Big plans for Pernod Ricard's Birdcage marquee
The rumour mill has gone into overdrive with theories about how Mumm will top last year's $2million yacht in the Birdcage at the 2018 Melbourne Cup.
Internally, Pernod Ricard has even codenamed the covert operation "Project Dave" to throw corporate spies off the scent.
"In the end, the Melbourne Cup is about making a bit of a statement," Pernod Ricard Australia MD Bryan Fry told the Australian Financial Review while sitting aboard last year's jaw-dropper. "We like to surprise and delight.
"The biggest sporting event in the world is the Super Bowl but you pretty much go there for two or three hours at the start and people go home. This thing goes every day for four days, the average spend is $500 in terms of clothes, hair, socks, so it's the perfect place for champagne."
He also confessed: "We submit three themes to our guys in Paris HQ each year. They decide what to go with – and if the VRC [Victorian Racing Club] doesn't freak out when they see the plans, the next step is to render and build it."
The Daily Telegraph has reported that Kourtney Kardashian's former partner Scott Disick is rumoured to be jetting to Australia by Maison Mumm.
Meanwhile, there are murmurs that last year's celebrity guest Usain Bolt may take Mumm's new zero-gravity Champagne for a test-run at Flemington.
Last month, Bolt sipped Mumm while floating on his back in near zero-gravity conditions in an aircraft while he debuted a new Champagne bottle that will allow astronauts to sip bubbly in space.
Wouldn't that be out of this world?
But Fry is tight-lipped. All he will say is that: "When it comes to competing for the person in the store we are very competitive."
And he feels the Spring Racing Carnival is the perfect event to continue Mumm's reign as Australia's biggest-selling Champagne.
Eight years ago, barely one bottle in every 20 sold in Australia came from Mumm, now it has a 27% share of the market. It now accounts for 30% of Pernod Ricard's regional sales.
Pernod Ricard is poised to open its global flagship Mumm Champagne Bar in the Victorian Racing Club's new $128 million members stand this week.
Drinks Trade September/October talked to Pernod Ricard's Valeria Catterini about the company's involvement with ‘the race that stops the nation’.
There is a secret rivalry as to which brand can pull off the most exciting, daring and eye-popping marquee populated with the most famous A-listers with the world’s coolest DJ on the decks.
Valeria Catterini, marketing manager for Champagne & Luxury at Pernod Ricard Australia said: “Mumm is an icon of victory and synonymous around the globe with celebration and prestige – not just through our sponsorship of the Melbourne Cup Carnival, but sporting events around the world including the Kentucky Derby, Formula E, and the appointment of sporting superstar Usain Bolt as our CEO - Chief Entertainment Officer. Our racing sponsorship allows us to demonstrate our brand values of ‘celebrate, dare, win’ on a national scale.”
The Melbourne Cup Carnival complements Mumm’s brand position and provides the Mumm team with a unique opportunity to demonstrate how the brand can be brought to life.
“Not only does the Melbourne Cup sponsorship generate massive publicity on a national scale, driving brand awareness, but it provides engaging content that we can leverage far beyond the race week.
“We believe the marquee is an integral part of our sponsorship, enabling us to bring the brand to life and provide unique experiences for our guests,” explains Valeria. “Social media is a crucial part of our Melbourne Cup Carnival campaign. While we host hundreds of guests in our marquee during the week of Carnival, creating engaging content that we can amplify on social media ensures that hundreds of thousands of Australians share these moments of excitement.”