Tag Archives: Mumm Champagne

Formula One: Champagne returns to the F1 podium!

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The eagle eyed F1 fan may have noticed a new name featuring at the Monaco Grand Prix podium, that name, Carbon Champagne. As the name suggests, Carbon Champagne fits perfectly into the world of Formula One, with a unique carbon fibre surround crafted for  the premium champagne.

After Mumm Champagne transitioned motorsport involvement from Formula One to Formula E, a decision covered in detail here, Formula One Management partnered with sparkling wine brand Chandon. As followers of this website and  JWGP on Twitter, drivers and teams referring to Chandon as champagne had been a continual pet peeve of mine. With this in mind I applaud Formula One Management for bringing a true champagne back to the podium celebration.

Entering into partnership with Carbon Champagne represents a curious strategic development from Formula One Management and possibly hints towards an evolving business strategy. Carbon Champagne fits into the super premium drinks segment both in terms of quality and price point. A single bottle of Carbon Champagne costs between 10 and 20 times that of the podium product it replaces. This partnership perhaps reflects Formula One’s ambition to ensure the sport retains it’s status as the pinnacle of motorsport through association with brands unattainable to the typical fan. It is clear the sport is walking a tightrope seeking to broaden the appeal of the sport and grow the audience, whilst maintinaing and perhaps elevating its premium nature.

Typically the relationship between a champagne partner and a sports championship is more expansive than the three bottles drivers receive during podium celebrations. As a minimum, a champagne partner can expect to see all championship hospitality requirements to be purchased through this relationship. Beyond increased brand awareness earned through Formula One association, this sale will provide a clear return on investment for the brand against any sponsorship fee agreed. With Carbon Champagne this relationship could prove challenging due to the super premium price positioning of the product. Put simply, it may be challenging for Carbon Champagne to be made available within Grand Prix hospitality without increasing ticket pricing, a move unlikely to be well received by patrons of such said hospitality.

The Carbon Champagne Formula One partnership is one of the first under Liberty Media Management, however long the partnership lasts, it represents a clear statement of intent from Liberty Media. Decisions around championship partners will be made to build brand equity not dilute it.

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Formula One: Ricciardo dreaming of Champagne (Sparkling wine) from the top step

Red Bull Racing’s Daniel Ricciardo heads to his home Grand Prix, the opening race of the 2017 F1 season, in Melbourne with aspirations of a top result. In this race preview for Mobil One’s The Grid, Ricciardo explains the complexities of preparing for the Melbourne Grand Prix and how the team will be looking complete as many laps as possible through free practice to fine tune setup.

Having experienced the Melbourne podium in 2014 (as result which was taken away following a post race sanction), Ricciardo sets out a clear ambition to reach the top step in 2017 and “taste the big bottle of champagne” Unfortunately for Daniel, with Mumm Champagne being replaced by Chandon last season, should he reach the top step he’ll have to make do with sparkling wine. That being said I’m sure it’ll still taste sweet, even if it’s from a sweaty shoe!

Formula E: Ice Drive

Since the inception of Formula E little more than 3 years ago the championship has developed a real ‘can do’ attitude. The ‘no idea is a bad idea’ corporate language seen in offices across the globe is taken to it literal limit with the Formula E management team. So when the suggestion of taking a completing a demonstration run on an iceberg was proposed last year, the only question on the lips of Alejandro Agag and his team was when? not how.

Following the Marrakesh ePrix, an event twinned with COP22, the annual gathering of world leaders to address the issue of climate change, Formula E bought together key figures in the sport, media, and industry together for the première of ‘Ice Drive’. The film follows the team as they set about bringing to reality the challenge of taking a Formula E car to the ice caps and attempting to run the car on the ice.

The challenge proved to somewhat more difficult than a simple arrive and drive, and the obstacles the team had to deal with along the way serve to highlight the true impact of climate change. You may note I initially referred to Icebergs and latterly an Ice Cap. This was no mistake…

It was a privilege to receive an invitation to the première of this film, hearing Prince Albert II of Monaco speaking of his foundation, their involvement in the project, and his dedication to supporting initiatives to tackle climate change, alongside Lucas Di Grassi talking through his eye opening experience of spending time around the disintegrating ice caps and the challenge of driving a Formula E car on ice, was hugely inspiring if a little daunting.

Formula E recognise they have a platform to educate fans of the sport on matters of environmental sustainability and a responsibility to support projects addressing the issues directly. They take this seriously but remain mindful to do so in an engaging and unique way.

Enjoy the film!

Formula E: FIA Formula E takes to the Ice!

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The FIA Formula E Championship is made up a truly unique group of people, with an endless drive to amaze and inspire. They are a creative marketeers dream, and a health & safety insurers nightmare!

When faced with the challenge of bringing to life the impact of climate change, what could have more impact than landing a car on an ice cap for a demonstration run? With support from  Julius Baer, Visa, DHL, Schaeffler, The Prince Albert II of Monaco Foundation and Mumm Champagne House, Formula E bought this vision to life. The zero-emission racer was driven on the ice cap by adventurous race-winning Formula E driver and series ambassador, Lucas di Grassi.

The Brazilian, who will be seeking to go one better than his runner-up position in the season two championship when the series returns with the HKT Hong Kong ePrix on October 9, performed a series of jaw-dropping runs on the ice cap, inside the Arctic circle in the north of Greenland.

The seemingly impossible act was captured in a series of impactful short films that will draw the world’s attention to the escalating threat posed by the melting of the ice cap to global sea levels.

See the first of the films from the demonstration run here:

The stunning exhibition is a continuation of Formula E’s commitment to showcasing the ability of electric car technology to act as a key part of a more sustainable future, and play a vital role in tackling climate change.

Formula E CEO Alejandro Agag said: “I have four children and the future of the planet depends on how we can control the effect that human life is having on the environment and the climate. That is why I think climate change is very important to address, to control, to face, and everyone can do something. We do something for motorsport, other people can do something from whatever they do in their lives.”

Formula E vice-champion Lucas di Grassi said: “It was such a beautiful, peaceful place. To come here and see how huge the ice cap is and how the effect of global warming is changing it, melting it, gives me a completely different understanding of what we are doing with Formula E and the importance of driving electric cars.”

The event was only possible due to the co-operation and assistance of the Greenland government and its desire to raise awareness of a need for action on climate change. In order to learn more about the effects of the melting ice cap, Formula E has teamed up with Southampton University, and during the trip a tracking beacon was place upon an iceberg that had broken away from the ice sheet.

This will help to advance the research into the behaviour of these ice sheets in the open ocean, and the tracking device will allow climate scientists and fans alike to understand more about the graceful journey they undertake as they return back to the sea.

HSH Prince Albert II of Monaco said: “I fully support the bold and ambitious activity that Formula E has undertaken as a way of raising awareness of the effect climate change is having on the ice cap in Greenland. My Foundation recognises the role that electric vehicles can play in reducing greenhouse gas emissions and believes that Formula E can inspire a new generation of motorists and potential motorists to ‘drive electric’ and help in the fight against global warming through high-profile activations like this.”

A special 48-minute documentary looking at every aspect of how the event was put together has been commissioned and will be premiered at COP22, which takes place in Marrakesh, Morocco on November 13 this year. Formula E will also be in the North African country at the same time for the inaugural Marrakesh ePrix.

Formula One: Jean-Éric Vergne open to an F1 return with Scuderia Ferrari or the Haas F1 Team

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Speaking from the London round of the FIA Formula E championship, Mumm Champagne ambassador Jean-Éric Vergne has spoken about his plans for season 3 in the championship and of an openness to the prospect of a return to Formula One.

After a troubled qualifying session in which Jean-Éric was unable to participate in the super pole shootout despite qualifying 5th, JWGP  caught up with the Frenchman to discuss his experience of Formula E and plans for the future.

Speaking candidly Jean-Éric confirmed his commitment to remain in Formula E for the 3rd season of the championship, but that he will be moving to another team on the grid.  Despite this commitment JEV would not rule out a possible drive with Scuderia Ferrari or the Haas F1 Team in 2017. Whilst there would be a few race weekend clashes between the categories, rules within Formula E would allow JEV to participate in both championships.

With Kimi Räikkönen out of contact for 2017 and both Haas F1 drivers Romain Grosjean and Esteban Gutiérrez having a level of flexibility in contracts based on team and driver performance, as Scuderia Ferrari Development Driver Jean Eric Verge is in a prime position to return to F1 should the opportunity arise.

Despite electing to transition to another team on the Formula E grid for season 3 Jean Eric was keen to praise the professionalism and hard work of the DS Virgin Racing team. Having adopted a duel motor single gear configuration, the team have been working season long with an overweight car resulting in challenging vehicle dynamics with which the drivers and team have fought season long to overcome.  Speaking of his season highlight ahead of the London ePrix Jean-Éric reflected on the inaugural Paris ePrix which saw him achieve his first pole position in the category, something he later translated into a strong podium finish.

Following our interview, Jean-Éric went on to secure his second podium of the year in the penultimate round of the FIA Formula E world championship. He will be looking to end the season in style today with another podium and hopefully that illusive first win.

You can follow Formula E the series You Tube channel here.

UK readers can watch the action unfold live on ITV1 today.