MUMM
“With its terroirs on the mythical hillsides of the Champagne region, such as the Pinot Noirs from the Montaigne de Reims, Mumm boasts some of the most exceptional vineyards. I wanted to develop on our innovative tasting method to better appreciate the wealth of nuances that are hidden in Mumm wines, as well as the remarkable, kaleidoscopic nature of our own marvellously human responses to champagne.”
LAURENT FRESNET, MAISON MUMM CELLAR MASTER
Maison Mumm’s new cellar master, Laurent Fresnet, arrived in January 2020 with a mission: to create a more discerning way to appreciate the aromatic complexities of Mumm champagnes and the multifaceted qualities of its signature Pinot Noir grapes. To do so, he engaged the help of Gabriel Lepousez, a neuroscientist who has devoted 15 years to studying perceptions of taste and aroma in wine, and Octave de Gaulle, who designed Mumm’s Grand Cordon Stellar bottle, the first champagne that can be savoured in space. This groundbreaking design collaboration resulted in two unique champagne glasses that incorporate sight- and touch-based cues to meticulously highlight the different latent qualities present in each cuvée. Experimenting with colour, weight, materials and texture, each glass brings different aromas and flavours to the fore compared to a standard glass. Testing these glasses during a tasting of three cuvées that are particularly representative of the House, guests were delighted to discover hidden aromas and freshness that were undetectable when drinking from a standard glass, opening up a more spontaneous tasting experience.
+12%
SALES GROWTH IN FY21