxurious setting to enjoy a glass of champagne at the races.


Mumm Style Director, Axelle de Buffévent, said the bar was one of the House’s proudest achievements: “The Mumm Champagne Bar truly brings to life Mumm’s brand identity – it is sleek, modern and bold, showcasing our daring nature and providing the ultimate place to celebrate a win at the races. As our first flagship venue in the world this is a major milestone for us, and we could not be prouder of what has been delivered here in Melbourne.”


“Members of the team at Bates Smart travelled to our Maison in Reims, France to completely immerse themselves in the brand and understand our history. The result is a breathtaking, unique space that brings to life Mumm’s innovative spirit and bold approach to both winemaking and design.”


Members of the Bates Smart team travelled to the home of Maison Mumm in Reims, France to experience the essence of the brand and understand the history of the house. The result is a breathtaking, unique space that brings to life Mumm’s innovative spirit and unique, bold approach to winemaking and design.


Pernod Ricard Pacific Managing Director, Bryan Fry, said the elegant new Mumm Champagne Bar is a celebration of champagne and racing: “Mumm, the VRC and Flemington have a strong association with celebrations, international events and sophistication, and the new Mumm Champagne Bar is a discerning, distinctive and stylish celebration of those relationships. This striking space will be a high-energy yet sophisticated place to enjoy the races, and we look forward to celebrating our continued success with Flemington and the VRC as we lead into Melbourne Cup Carnival.”


The centrepiece of the venue is a 70-metre-long signature Mumm red ribbon that journeys through the bar, inspired by the new Mumm Grand Cordon release in 2018. Mumm Grand Cordon features the world’s most ground-breaking champagne bottle design. In a remarkable feat of innovation, and a first in the champagne category, the bottle has no front label. Sleek and slender in design, the signature Mumm red sash is scooped into the glass in a brilliant vermilion red lacquer colour, with the gold Mumm logo and eagle emblem printed directly onto the glass.


The red sash is a vital part of the history of Maison Mumm. In 1876, George Hermann Mumm introduced the red sash to decorate every Mumm bottle, as a reference to France’s highest civilian award of merit, the Legion d’Honneur, which also sported a red ribbon. It has been a part of the brand DNA ever since.


Behind the bar gold magnums of Mumm are triumphantly displayed on riddling racks, creating towering, gilded backdrops to sculptural black gloss bars. Riddling racks are critical to the aging process of champagne, part of the unique art of producing methode champenoise, and pay homage to Mumm’s winemaking craft. Suspended ribbons and hooped lighting above the bar renders this area a spectacular place to order a drink.


A highlight is the carpet, where sophisticated 3D modelling was used to generate shapes that were then drawn to create a universal design with no repeating patterns. This is to emulate the sense of speed from the race track. Furniture clusters inspired by dynamic sculptural works of art dot the room; with rich, jewel-like colours, they provide the perfect opportunity for patrons to socialize within this intriguing landscape. The bars and soft furnishings are fluid with energetic, non-repeating forms.

Immersive digital screens provide a whole other perspective of the races. The bar also features an openable façade on the trackside, looking right onto the finishing line, and an outdoor terrace; making it the perfect place to enjoy a glass of Mumm on a glorious spring day at Flemington.


The food within the Mumm Champagne Bar is as luxurious as is to be expected – patrons can indulge in the freshest sushi, oysters, blinis, gourmet petite pastries and rolls with various toppings from smoked salmon to carved beef tenderloin.


A great selection of Mumm cuvees will be available in the bar, including champagnes from Mumm Grand Cordon up to the exclusive RSRV collection, a special selection of cuvees reserved for friends and family of the house, and the Mumm Collection du Chef de Cave 1985 vintage. The most prestigious champagne on the menu, the Chef de Cave 1985, is $1,250 for a magnum. Premium champagne cocktails will also be on the menu.


Maison Mumm recently extended its sponsorship agreement with the VRC for another five years, making the iconic French champagne the official champagne of the Melbourne Cup Carnival and Flemington until 2022. The strong partnership began in 2010 and has seen Mumm grow to become Australia’s number one selling champagne. Mumm will continue to host its extravagant marquee in the exclusive Birdcage enclosure on each day of the Melbourne Cup Carnival.



Sienna Coleman | | 0468 567 468

Lucille McCart | | 0407 488 164


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About Maison Mumm

Maison Mumm is part of Martell Mumm Perrier-Jouët, the prestigious cognac and champagne business of Pernod Ricard, the world’s co-leader in Spirits & Wines. With its distinguished heritage dating back to 1827, Mumm is the number one champagne House in France, and Australia is its number one export market. Mumm Grand Cordon, recognisable by its red sash —a symbol of excellence—embodies the spirit of the House; it stands out through the freshness and intensity of its style, which successive cellar masters have successfully maintained and handed down through the generations

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