Country for PR: United Kingdom
Contributor: PR Newswire Europe
Saturday, September 26 2020 - 04:47
TASTE ENCOUNTERS WITH MUMM: Laurent Fresnet brings his avant-garde vision to reinvent the Mumm champagne tasting experience
PARIS, Sept. 25, 2020 /PRNewswire-AsiaNet/--

On the 24th of September, Laurent Fresnet, Maison Mumm Cellar Master, 
orchestrated in Reims, France, a groundbreaking tasting experience featuring 
some of its most emblematic cuvees. This innovative concept, melding 
neuroscience and design, established a new way to taste and appreciate both the 
aromatic complexities of Maison Mumm's champagnes and the multifaceted 
qualities of Pinot Noir, which has been the House's signature grape since 1827.

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Maison Mumm: a constant quest for the Nec Plus Ultra 

Maison Mumm's story, which stretches back nearly 200 years, features an ethos 
of continual innovation in the making of champagne. This avant-garde vision is 
rooted in an uncompromising relationship with quality, summarized by founder 
Georges Hermann Mumm's motto: "Only the Best". 

Maison Mumm's resolutely forward-looking spirit continues to explore new 
methods with which to reveal the essence of Pinot Noir, whose powerful, rich 
and elegant fruit endow the House's cuvees with structure, complexity and a 
vibrant freshness. 

Cellar Master Laurent Fresnet, the official custodian of Maison Mumm's 200-year 
legacy of savoir-faire, takes advantage of this inherited wealth of expertise 
to fully develop the flavors of Pinot Noir.

Laurent Fresnet perpetuates Maison Mumm's tradition of innovation 

A native of Champagne, Laurent Fresnet has a profound personal attachment to 
the Montagne de Reims, having grown up the Grand Cru village of Sillery, in a 
wine growing family that has been making 100% Grand Cru champagnes for five 

Fresnet, who joined Maison Mumm as its new Cellar Master in January 2020, was 
particularly drawn to the wealth of its terroir. "Mumm boasts some of the most 
exceptional vineyards in Champagne," he declares. "This terroir has everything 
one could wish for in creating the most exquisite cuvees."

His commitment to innovation took hold during his studies, first at a renowned 
research centre in Avize, and then later at the University of Reims, where he 
majored in oenology, biology and biochemistry. 

Laurent Fresnet's vision of champagne is of a wine that is both alive and 
constantly evolving. With his insatiable energy and curiosity, he looks towards 
the future with the same avant-garde spirit that has inspired Maison Mumm since 
its very begninnings. 

A creative encounter between cellar master, neuroscientist and designer

Laurent Fresnet has set a new challenge: to enrich the experience of tasting 
Mumm wines by revealing the full spectrum of their aromas. He has conceived 
this new approach by bringing together Gabriel Lepousez, a neuroscientist who 
has devoted 15 years to the study of how wine is tasted and perceived, and the 
designer Octave de Gaulle, who resolved the technical feat of Mumm's Grand 
Cordon Stellar bottle—the first champagne that can be savored in space. 

Fresnet began by describing each cuvee to Lepousez: its primary characteristics 
and its subtler, sometimes overlooked nuances. The cellar master's ambition was 
to allow for a finer, more discerning reading of each wine and its more 
delicate aromas. Lepousez drew on his own research, applying neuroscience to 
the appreciation of wine. In the course of a tasting, the brain receives a 
multitude of signals triggered by the senses, the most important of which are 
sight and touch. These signals have an impact on our sense of taste and as a 
consequence, our appreciation of a wine. 

When one or more traditional sensory cues are altered, our automatic habits are 
challenged, leading to a more spontaneous tasting experience. More aromas and 
flavors to come to the fore, opening up new perspectives that go beyond the 
wine's intrinsic qualities. 

Laurent Fresnet introduces newly conceived tools for experiencing Mumm 

Laurent Fresnet commissioned Octave de Gaulle to conceive and interpret sight 
and touch-based cues that would put a spotlight on the different latent 
qualities identified by Fresnet in each cuvee. Two glasses were formulated. One 
glass features a smooth, glossy bowl tinted a deep saturated purple, with a 
thick, weighted stem on a smooth, wide, polished stainless steel base, making 
it significantly heavier in the hand than a traditional champagne glass. 

The second glass is frosted on the outside, giving it an icy appearance and 
grainy sensation on the lips. The fine stem has sharp edges, while the aluminum 
base, somewhat narrower than on a classic Mumm champagne glass, has a slightly 
roughened surface. The overall weight is much lighter than a standard champagne 

The Mumm style as never explored before

Laurent Fresnet invited Gabriel Lepousez, before the tastings began, to take 
guests through a simple olfactory experiment with the emblematic Mumm Grand 
Cordon cuvee, which revealed dramatic variations in our individual responses to 
smell. Research published in 2019 has revealed that these differences are 
genetic. In addition to our genes, Lepousez explained, we are also powerfully 
influenced by memory, emotional associations, and many other exterior factors 
that give us highly individualized and personal responses. 

Laurent Fresnet chose three cuvees that are particularly representative of the 

Tasted in the regular glass, Mumm Grand Cordon Rose has great freshness in the 
attack, after which it reveals its fruity nature. When tasted in the heavier, 
polished purple glass, however, it reveals an attractive depth and gourmet 
notes of red fruit (morello and amarena cherries) and Viennese pastry.

The experiment was repeated with the Mumm Brut Millesime 2013. Laurent Fresnet 
suggested tasting it first of all in the much lighter, frosted glass with it 
texture surface, which reveals a hidden freshness with delicate, lucid aromas 
that do not normally come to the fore with this cuvee. Tasted in the classic 
Mumm glass however, this mature, structured and precise vintage cuvee offers 
gourmet pastry notes. 

With the RSRV Blanc de Noirs 2009, a standard glass released all the wonderful 
qualities of a mature Pinot Noir from Verzenay: generosity, complexity and 
aromas of ripe fruit. However, when tasted in the frosted glass, this wine 
revealed great freshness with aromas of citrus and candied peach. Laurent 
Fresnet points out that this striking freshness allows one to foresee the great 
ageing potential of this exceptional wine. 

"This innovative experiment helps reveal the wealth of nuances that are hidden 
in Mumm's wines, as well as the remarkable, kaleidoscopic nature of our own, 
marvelously human responses to champagne," concludes Laurent Fresnet. 



Bastyen Vandrille 
Maison Mumm

Silene Fry
Maison Mumm


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SOURCE: Maison Mumm