G.H. Mumm has unveiled plans for its largest Melbourne Cup marquee to date, with a ‘Now Boarding’ theme.

A nod to luxury travel, the marquee incorporates a structure that’s never been seen before in the exclusive enclosure. Overlooking the Birdcage and track, an eye-catching curved clear tower forms part of the facade, reminiscent of the world’s most iconic travel hubs.

Inside will be a full program of entertainment performances; a luggage carousel serving caviar, canapés and G.H. Mumm’s finest cuvées; an invite-only secret cellar including the House’s most exclusive vintages; striking visual elements ensuring ample opportunities for statement-making photo moments; and the iconic tap tap champagne moment with a Jeroboam (three-litres) of G.H. Mumm Cordon Rouge popping and flowing high into the air.

Guests will ‘take flight’ in the exclusive G.H. Mumm Private Jet, enjoying an exclusive private dining experience in partnership with trailblazing meat purveyors Victor Churchill.

In the main marquee, French and Australian inspired canapés will be served: snapper crudo, compressed watermelon lime on croute; heirloom tomato galette; beef crostilliant, smoked carrot puree, saltbush. As the celebration continues roaming canapés will be replaced with an Champagne poached prawns, yuzu tartare and wild leaves; and roast duck epice, golden beetroot, wild leaves, hazelnuts, cumquat dressing.

In addition to sipping on G.H. Mumm’s finest Champagnes, guests can enjoy cocktails with a Champagne twist, including a Whiskey Amaretto Sour and La NegroniSbagliato.

Pernod Ricard Australia Marketing Director Kristy Rutherford said: We’re ready to celebrate in G.H. Mumm style with our largest marquee to date that is a new structure never before seen in the Birdcage.

“The ‘Now Boarding’ marquee captures the thrill of exploration and the brand’s trailblazing spirit; bringing this sense of luxury adventure to life.“

“For G.H. Mumm, the Melbourne Cup Carnival is about uniting friends, exceptional hospitality andthe finest cuvees–whether that’s at Flemington Racecourse, the 1.5 million people who celebrate athome, or the 1.8 million people celebrating at venues around the country–and it’s why we continueto return as official Champagne sponsor year on year.”

As the official Champagne of the Melbourne Cup Carnival for the past 15 years, G.H. Mumm is once again trackside with the Victoria Racing Club. More than 100,000 glasses of G.H. Mumm are likely to be enjoyed across the carnival period at Flemington Racecourse.

Mumm announces official 2024 Melbourne Cup Carnival Ambassador

G.H. Mumm has also announced Australia’s most decorated Olympian and sporting champion, Emma McKeon AM, as its official ambassador for the 2024 Melbourne Cup Carnival.

The Champagne House said McKeon’s fearless approach to competition and her unwavering pursuit of excellence aligns perfectly with its values, reflecting its pioneering spirit and dedication to defying the ordinary.

“I am excited to be partnering with G.H. Mumm for this year’s Melbourne Cup Carnival,” McKeon said.

“Working with a brand that strives for excellence, champions innovation and possesses a bold trailblazing spirit really resonates with me and my approach to success. I can’t wait to bring this spirit to life in the G.H. Mumm marquee, and kick off the festive season with a glass of champagne in hand.”

McKeon will join G.H. Mumm at its landmark ‘Now Boarding’ Birdcage marquee for the official Melbourne Cup Carnival media preview day, and will lead the iconic G.H. Mumm tap tap moment on Derby Day.

Drinks brands unveil magical Melbourne Cup marquees