Getting To The Point: Champagne And The Art Of Fencing – Forbes

Olympic fencing gold medalist Miles Chamley-Watson is G.H. Mumm's most recent celebrity endorser

G.H. Mumm & Cie., the venerable Champagne producer, has announced a new partnership with American world-class fencer, world champion and Olympic medalist Miles Chamley-Watson. The company, which is headquartered in Reims, in the heart of the Champagne district, is the fourth best-selling Champagne brand in the world, with annual sales of approximately eight million bottles. Its owned by French wine and spirits conglomerate Pernod-Ricard.

Mumm has a long history with celebrity endorsers. From 2000 to 2015, it was an official sponsor of Formula 1 racing. Its distinctive red stripe was showcased on the podium and its Champagne was used to celebrate the winner after each race. They are now the official sponsor of Formula E, a motorsport championship series that only uses electric cars.

Champagne and the art of fencing

The company has also been closely associated with international horse racing. It is the official champagne of the Kentucky Derby, Australias Melbourne Cup and South Africas The Sun Met. Since 2016, the brand has also been closely associated with eight-time Olympic gold medalist sprinter Usain Bolt. He has been featured in a multi-media promotional campaign as the companys CEO or Chief Entertainment Officer.

Its latest celebrity spokesperson, Chamley-Watson joins the G.H. Mumm family, sharing a mission to challenge convention and perceptions of what is considered 'the norm' in traditional fields.

Tina Reejsinghani, G.H. Mumm U.S. Director, noted that Mumm is

Proud to partner with Miles Chamley-Watson, who is a groundbreaking force in fencing and fashion. Miles exudes the values of our brand, driving progress in his field with style. He will be a key ambassador and partner of the brand. His bold and daring attitude is a natural fit to the G.H. Mumm style and heritage.

Chamley-Watson is not a typical fencer. Hes brought a dynamic, unconventional style to the sport. His trademark move The Chamley-Watson whipping his foil around the back of his head to score a point on the opponent, is making waves within the sport. Already in his career, he has modernized fencing and redefined people's expectations around the sport.

According to Chamley-Watson:

I live my life by the motto create a legacy not a moment, which is exactly what G.H. Mumm is doing in the Champagne space. Nothing great ever comes from abiding to the status quo, and Im excited to continue my legacy through this partnership with G.H. Mumm.

Champagne houses are typically conservative and tradition bound, but Chamley-Watson believes that G.H. Mumm is anything but traditional.

They're all about changing the game and doing things differently in their field, which I love.

Champagne and its marketing are usually associated with luxury brands. Fencing isnt usually thought of as a luxury item the way car racing or equestrian events are associated with luxury lifestyles, but Chamley-Watson believes that associating fencing with an upscale luxury item like champagne will help fencing expand its audience.

I think my fans and fans of the sport of fencing will definitely be excited by the association. I genuinely believe in the importance of breaking with tradition and making your own statement so I think G.H. Mumm will translate to the audience who enjoy the sport especially because of the versatility of the champagne you can drink it however you want. Who wouldn't be into that?

A bottle of G.H. Mumm Champagne

As the Olympian has paved the way and changed the face of fencing, so too, in parallel, has G.H. Mumm reinvented what it means to be an international Champagne house with a rich heritage, by modernizing the category to the new age. The brand prides itself on their legendary liquid and iconic heritage among Champagnes, yet insists on pushing boundaries and driving innovation. From the groundbreaking redesign of the Grand Cordon bottle, with a label-less bottle and sleek iconic Cordon Rouge indent, to its modernization of Champagne glassware and consumption, G.H. Mumm is consistently driving progress in its category.

Today, G.H. Mumm and Miles invite consumers to challenge convention and feel empowered to break with tradition, starting with the introduction of G.H. Mumm's newest disruptive innovation The Cloupe. The Cloupe is an innovative hybrid between a flute and coupe glass, drawing from the Maison's rich, disruptive history. Emblazoned with the iconic, indented red sash, this innovative glassware aims to modernize and enhance the Champagne drinking experience with the legendary liquid of G.H. Mumm.

To find out more about the partnership between G.H. Mumm and Miles Chamley-Watson, follow @ghmumm_us on Instagram.

Cheers

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Getting To The Point: Champagne And The Art Of Fencing - Forbes