G. H. Mumm has unveiled its new Mumm Grand Cordon bottle design in Japan alongside Usain Bolt, the brand’s chief entertainment officer.
The Jamaican sprinter made an appearance in Tokyo to showcase the bottle design that is said to ‘boldly break with convention’.
G. H. Mumm said that in his role Bolt is inspiring the world with his positive mindset by creating daring celebrations with a distinctive Mumm feel.
He takes centre stage in a new video, in which the athlete radiates a winning attitude before running a race and exposing his personal philosophy: “Don’t win to celebrate, celebrate to win.”
G. H. Mumm is part of Martell Mumm Perrier-Jouët, the cognac and champagne business of Pernod Ricard.
In 2015 G. H. Mumm developed a bottle embedded with a radio-frequency identification chip that allows clubs and bars to know when the consumer has opened it, designed to ‘enhance the celebration experience’.
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