Maison Mumm used the Monaco Grand Prix as the backdrop to launch the world’s first digitally connected champagne bottle.
The VIP launch, which featured musician Mark Ronson, took place on-board Mumm’s private yacht in Monte Carlo, a setting chosen as a celebration of the brand’s long-standing partnership with Formula One.
The connected Magnum is an innovation “designed to enhance the celebration experience”. The moment the cork is popped a sensor links to a receiver in the host venue’s audio and visual system, triggering a tailored interactive sound and visual experience.
Alongside Mark Ronson, the launch event was attended by guests including models Cara and Poppy Delevingne and former racing driver Eddie Jordan.
Ronson was also invited to present a Mumm Jeroboam to the winner on the 2015 Monaco Grand Prix podium.
“Launching the world’s first connected champagne bottle with Mumm and handing the Jeroboam to Nico Rosberg at the Monaco Grand Prix was an incredible experience,” he said. “Mumm’s ambition to bring innovative firsts to the world is inspiring and popping the cork of the Magnum of Mumm was a great moment of celebration.”