Country for PR: United Kingdom
Contributor: PR Newswire Europe
Monday, July 17 2017 - 22:43
For Maison Mumm and its new CEO Usain Bolt, the New York ePrix was an Opportunity to Dare, Win and Celebrate!
NEW YORK, July 17, 2017 /PRNewswire-AsiaNet/ --

    As the official partner of motor-racing's exciting new Formula E circuit, 
Maison Mumm brought its signature Dare Win Celebrate spirit to New York City 
last weekend, for the ninth and tenth races in this year's ePrix calendar. 
Mumm's participation was energized by the virtual presence of its new CEO 
(Chief Entertainment Officer), Usain Bolt. The fastest man in the world paid 
tribute to the future of motor racing in two daring installations, cementing 
Mumm's reputation as an innovative icon of victory.

    To view the Multimedia News Release, please click:


    On Friday night, Maison Mumm treated guests at Brooklyn Harbor to a 
thrilling encounter between two modern-day icons of speed: Formula E racing and 
Usain Bolt. Mumm's new CEO was the star of a daring new movie, which wowed 
partygoers when it was projected onto the facade of a building overlooking the 
racetrack. In the stunning video animation, Usain gets some help from a Formula 
E car when he takes up the Mumm challenge: catching a flying champagne cork 
before it hits the ground. In the ensuing high-speed race, Usain embodies the 
Maison's key values: daring, excellence and the thirst for victory.


    As the icon of victory, Mumm was a proud presence on the winners' podium in 
New York, where Sam Bird , Felix Rosenqvist and Nick Heidfeld toasted their 
victories by spraying jeroboams of the Maison's legendary Mumm Grand Cordon 
cuvee. Its distinctive bottles feature a revolutionary design by the visionary 
Welsh designer Ross Lovegrove, with no front label and the signature red sash 
indented directly into the glass. With its exuberant bubbles, brilliant gold 
color and the power of Pinot Noir, Mumm Grand Cordon is an edgy and 
up-to-the-minute accompaniment for all life's triumphs.


    The New York ePrix was also an opportunity for Mumm to push back the 
boundaries of celebration, with a series of events that lent a high-energy and 
innovative touch to the festivities. At the racetrack throughout the weekend, 
visitors could enter the Holobox: a black cube where they could have their 
photos taken sharing the party vibe with a lifelike hologram of Mumm's Chief 
Entertainment Officer Usain Bolt. Usain was also a virtual presence at the 
after-race celebration, where his hologram got the crowd on their feet with a 
virtual mixing display! The party continued in a club located in Manhattan for 
the official Formula E after party, where Formula E drivers and Mumm guests 
danced the night away.

    Throughout the ePrix weekend, the Maison went one step beyond traditional 
victory celebrations to bring new entertainment and excitement to Formula E. 
With their daring contributions in New York, Mumm and Usain paid tribute to the 
cutting-edge world of Formula E - the race of the future - and put Mumm on the 
podium of champagne innovation.   

                                  PLEASE DRINK RESPONSIBLY.

    Are you fast enough to catch Mumm’s flying cork? Witness Usain Bolt 
accepting the Mumm Challenge here.[ ]

Source: Maison Mumm