Sunday 3rd of July 2016 saw the season finale of the all-electric racing series, FIA Formula E, at Battersea Park in London. The championship went down to a nail-biting finish with Swiss driver, Sebastien Buemi (from the Renault eDams team), secured the Championship over title rival Lucas di Grassi in a daring showdown determined by setting the fastest lap time in a very chaotic race.
Also celebrating over the weekend was Maison Mumm, the official Champagne partner of the FIA Formula E Championship, as they unveiled the “Mumm Grand Cordon” – a revolutionary new champagne bottle with a reinterpretation of the famous Cordon Rouge red sash.
The partnership is a perfect match for Mumm which has always pushed boundaries in life and sport. In a recent article published in The Times newspaper supplement Raconteur, the global marketing director of Martell Mumm Perrier-Jouët Charles-Armand de Belenet, explains that: “Our heritage is a symbol of victory. It’s what we are known for and why you’ll see Mumm in the hands of winners at sporting events globally. We saw in Formula E the same passion for innovation and excellence that we see in ourselves. It is a perfect partnership.”
Speaking after the podium celebration for Race 1 at London ePrix, Carl Gurdjian, G.H.Mumm Champagne Brand Ambassador said: “Mumm has always been focused on innovation, being an icon of victory in its quest to support daring achievers. The brand was involved in Formula 1 for 15 years, and is involved in horse racing, sailing and now Formula E in a 3-year partnershipand we look forward to building a stronger relationship with the innovative racing series.”
Gurdjian also underlined the role Mumm plays in victory celebrations such as Formula E’s which has drivers flanked by fans on their approach to the podium, champagne spraying and confetti cannons – staying true to the Mumm motto “Dare. Win. Celebrate”.
Photos by @GHMumm, @carl_phg and @renaulteDams; Additional text from “Winning Taste of Victory” – Raconteur http://raconteur.net/lifestyle/winning-taste-of-victory