Through a renewed partnership, champagne brand G.H. Mumm will be the official champagne partner of the Victoria Racing Club (VRC) and the Melbourne Cup Carnival for the next three years.
Running until mid-2028, the renewed agreement will mark a total of 18 years of collaboration between VRC and G.H. Mumm. As part of the expansion, G.H. Mumm will showcase marquees in the Birdcage Enclosure and receive naming rights to a key race during the Melbourne Cup Carnival.
The collaborative endeavour between G.H. Mumm and the VRC was first highlighted in 2018, when they built a custom-designed bar in the Club Stand—an official Mumm bar outside of its home in Reims.
The 2024 Melbourne Cup Carnival reinforced the strength of the partnership, with more than 12,800 bottles of champagne poured for racegoers.
“G.H. Mumm has become synonymous with celebration at Flemington. For 15 years, their presence has elevated the Melbourne Cup Carnival, and we’re excited to continue raising a glass together through to 2028,” said VRC CEO Kylie Rogers.
“This partnership is about more than Champagne – it’s about bringing people together, creating unforgettable moments, and setting the tone for celebration at one of Australia’s most prestigious sporting and social events.”
The 2025 Melbourne Cup Carnival begins with Victoria Derby Day on 1 November, followed by Lexus Melbourne Cup Day on 4 November, Crown Oaks Day on 6 November, and TAB Champions Day on 8 November.
“G.H. Mumm is renowned for pushing the boundaries with world-first moments and adventures, including becoming the first Champagne in space; joining pioneering Antarctic expeditions; and even launching the highest Champagne dinner party,” said Pacific marketing director at Pernod Ricard, Kristy Rutherford.
“It is this spirit that places G.H. Mumm as an iconic Champagne at the heart of modern culture, and each year we are proud to bring that to the Melbourne Cup Carnival as the official Champagne partner.”