G.H. Mumm
French Champagne house established in Reims in 1827 and best known internationally for its red-ribbon Cordon Rouge and Grand Cordon cuvées.
Last updated October 14, 2026
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Overview
G.H. Mumm is a French Champagne house established in Reims on March 1, 1827. Its origins lie with the Mumm family, German wine producers and merchants from the Rhine region whose earlier business, P.A. Mumm, had been associated with Peter Arnold Mumm. His sons Jacobus, Gottlieb and Philipp recognized the commercial potential of sparkling wines from Champagne and established a Reims operation with local partners G. Heuser and Friedrich Giesler. The house developed around a quality-first philosophy that was later summarized by Georges Hermann Mumm as “Only the best.” The brand’s most recognizable visual asset is the red ribbon associated with Cordon Rouge. The ribbon was inspired by the red sash of the Grand Cross of the Legion of Honour, France’s highest distinction. It became a defining part of the label and helped transform Mumm from a regional Champagne producer into an internationally recognizable luxury brand. The house has traditionally emphasized Pinot Noir, using it to give its wines structure, freshness, power and fruit intensity, while Chardonnay and Meunier contribute floral, citrus and textural elements. G.H. Mumm’s principal business is the production, maturation, blending, bottling and international marketing of Champagne wines from the Champagne appellation. The house maintains vineyards and long-standing grower relationships in high-quality crus, operates historic cellars in Reims, and presents itself as a vertically engaged producer with control extending from vineyard sourcing and pressing through cellar work and final presentation. Its official materials describe a vineyard base of approximately 218 hectares and nearly 25 kilometers of underground cellars in Reims. The brand’s product portfolio includes the core Cordon Rouge brut, the modern Grand Cordon range, rosé expressions, prestige and reserve cuvées, and selected vintage or grand-cru releases. The company experienced major structural changes during the twentieth century. The original family enterprise divided in 1852 into separate businesses associated with different branches of the Mumm family. World War I and the family’s lack of French citizenship led to the confiscation of their French properties and the family’s return to Germany. Société G. H. Mumm was re-established in Reims in 1920. The French Champagne business later passed through corporate ownership, including Seagram, before being acquired by Pernod Ricard in 2001 during the breakup of the Seagram group. Under Pernod Ricard, Mumm has remained a global Champagne brand while expanding its identity beyond traditional luxury wine marketing. The house has linked itself to victory, exploration, gastronomy, design, aviation, sailing and motorsport. It served as the official Champagne partner of Formula 1 podium celebrations from 2000 to 2015 and subsequently became associated with Formula E. It has also held or announced partnerships connected with the Kentucky Derby, the Melbourne Cup Carnival and South Africa’s Sun Met. Promotional work has included Usain Bolt, who was presented in 2016 as the brand’s “Chief Entertainment Officer,” as well as high-profile celebrations involving sailor Thomas Coville. Mumm’s cultural heritage includes the Foujita Chapel in Reims, designed and decorated by artist Léonard Foujita in collaboration with René Lalou of Mumm. The chapel was consecrated in 1966 and became a historic monument in 1992. More recently, the brand has pursued experimental projects such as Cordon Rouge Stellar, a specially engineered Champagne presentation designed for tasting in microgravity and associated with Axiom Space’s Ax-4 mission. In December 2025, Pernod Ricard announced an agreement to transfer its United States sparkling-wine activities, including Mumm Napa and Mumm Sparkling California, to Trinchero Family Wine & Spirits. The proposed transaction excluded the G.H. Mumm Champagne house and non-U.S. Mumm Champagne operations, leaving the core French brand within Pernod Ricard’s…
History
The Mumm family’s involvement in wine predates the Champagne house. In 1761, Peter Arnold Mumm operated a wine-producing and wine-trading business in Cologne under the P.A. Mumm name. The family also held vineyards in the Rhine Valley and produced its own wines. During the early nineteenth century, Peter Arnold’s sons Jacobus, Gottlieb and Philipp identified Champagne as an important emerging center for sparkling wine. They established a branch in Reims with the assistance of local representative G. Heuser and partner Friedrich Giesler. On March 1, 1827, the partners founded P. A. Mumm Giesler et Co. The new enterprise was built around an unusually strict approach to quality for its period. Rather than relying only on purchased must, the house developed direct relationships with growers and sought grapes from particularly respected vineyard locations. In the 1840s, Mumm acquired parcels in Verzenay and built a press house there. The practice of placing presses close to the vineyards helped the house control grape handling and pressing, both important factors in preserving freshness and limiting oxidation. In 1852, following the death of Gottlieb Mumm and disagreements within the family, the original business divided. One branch became G. H. Mumm & Co., named after Gottlieb’s son Georg Hermann, while another became Jules Mumm & Co., named after Jacobus’s son Julius Engelbert. Georg Hermann Mumm became the central figure in the Reims business. He expanded the house’s vineyard interests, strengthened its production infrastructure and developed an international commercial network. By around 1900, the company had branches in a range of overseas and European markets, including the United States, Russia, Canada, Brazil and Peru. The red-ribbon identity emerged during the nineteenth century. Mumm associated the ribbon with the red sash of the Grand Cross of the Legion of Honour. The Cordon Rouge designation eventually became the house’s leading commercial symbol and remains central to the brand architecture. It conveyed both French prestige and the house’s ambition to align Champagne with national ceremony, achievement and distinction. The First World War brought a severe rupture. Although the Mumm family had lived and worked in Champagne for many decades, the family members had not become French citizens. French authorities confiscated their properties during the war, and the family returned to Germany. Société G. H. Mumm was re-established in Reims in 1920. A related German sparkling-wine business was later created in Frankfurt under the G. H. von Mumm name, becoming institutionally separate from the French Champagne house. The German and French Mumm businesses subsequently followed different ownership paths and should not be treated as a single continuing operating company. The Reims house experienced another complicated period during the Second World War. Members of the Mumm family briefly resumed management during the German occupation of France, but this arrangement was reversed after liberation. During the postwar decades, the company developed its international reputation as a major Champagne exporter and continued investing in vineyards, cellars and brand communication. René Lalou became one of the important twentieth-century figures associated with the house. His tenure helped connect Mumm with modern design, gastronomy and cultural patronage. A notable cultural project was the Foujita Chapel. In 1964, René Lalou and Japanese-French artist Léonard Foujita agreed to create a chapel in the gardens associated with the Champagne house. Construction began in 1965. Foujita designed the building, metalwork, stained glass, sculptures and frescoes, drawing on Romanesque architecture and elements of Eastern artistic tradition. The chapel was consecrated on October 1, 1966, transferred to the City of Reims later that month and classified as a historic monument in 1992. Foujita also gave Mumm a fresco of the Virgin in the Vines; the rose motif from that work became associated with the house’s rosé Champagne. Ownership changed substantially toward the end of the twentieth century. The French Champagne business became part of Seagram’s beverage interests. In 2001, after Seagram was broken up and its assets were reorganized through Vivendi and subsequent transactions, Seagram sold G. H. Mumm to Pernod Ricard. Under Pernod Ricard, Mumm became part of the Martell Mumm Perrier-Jouët business and was managed as a premium international Champagne brand. The brand’s modern public identity has been shaped by associations with victory and exploration. Mumm supplied Champagne for Formula 1 podium celebrations from 2000 through 2015. It then moved its motorsport focus toward Formula E, beginning with the 2015–2016 season and adding driver partnerships with Nelson Piquet Jr and Lucas di Grassi in 2017. Mumm has also been connected with the Kentucky Derby, the Melbourne Cup Carnival and South Africa’s Sun Met. In 2016, the brand appointed Usain Bolt as its “Chief Entertainment Officer” for a multimedia campaign and participated in celebrations for sailor Thomas Coville’s solo circumnavigation achievement. Product innovation has remained part of the house’s strategy. Grand Cordon introduced a distinctive bottle in which the red ribbon is integrated into the glass rather than applied only as a surface label. From 2017 onward, Mumm worked with design and aerospace specialists on Cordon Rouge Stellar, an experimental presentation intended to make Champagne tasting possible in microgravity. The project involved SPADE founder Octave de Gaulle, France’s CNES space agency and European Space Agency astronaut Jean-François Clervoy. A prototype appeared in 2018, a second version was produced in 2022, and the project later traveled with Axiom Space’s Ax-4 mission. In April 2024, Yann Munier became Cellar Master, succeeding Laurent Fresnet. Munier brought experience from Champagne’s cooperative and grower communities and assumed responsibility for maintaining the house’s signature style through harvest decisions, wine classification and blending. In December 2025, Pernod Ricard announced a definitive agreement to sell its U.S. sparkling-wine activities, including Mumm Napa, Mumm Sparkling California and DVX, to Trinchero Family Wine & Spirits. The announced transaction excluded the G.H. Mumm Champagne brand and other international Mumm operations. The core Maison Mumm business therefore remained associated with Pernod Ricard while the U.S. non-Champagne sparkling assets were being separated.
- 2025
Cordon Rouge Stellar returns from Axiom Mission 4
[8]The experimental Champagne system completed its space mission and returned to Earth after traveling with Axiom Mission 4.
- 2025
U.S. sparkling-wine assets agreement announced
[9]Pernod Ricard announced an agreement to transfer Mumm Napa, Mumm Sparkling California and DVX to Trinchero, excluding G.H. Mumm Champagne.
- 2024
Yann Munier becomes Cellar Master
[4]Yann Munier took over the cellar-master role on April 8, 2024.
- 2018
First Cordon Rouge Stellar prototype presented
[8]Mumm presented an initial prototype for a Champagne tasting system designed to function in microgravity.
- 2016
Usain Bolt named Chief Entertainment Officer
[12]Mumm used a playful executive title for Usain Bolt in a multimedia campaign emphasizing energy, celebration and achievement.
- 2015
Grand Cordon introduced
[2]Mumm launched Grand Cordon with a redesigned bottle incorporating the red ribbon into the glass and presenting the house’s heritage through a contemporary form.
- 2015
Mumm begins Formula E partnership
[6]The house became an official Champagne partner of Formula E during the series’ 2015–2016 season.
- 2001
Pernod Ricard acquires G.H. Mumm
[3]Seagram sold the Champagne brand to Pernod Ricard during the reorganization and breakup of the Seagram group.
- 2000
Mumm begins Formula 1 podium sponsorship
[3]Mumm became the official Champagne associated with Formula 1 podium celebrations, a role it held until 2015.
- 1992
Foujita Chapel designated a historic monument
[3]The Foujita Chapel received historic-monument designation, confirming its cultural importance within Reims and the Mumm estate.
Products and positioning
Premium and luxury Champagne positioned around French heritage, Pinot Noir-led house style, celebration, victory, audacity and innovation. Mumm combines the codes of a historic Reims Champagne house with high-visibility partnerships in sport, horse racing, gastronomy, design, exploration and space technology.
Brut Champagne · 1875
Mumm Cordon Rouge Stellar
Mumm’s best-known core Champagne and the principal expression of the Cordon Rouge identity. It is associated with the house’s Pinot Noir-led style, combining freshness, structure, fruit character and a broad celebratory use case. The red ribbon is the product’s most recognizable visual cue and connects the wine to the house’s nineteenth-century reference to the Legion of Honour. An experimental Champagne system developed for tasting in microgravity. The project combined a specially adapted half-bottle with a stainless-steel enclosure and a glass-based serving concept intended to address the physical and sensory challenges of zero gravity. The blend and dosage were also adjusted to help preserve Mumm’s freshness and intensity under space conditions.
Brut Champagne · 2015
Mumm Grand Cordon Rosé
Grand Cordon is a modern reinterpretation of Mumm’s core brut Champagne. Its bottle integrates the red ribbon into the glass, turning the brand’s traditional emblem into a structural feature of the packaging. The cuvée preserves the house’s emphasis on Pinot Noir while presenting Mumm as a Champagne producer willing to apply design and packaging innovation to a heritage product. A rosé expression within the Grand Cordon family. It extends Mumm’s modern bottle design and red-ribbon codes into a pink Champagne format, intended for aperitif occasions, celebrations and food pairing. Mumm’s rosé identity is also connected with the rose motif associated with Léonard Foujita’s Virgin in the Vines artwork.
Reserve Champagne
Mumm RSRV Blanc de Blancs
A reserve-style blanc de blancs Champagne in Mumm’s higher-end RSRV range. The product emphasizes Chardonnay, terroir expression and a more cellar-focused presentation than the house’s mass-premium core cuvées. It is marketed as part of Mumm’s collection of reserve and fine-wine offerings. A reserve Champagne centered on the dark-skinned grape varieties that are important to Mumm’s house style, particularly Pinot Noir. The RSRV positioning gives the cuvée a more limited, terroir-oriented and premium role within the portfolio.
Marketing campaigns
- 2024Melbourne Cup Carnival Now Boarding
Australia
Mumm activated its long-running Melbourne Cup Carnival partnership through an aviation- and travel-inspired hospitality concept, including branded entertainment, premium cuvées and a high-visibility celebration marquee.
Outcome. The campaign maintained Mumm’s role as official Champagne partner of the Melbourne Cup Carnival and connected horse racing with luxury travel and social experience.
- 2017Formula E Driver Ambassador Program
International Formula E markets
Mumm partnered with Formula E champions Nelson Piquet Jr and Lucas di Grassi, using driver content, social media, signed bottles and event access to deepen the brand’s association with electric racing.
Outcome. The program made the Formula E partnership more personality-driven and created branded content around drivers and race weekends.
- 2016Usain Bolt Chief Entertainment Officer Campaign
International
Mumm appointed Olympic sprinter Usain Bolt as its “Chief Entertainment Officer” in a multimedia campaign built around his personality, speed, charisma and association with winning moments.
Outcome. The campaign expanded Mumm’s ambassador platform from traditional sports sponsorship into entertainment-led social and digital communication.
- 2016Sun Met Headline Partnership
South Africa
Mumm replaced J&B as headline sponsor of South Africa’s Sun Met, bringing its horse-racing and celebration positioning to a major regional event.
Outcome. The campaign added South Africa to Mumm’s international racing and luxury-hospitality network.
- 2016Thomas Coville World Record Celebration
International · France
Mumm supported celebrations for sailor Thomas Coville after his record solo circumnavigation of the world, linking the brand with endurance, exploration and exceptional individual achievement.
Outcome. The activation extended Mumm’s “icon of victory” narrative from organized sport into exploration and adventure.
- 2015Formula E Official Champagne Partnership
International Formula E markets
Mumm transferred its motorsport association to Formula E, an all-electric racing championship, presenting the partnership as a meeting point between Champagne heritage, innovation and future-facing technology.
Outcome. The partnership extended Mumm’s podium and victory platform beyond conventional Formula 1 into electric motorsport.
- 2015Kentucky Derby Official Champagne Partnership
United States
Mumm became the official Champagne of the Kentucky Derby and Churchill Downs, with branded winner’s-circle assets, hospitality and sabering rituals integrated into the race-day celebration.
Outcome. The partnership strengthened Mumm’s presence in the U.S. market and tied Cordon Rouge to horse-racing victory culture.
- 2000Formula 1 Podium Partnership
Worldwide · Europe · Asia-Pacific · North America · Middle East
Mumm became the official Champagne associated with Formula 1 podium ceremonies, supplying bottles for post-race celebrations and making the brand highly visible at one of the world’s most recognizable sporting events.
Outcome. The partnership ran through 2015 and reinforced Mumm’s long-term positioning around victory, speed and high-performance achievement.
Brand decisions
2025
Agreement to transfer Mumm Napa and U.S. sparkling-wine assetsM&ABackground
Pernod Ricard announced a portfolio-management decision concerning its U.S. sparkling-wine manufacturing and distribution activities.
Action taken
Pernod Ricard signed a definitive agreement with Trinchero Family Wine & Spirits covering Mumm Napa, Mumm Sparkling California and DVX.
Aftermath
The announced transaction was intended to transfer the U.S. non-Champagne sparkling assets while excluding the G.H. Mumm Champagne brand and other international Mumm operations. The announcement stated that closing was targeted for spring 2026, subject to customary conditions.
2024
Appointment of Yann Munier as Cellar MasterOtherBackground
Maison Mumm needed to maintain continuity in its house style while bringing in a cellar leader with strong grower, cooperative and oenological experience.
Action taken
Yann Munier became Cellar Master on April 8, 2024, succeeding Laurent Fresnet.
Aftermath
Munier assumed responsibility for harvest timing, production classification, blending and preservation of the Mumm sensory signature.
2017
Development of Cordon Rouge StellarProduct launchBackground
Mumm explored how Champagne could be consumed in microgravity, requiring changes to the bottle, serving system and sensory balance.
Action taken
The house assembled a team involving design, aerospace and scientific specialists and began developing a zero-gravity Champagne system.
Aftermath
The project produced prototypes in 2018 and 2022 and later traveled with Axiom Space’s Ax-4 mission.
2015
Introduction of the Grand Cordon bottleGeneration changeBackground
Mumm sought to modernize the presentation of a heritage Champagne brand while retaining its recognizable red-ribbon equity.
Action taken
The house launched Grand Cordon with a bottle that incorporates the red ribbon into the glass.
Aftermath
Grand Cordon became a key contemporary expression of Mumm’s packaging and innovation strategy.
2015
Shift from Formula 1 to Formula EStrategyBackground
After fifteen years of Formula 1 podium sponsorship, Mumm pursued a motorsport platform aligned with electric mobility and technological innovation.
Action taken
Mumm became an official Champagne partner of Formula E beginning with the 2015–2016 season.
Aftermath
The brand continued using motorsport victory rituals while associating itself with the future of electric racing.
2001
Sale of G.H. Mumm to Pernod RicardM&ABackground
Seagram’s beverage assets were being reorganized following the breakup and acquisition of the wider Seagram group.
Action taken
Seagram sold the G.H. Mumm Champagne brand to Pernod Ricard.
Aftermath
Mumm became part of Pernod Ricard’s premium wines and spirits portfolio and was subsequently associated with the Martell Mumm Perrier-Jouët business.
Recent events
- 2025
Pernod Ricard and Trinchero announce agreement covering Mumm Napa and U.S. sparkling wines[9]
M&A
Pernod Ricard announced a definitive agreement to transfer Mumm Sparkling California, Mumm Napa and DVX to Trinchero Family Wine & Spirits. The transaction covered U.S. sparkling-wine manufacturing and distribution activities but excluded the G.H. Mumm Champagne brand and other international Mumm sparkling-wine operations.
- 2025
Mumm Cordon Rouge Stellar completes its space mission[8]
Product launch · Other
Mumm announced the return to Earth of Cordon Rouge Stellar after its association with Axiom Mission 4. The project involved a specially designed bottle and tasting system intended to preserve Champagne’s sensory experience in microgravity.
- 2024
Yann Munier becomes Maison Mumm Cellar Master[4]
Leadership change
Maison Mumm announced Yann Munier’s appointment as Cellar Master, effective April 8, 2024. A third-generation Champagne grower with training in agronomy, agricultural engineering and oenology, Munier succeeded Laurent Fresnet.
- 2024
Mumm reports its 2024 Champagne harvest[14]
Other
The 2024 harvest began on September 7 with Pinot Noir and concluded on September 28 after moving through the Aube, Marne and Côte des Blancs. The house described the year as rainy but said late-season conditions produced grapes with strong quality and concentration.
- 2024
Mumm’s Melbourne Cup partnership continues[10]
Campaign
Mumm continued its role as official Champagne partner of the Melbourne Cup Carnival. The 2024 activation included hospitality, branded entertainment and Cordon Rouge-based celebration rituals at Flemington Racecourse.
- 2018
Mumm develops Cordon Rouge Stellar for zero-gravity tasting[8]
Product launch · Product generation
Mumm presented an early prototype of Cordon Rouge Stellar, beginning a multi-year development effort involving design, aerospace and Champagne specialists. Later prototypes were adapted for safe handling and tasting in microgravity.
- 2017
Maison Mumm launches Formula E partnership with Nelson Piquet Jr and Lucas di Grassi[6]
Campaign · Product launch
Mumm expanded its relationship with Formula E by naming Nelson Piquet Jr and Lucas di Grassi brand ambassadors for the 2017 season and linking the house to electric motorsport, podium celebrations and innovation.
- 2016
Usain Bolt appointed Maison Mumm Chief Entertainment Officer[12]
Campaign · Leadership change
Mumm announced a multimedia promotional partnership with eight-time Olympic gold-medal sprinter Usain Bolt, presenting him with the deliberately playful title of Chief Entertainment Officer.
- 2016
Mumm becomes headline partner of South Africa’s Sun Met[15]
Campaign
Mumm was announced as the headline sponsor of the Sun Met horse-racing event, replacing J&B after its long association with the race.
- 2016
Mumm marks Thomas Coville’s solo circumnavigation record[13]
Campaign
Mumm participated in celebrations after sailor Thomas Coville completed a record-setting solo navigation around the world, reinforcing the brand’s long-running association with explorers and audacious achievements.
Showing the 10 most recent.
Sources21 sources
- 1G.H. Mumm official global websitemumm.com
- 2Maison Mumm historymumm.com
- 3G. H. Mummen.wikipedia.org
- 4Maison Mumm announces the arrival of Yann Munier as Cellar Masterdigitalpressroom.mumm.com
- 5Mumm Savoir-faire in the cellarmumm.com
- 6Maison Mumm announces Formula E partnershipdigitalpressroom.mumm.com
- 7G.H. Mumm named official Champagne of Kentucky Derbychurchilldowns.com
- 8Mumm Cordon Rouge Stellar mission completemumm.com
- 9Pernod Ricard and Trinchero definitive agreement for sale of Mumm Napa sparkling winespernod-ricard.com
- 10Mumm Melbourne Cup Carnival 2024mumm.com
- 11P.A. Mumm wine business established in Colognemumm.com
- 12Usain Bolt named Chief Entertainment Officerpernod-ricard.com
- 13Thomas Coville World Record Celebrationmumm.com
- 14Mumm公布2024年香槟采收情况digitalpressroom.mumm.com
- 15玛姆成为南非 Sun Met 赛马会冠名合作伙伴mumm.com
- 16玛姆推出红带香槟新瓶设计mumm.com
- 17保乐力加完成对联合多美克的收购pernod-ricard.com
- 18G. H. Mumm announces new ambassadors ahead of World Champagne Dayiol.co.za
- 19G.H.Mumm Launches The Cloupe™ - Glassware Challenging Drinking Conventions in the Champagne Categoryprnewswire.com
- 20GH Mumm announces new ambassadors before World Champagne Daysowetan.co.za
- 21Mumm raises investment for ongoing pre-Series Awamda.com
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