Champagne Mumm goes gastro

UK: Champagne GH Mumm has launched a campaign to reinforce its links with food. The Pernod Ricard brand is to partner selected restaurants as part of a UK-wide marketing campaign to celebrate its traditional links with gastronomy.

Marketing initiatives include activity and sponsorship at events like The London Restaurant Festival, The Academy of Culinary Arts and The World’s 50 Best Restaurants.

The brand is also exploiting its association with adventure and is to host “one of the most extreme gastronomic experiences ever witnessed”.

Among the Khongoryn singing sand dunes of the Gobi Desert, Mongolia, explorer Mike Horn is to meet Michelin-starred French chef Alain Passard. Together they will set up camp to celebrate Horn’s crossing of the desert with a “sublime gourmet extravaganza” paired with Mumm Champagne.

This is the fourth “extreme dinner” Mike Horn has enjoyed.  In previous years he has dined on an ice floe in Greenland, on a sandbank on the Great Barrier Reef, and inside a volcano. The dinners pay homage to explorer Captain Charcot whom the House of Mumm sponsored a century ago. Charcot famously celebrated with a meal and a bottle of Mumm Cordon Rouge when he landed in Antarctica in 1904.

Didier Mariotti, cellar master at Champagne GH Mumm said: "Fundamentally, champagne is a fine wine and can be used to enhance and complement a wide range of dishes. And due to its structure, GH Mumm is one of the best examples of this.”