GH Mumm develops intelligent bottle that triggers celebrations when opened

Champagne producer GH Mumm has developed a new bottle embedded with a radio-frequency identification chip that allows clubs and bars to know when the consumer has opened it.

Described as the world’s only champagne bottle with digital intelligence, the new No. 1 Connected Bottle uses a sensor in the cork to send a signal to the bar when it has been released. This signal is linked to a receiver in the venue’s audio and visual system, triggering a personalised, interactive sound and visual experience that allows the bar or club to put the drinker’s table in the spotlight. The whole concept is “designed to enhance the celebration experience”, GH Mumm said.

GH Mumm has claimed that the packaging technology has the potential to ensure that “your celebration goes beyond the expected”. It was launched at a private event in Monaco, where British singer, DJ and music producer Mark Ronson opened the first ever No. 1 Connected Bottle.

The champagne house unveiled the innovation in a new video.

The product is similar to Diageo’s smart bottle for its Johnnie Walker Blue Label line of Scotch whisky, which use printed sensor tags to detect both the sealed and opened state of each bottle. The technology allows Diageo to target its customers with timely marketing messages and promotions.

GH Mumm CEO and chairman Philippe Guettat said: “The launch of this ground-breaking initiative with Mark Ronson propels Mumm’s on-going mission to be an icon of victory, to bring innovative firsts to the world, and ultimately to create truly thrilling experiences that enhance the moment of the champagne celebration.”

And Ronson added: “Launching the world’s first connected champagne bottle with Mumm and handing the Jeroboam to Nico Rosberg at the Monaco Grand Prix was an incredible experience, and one I feel very privileged to have been a part of. Mumm’s ambition to bring innovative firsts to the world is extremely inspiring and when I popped the cork of the Magnum of Mumm it was an unforgettable moment of celebration.”