Mumm races into HK with Formula E

Having become the official Champagne partner of Formula E, GH Mumm is to host a series of race-themed events in the lead up to Hong Kong’s first ePrix in October.

Kicking off a plethora of Champagne soaked events, GH Mumm will host a series of weekend brunches in some of Hong Kong’s best-loved restaurants, hotels and bars, including The Conrad, Aberdeen Street Social, Zuma and the Envoy which will culminate in the unveiling of the new release Mumm Grand Cordon bottle in Hong Kong’s upscale late night haunt, Dragon-i on 9 October.

Brunchers can also win two grand stand tickets to the 2016 FIA Formula E HKT Hong Kong ePrix valued at HK$4,760 (£460) and an invite to Dragon-i by Instagramming event photos tagged with #RaceToCelebrate and @GhMummHK.

There’s also promotions on glasses and bottles of GH Mumm across Hong Kong’s party districts of Lan Kwai Fong and Wyndham Street for four weekends starting from 30 September.

Commenting on the partnership, Formula E CEO, Alejandro Agag said: “We are delighted that a company with such a rich heritage as Maison Mumm has increased its involvement with the series and become an official partner. As well as ensuring that our VIP guests have a genuinely first-class experience, this partnership will perfectly complement our new podium ceremony and ensure that we create truly memorable Champagne moments at every race.”

The collaboration between Formula E and GH Mumm was announced in October 2015 and follows the termination of the contract between Formula 1 and GH Mumm in a statement issued by Mumm’s brand owner, Pernod Ricard in July 2015.

The Hong Kong Formula E Championship takes place next month from 8-9 October with the circuit following a two-kilometre track located in the Central Harbourfront area, passing landmarks such as the Central Star Ferry Pier and City Hall, with Victoria Harbour on one side and the Central and Mid-Levels skyline on the other.