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News
Mumm heads for the desert
GH Mumm has announced it is to partner with some of London’s best restaurants and organise a picnic in the Gobi Desert to celebrate the house’s links with gastronomy.
Mumm has prided itself on its gastronomic links since its founding in 1827. As part of this new marketing campaign the brand will also be involved with supporting new culinary talent.
Initiatives include sponsorship of The London Restaurant Festival, The Academy of Culinary Arts and Extreme Gastronomy.
This is the second year in a row the brand has been chosen to sponsor The London Restaurant Festival.
The two-week event runs from 4-18 October and is a celebration of dining out in the capital.
Last year “The Gourmet Odyssey” was one of the most popular events and Mumm has announced its own for this year’s festival.
Diners will be taken by Routemaster London buses for a starter at The Berkeley, a main course at Hibiscus and finally pudding at Sake No Hana. Each course will be paired with different Champagnes from the Mumm range.
Other “Odysseys” will be taking place around the city, each of which begin with a Champagne reception at The Met Bar.
In September the house will organise a dinner for explorer Mike Horn as he traverses the Gobi Desert in Mongolia.
Michelin-starred chef Alain Passard will meet Horn as he finishes crossing the desert to prepare a meal for him. Horn, who has previously picnicked on an ice floe in Greenland, a sandbank on the Great Barrier Reef and inside a volcano, is following in the footsteps of explorer Captain Charcot who celebrated his 1904 arrival in Antarctica with a bottle of the brand’s flagship Cordon Rouge.
Jo Spencer, head of marketing at Pernod Ricard UK, said: "We are committed to a gastronomic strategy for GH Mumm going forward – and are delighted to be associated with such exciting ventures.
"They are superb opportunities to showcase the breadth and quality of its award-winning range, not only as a stylish aperitif, but also as the perfect choice with food.
“We’re very excited too about working with so many outstanding chefs and sommeliers: star names and emerging talent who make up the fabric of all that’s exceptional in food and drink, in London, the UK – and further afield.”
Rupert Millar, 31.08.2010