Mumm Yacht Club

Mumm joined the 36th America’s Cup presented by Prada as the official champagne partner. As one of the first large-scale international sporting events since Covid – we had the world watching.

The brief was to make Mumm famous in New Zealand, by amplifying our position as Official Champagne Partner of the 36th America’s Cup. We needed a long-term strategic plan to ensure Mumm was top of mind throughout the entire four month event..

First port of call, launch the limited-edition 36th America’s Cup G.H.Mumm bottle to our influential collective of Mumm friends. Our carefully selected group all received their bottle wrapped in a specially designed box, that when opened became a monthly calendar detailing all the champagne-worthy celebrations ahead.

The limited edition bottle was in the media everywhere – and so were the stunning array of images captured by our team from a sailboat on Auckland’s beautiful Waitematā Harbour.

The partnership was kicked off with a pop! The limited edition bottle launch was quickly followed by the opening of the Mumm Yacht Club, the stunning two-story centrepiece of the 36th America’s Cup Village in Auckland’s Viaduct that offered sailing-mad fans a front row seat to the action. The Mumm Yacht Club would go on to host several race celebrations and become an iconic background in broadcast media stories across the campaign.

As the final stage of racing heated up, we once again hit the water, this time to capture champagne deliveries to consumers on the water by our Mumm jet ski, which once again resulted in Mumm taking out headlines alongside racing coverage .

In the end, the success of the campaign would come down to one image. An image, curated and captured by DRUM –  the iconic moment of a victorious Team New Zealand celebrating with a bottle of G.H.Mumm in hand. An image so good that it graced media publications the world over, as well as becoming the emotive false front for the NZ Herald sports section.

Across the campaign, we landed a total of 65 pieces of coverage in media titles including ESPN, Newshub, New York Times, NZ Herald, Sydney Morning Herald and The Guardian, with a potential reach of more than 31 million people both in NZ and around the world, as well as 95 per cent of our coverage including key brand messages – cheers to that!