Maison Mumm is proud to announce the official launch in the US of Mumm Grand Cordon, its revolutionary new champagne bottle. True to its motto - "Dare. Win. Celebrate." - the pioneering Champagne House staged its most daring champagne delivery ever, with the new bottle arriving in Manhattan in spectacular style…
BREATHTAKING
Maison Mumm officially unveiled its revolutionary bottle Mumm Grand Cordon at Lightbox, the premier creative tech space in New York . The new bottle was presented in a breathtaking sequence that segued from a digital film to real life, and featured the noted actor Kellan Lutz and Mumm Cellar Master Didier Mariotti. Maison Mumm offered an immersive experience to the public who lived almost in real time Kellan Lutz racing against the clock to deliver the bottle to the celebration venue. In the final sequence of the film, attendees saw Kellan Lutz on a motorcycle arriving at the venue, which also coincides with his grand entrance with the bottle on a motorcycle in real life to the party for one of the most daring deliveries of a champagne bottle ever.
CUTTING-EDGE
The Daring Delivery was shot using cutting-edge techniques - in particular first-person POV - to create an immersive experience that engrosses the audience in the action from the beginning. Viewers are transported through both Kellan and Didier's journeys, actually feeling what it is like to be Didier Mariotti as he makes a daredevil skydive - a world first for a champagne cellar master! -, or Kellan Lutz as he races through the streets of Manhattan on a motorcycle.
"I consider myself a very daring person - I regularly rock climb and ride motorcycles - so when Mumm asked me to take part in the most daring champagne delivery I was up for the challenge!" said Kellan Lutz . "I tend to seek out projects that challenge me to push my boundaries so the Daring Delivery project opened me up to new experiences I have not done before, like parkouring across Brooklyn rooftops and driving a speedboat through the New York harbor."
CELEBRATION
To celebrate this spectacular delivery moment at the celebration, the House gathered more than 120 VIPs, including supermodel Chanel Iman , DJ/model Alexandria Richards , DJ Chelsea Leyland and various other New York athletes and celebrities. Maison Mumm once again enhanced the delivery moment as staff pretended that the champagne was not available until Kellan Lutz arrived at the event with the new bottle in hand. The evening was an example of Maison Mumm's on-going commitment to unexpected and high-energy moments with the exclusive participation of DJ Chelsea Leyland and the reveal of the most disruptive bottle in the history of champagne.
The "Daring Delivery" starring Kellan Lutz is now available on YouTube
, where audiences will be invited to re-live the daring delivery for themselves.
REVOLUTIONARY
Mumm Grand Cordon is the most innovative design in the 189-year history of Maison Mumm .
Breaking with convention, the bottle has no front label - instead, the G.H. Mumm signature and eagle emblem are printed in gold directly on the glass. Another striking feature of the design is its shape, which necessitated a whole series of innovations to the traditional champagne production process.
Perhaps the most eye-catching feature of the Mumm Grand Cordon bottle is its reinterpretation of the famous Cordon Rouge red sash, which is celebrating its 140 th anniversary this year. On Mumm Grand Cordon, the red sash is transformed into a genuine red ribbon, which - in a feat of technology - is actually indented in the glass.
The bottle of Mumm Grand Cordon was created by multi-award-winning designer Ross Lovegrove , with whom Maison Mumm previously collaborated on a limited-edition sabre.
PIONEERING
With the launch of its daring new bottle, Maison Mumm is setting out to reclaim its US leadership position of the 1980s. The House was a pioneer of champagne in North America , with its first shipment dating back to 1830, just three years after it was founded. In 1881, the Cordon Rouge label - with its diagonal red sash - was registered in New York , while in 1900, the House launched its famous advertising slogan "Mumm's the Word". So successful was it, that by 1913, Mumm was selling an impressive one million bottles of champagne in the US.
瑪姆香檳(Maison Mumm)驕傲地宣布在美國正式推出其革命性的新香檳酒瓶Mumm Grand Cordon。這家開創性的香檳酒莊(Champagne House)秉承箴言「勇敢、勝利、慶祝」(Dare. Win. Celebrate.)，呈現了其史上最為驚險刺激的香檳送達方式，新酒瓶將以極為壯觀的形式到達曼哈頓。
驚險
瑪姆香檳在紐約首屈一指的創意技術空間Lightbox正式推出其創新型酒瓶Mumm Grand Cordon。這款新酒瓶在十分令人驚訝的系列活動中呈現，從數字電影直接無縫接入現實，廣告影片由知名演員凱南-魯茲( Kellan Lutz )和瑪姆釀酒大師迪迪埃-馬裡奧蒂( Didier Mariotti )出演。瑪姆香檳為公眾提供了身臨其境的體驗，使人們仿佛身處凱南-魯茲的環境，爭分奪秒地為慶典會場直送酒瓶。影片的最後一幕，觀眾看到凱南-魯茲騎著摩託車到達會場，與此同時他在現實中同樣騎著摩託車，託著酒瓶隆重進入聚會現場，這絕對是史上風格最大膽的香檳酒瓶送達過程。
技術最前沿
短片「Daring Delivery」採用頂級技術拍攝，特別採用第一人稱視角，創造了一種身臨其境的體驗，從一開始便牢牢抓住觀眾的注意力。觀看者仿佛親身經歷凱南和迪迪埃的旅途，真實感覺到迪迪埃-馬裡奧蒂跳傘（這對香檳釀酒大師來說是全球首次）時/凱南-魯茲騎著摩託穿越曼哈頓街道時的感受。
凱南-魯茲表示：「我膽子很大，經常去攀巖和騎摩託車，所以當瑪姆邀請我參加此次最大膽的香檳酒交付影片拍攝時，我馬上答應，準備迎接挑戰。我希望尋找能夠挑戰極限的項目，此次Daring Delivery項目為我帶來了從未有過的新體驗，如沿著布魯克林屋頂跑酷以及駕駛快艇穿越紐約港。」
慶典
為慶祝這個場面盛大的交付時刻，酒莊聚集了120多位貴賓，包括超模夏奈爾-伊曼( Chanel Iman )、DJ/模特亞歷山德裡亞-理查茲( Alexandria Richards )、DJ切爾西-利蘭( Chelsea Leyland )與其他紐約運動員和名人。瑪姆香檳員工假裝香檳沒到，直到凱南-魯茲手捧酒瓶出現在現場，讓交付時刻更添驚喜色彩，晚上DJ切爾西-利蘭的獨家參與以及香檳史上最具顛覆性酒瓶的展現則體現了瑪姆香檳對此次出乎意料的卓越時刻的持續承諾。
凱南-魯茲主演的「Daring Delivery」現已在 YouTube 推出，觀眾將受邀重新體驗此次驚險的送達之旅。
創新
Mumm Grand Cordon是擁有189年悠久歷史的瑪姆香檳最具創新精神的設計。
打破傳統，酒瓶沒有正面標籤，而是將G.H. Mumm標誌和鷹型徽章用金色直接印在玻璃上。其設計的另一個顯著特點是形狀，這需要對傳統的香檳生產過程進行整個一系列創新。
也許Mumm Grand Cordon酒瓶最吸人眼球的特色正是其對著名的Cordon Rouge紅帶（今年正值推出140周年）的重新詮釋。在Mumm Grand Cordon上，紅帶變成了真正的紅緞帶，有一端真正地與玻璃酒瓶「融為一體」，這絕對是一項技術壯舉。
Mumm Grand Cordon酒瓶由多次獲獎的設計師洛斯-拉古路夫( Ross Lovegrove )打造，瑪姆香檳之前曾與他合作打造了一款限量版香檳刀。
開創性
通過推出風格大膽的新酒瓶，瑪姆香檳準備重新恢復其20世紀80年代在美國的領導地位。該酒莊是北美香檳的開創者，首次香檳供應可追溯至1830年，即酒莊創立的三年後。1881年，Cordon Rouge商標（以飄動的紅緞帶為標誌）在紐約註冊，而在1900年，酒莊推出了其著名的廣告語「Mumm's the Word」。瑪姆大獲成功，1913年其在美國的香檳銷量已經不可思議地突破了100萬瓶。