Artists impression of the Mumm Champagne Bar.

Artists impression of the Mumm Champagne Bar. Credit: Bates Smart

Maison Mumm to unveil global flagship champagne bar at Flemington

The Victoria Racing Club (VRC) and Maison Mumm are delighted to announce the first global flagship Mumm Champagne Bar will open in the brand new $128 million Club Stand at Flemington this spring.

The announcement comes as Mumm extends 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 2023.

The strong partnership began in 2010 and has seen Mumm grow to become Australia’s number one selling champagne.

VRC Chairman Amanda Elliott said the Club was thrilled to extend and elevate its relationship with Maison Mumm.

“The Mumm Champagne Bar is a celebration of our significant partnership with Maison Mumm, which has enjoyed enormous growth since signing on with the Club eight years ago,” Mrs Elliott said.

“The VRC’s Melbourne Cup Carnival is renowned for celebration and is synonymous with champagne. It is Australia’s biggest champagne moment right here in Melbourne.

“We are exceptionally proud that our partnership with Mumm has paved the way for them to become one of Australia’s leading champagnes, and this bar and their extended presence on course is a mark of that growth and success.”

Pernod Ricard Pacific Managing Director Bryan Fry said the elegant bar in The Club Stand would be a celebration of champagne and racing.
“It is a milestone for us to unveil Mumm’s first flagship brand home globally,” Mr Fry said.

“Mumm, the VRC and Flemington have a strong association with celebrations, international events and sophistication, and the new Mumm Champagne Bar at Flemington will be a discerning, distinctive and stylish celebration of that friendship.

“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 the VRC.”
The sleek interiors of the Mumm Champagne Bar at Flemington have been co-designed by the Maison Mumm style team and leading architects Bates Smart and will convey Maison Mumm’s wine credentials in an opulent, luxurious setting.

Inspired by the iconic Mumm champagne bottle, a signature Mumm red ribbon will weave its way across the space, which will include sculptural bars, lounge pavilion, betting pavilion and dining. The bar, which spans half of the first floor of The Club Stand, will also feature an outdoor terrace for an alfresco party experience.

Mumm will continue to host its extravagant marquee in the exclusive Birdcage enclosure on each day of the Melbourne Cup Carnival.

Also, in a new, extended deal, Mumm’s parent company Pernod Ricard Australia will continue as the official spirits partner of the Melbourne Cup Carnival and Flemington to 2020.