The G.H. Mumm Cordon Rouge shows off a new look

Maison Mumm is feeling fancy with a splashing new design of its best-selling champagne, the G.H. Mumm Cordon Rouge. Is there really a better way to unveil a new face than with a party? The Maison has the answer, and that’s with a series of parties.

G.H. Mumm is no stranger to the spotlight, having been the official champagne for Formula One for 15 years. So that’s where you might recognise it from (if you haven’t already sipped this bubbly); immortalised on the winner’s podium, and now famously around the arm of Usain Bolt as the brand’s CEO — Chief Entertainment Officer, that is.

Parisian design studio Yorgo & Co are behind the redesign as they bring the Maison’s founding year of 1827 forward to meet the modern day. The front label, now transparent and emblazoned with Mumm’s iconic red sash, are two aspects of the new design that stand out beautifully and create a distinct new aesthetic for the brand.

“The stunning new Cordon Rouge bottle offers a visual reflection of the unique characteristics of Mumm’s champagnes: a blend of energy and intensity, with an enticing hint of freshness. What better way to memorialise this touchstone than to host a series of dazzling parties that challenge preconceived notions of how champagnes should be served and enjoyed,” said Sebastien Mouquet, Managing Director of Pernod Ricard Malaysia.

Thirsty for a champagne fix? You’ll find it at W Kuala Lumpur‘s Wet and Splash sessions. The Mumm Serving Squad has no plans to come quietly into the night as they’ve for a champagne ritual all ready. Think dazzling displays with sparkles and flares, topped up a few more surprises you’ll need to uncover for yourself.