G.H Mumm will open a world-first, double-storey theatre in the heart of The Birdcage at the 2023 Melbourne Cup Carnival.

Designed to encapsulate the Champagne producer’s passion for the creative arts, innovation and celebration, Théatre G.H. Mumm will host a full program of performances accompanied by unique cuvées.

Entertainment will include singer-songwriter Thando, NZ DJ duo and producers Sweet Mix Kids’ Sandon James and Chris Scott, and house DJ Nico from Melbourne.

Guests will have the opportunity to create performance moments of their own with photo walls and breakout areas complemented by the luxurious contemporary design.

Pernod Ricard Australia Marketing Director Kristy Rutherford said: “Théatre G.H. Mumm celebrates a contemporary vision of our theatrical and cinematic heritage, embodied by our iconic cuvée Cordon Rouge. Like any great theatre, it is not just about what happens on the stage – it is the opportunity to meet friends and enjoy outstanding hospitality.”

G.H. Mumm Cordon Rouge and Cordon Rouge Rosé will be available in the two bars and expect to see the Champagne fountain moment with a Jeroboam (3L) of G.H. Mumm Cordon Rouge popping and flowing high into the air.

There will be a secret backstage cellar for a select few to taste G.H. Mumm’s vintage cuvées.

In the main marquee, guests will be treated to unique French and Australian inspired canapés: Murray cod, sweet corn bisque, leek foam; Champagne poached prawns, endive, horseradish, tarragon and lemon cream fraiche; Lavosh wafer, D’affinois, and truffle honey.

“The French-Australian culinary theme will continue with a true coup for the marquee in having young, acclaimed French Chef Florian Barbarot joining us for his first Australian sojourn directly from our home in Reims, Champagne,” Rutherford said.

Barbarot will bring La Table des Chefs to Australia for the first time. Created by G.H. Mumm, La Table des Chefs sees young chefs, both well – known and emerging, sharing their culinary inspirations and creativity during a residency in the restaurant in the Mumm family home in Reims. Barbarot is just the second chef to have a residency at the restaurant.

G.H Mumm has been the official champagne of the Melbourne Cup Carnival for the past 14 years.

More than 100,000 glasses of G.H. Mumm are expected to be sipped across the Carnival period at Flemington Racecourse.

‘Unbridled’ theme for The Birdcage

This year’s theme for The Birdcage is “Unbridled”, designed to transport members and guests to a futuristic landscape and anchored by the VRC’s own enhanced Bird Bath Bar.

The build for this year’s Birdcage Enclosure started in July and will involve more than 2500 people from the VRC and leading creatives, builders and suppliers including Gloss Creative, Dot Dot Dash, The Big Group, Stella & Co, PIM Group, Harry the hirer, MAAKE, Spacecube, MADE Experiences and ESE The Agency.

VRC Chief Executive Officer Steve Rosich said: “The Birdcage Enclosure is a space like no other, it encourages each VRC partner to conjure up a world of their choosing, a tangible expression of their brand and the ultimate escape from the everyday.

“The Birdcage Enclosure is the place where valued partners and clients can forge and strengthen ties while taking in exceptional sport and entertainment.

“The VRC’s Principal Partner Lexus alongside Penfolds, Tabcorp, Furphy, G.H. Mumm and News Corp will join new additions Schweppes and Crown Melbourne to round out the sponsor marquees in the Birdcage Enclosure for 2023.’

In a major event first, Curtis Stone’s Michelin-starred Los Angeles restaurant Gwen will take up residence in The Birdcage Enclosure across Cup Week, playing host to VRC members and guests. It will be the first-time the tastes of Gwen will be brought to Australia, with the collaboration bringing together the best in culinary expertise and excellence for days only at Flemington.

Curtis Stone Events will also deliver Lucky’s, a new corporate hospitality experience in The Birdcage Enclosure.

The Big Group will create the culinary experience in the VRC’s Bird Bath Bar, fully inclusive private marquees for corporate guests playfully titled Bridled and Unbridled and partner marquees including Lexus, G.H. Mumm, Tabcorp, Penfolds and News Corp.

Food & Desire will curate the menu for Schweppes as well as in the fully inclusive private marquee Cavesson and will work hand in hand with Furphy to curate an exceptional marquee experience for their guests.

The 2023 Melbourne Cup Carnival begins on Saturday 4 November with Penfolds Victoria Derby Day, followed by Lexus Melbourne Cup Day on Tuesday 7 November, Kennedy Oaks Day on Thursday 9 November, and concludes with TAB Champions Stakes Day on Saturday 11 November. 

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