Mumm unveils Grand Cordon bottle in HK

To mark the culmination of the Hong Kong E Prix, Maison Mumm has launched its ‘innovative’ Grand Cordon bottle in Asia which has the iconic red sash indented directly onto the glass.

In time-honoured fashion, the winner of this year’s Formula E, Sebastien Buemi, took to the podium and lavishly soaked bystanders with Mumm champagne which was then followed by an after party at Hong Kong’s Dragon-I nightclub.

As the official Champagne sponsor, Maison Mumm chose to launch its new Grand Cordon bottle to the Asia market which also marks the 140^th anniversary of Mumm’s distinctive red sash emblem which features on Mumm’s cuvees.

Designed by Royal College of Arts graduate, Ross Lovegrove, the latest Grand Cordon bottle unusually has no front label with the red sash embossed on the glass instead, along with the G.H. Mumm signature and eagle icon.

This year’s Formula E 2km route was in Hong Kong’s famous Central Harbourfront, circuit, 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.

Mumm’s global brand director, Louis De Fautereau said: “Hong Kong’s Formula E race is the perfect celebratory moment to unveil our new Mumm Grand Cordon bottle to Asia – Mumm is an icon of victory with a long history of celebration.”

Former athlete and now Hong Kong celebrity, Alex Fong, holds up a magnum of the newly unveiled Mumm Grand Cordon bottle