A sparkling tradition

Every great sporting occasion develops its own traditions.

At Wimbledon it’s strawberries and cream. At Lord’s it’s a glass of Pimm’s. At Flemington, it is champagne.

For more than 150 years, champagne has been part of the Melbourne Cup Carnival experience, enjoyed everywhere from elegant luncheon tables to the winner’s enclosure. It has toasted Melbourne Cup heroes, featured at Cup Week breakfasts and become the unofficial soundtrack to one of Australia’s greatest social occasions.

Its place in Flemington folklore stretches back to 1873, when The Australasian noted the arrival of a “hamper shed” where iced champagne was available to racegoers – an innovation considered worthy of special mention.

By the beginning of the twentieth century, bubbly had become an institution. Reporting on Cup Day in 1901, the Adelaide Chronicle observed that while the luncheon tables quickly emptied of sandwiches, “champagne flowed like a river.”

Even in difficult times, the symbolism remained. During the Second World War, the Victoria Racing Club suspended champagne at its committee luncheon, donating the money instead to the war effort. The absence of champagne was itself considered news, illustrating just how closely the drink had become associated with Flemington.

THE HOUSE OF CELEBRATION

If any champagne house embodies the spirit of sporting celebration, it is G.H. Mumm.

Founded in Reims in 1827, the Maison has spent almost two centuries crafting wines renowned for their freshness, elegance and Pinot Noir-led style. Its iconic Cordon Rouge – the scarlet ribbon inspired by France’s highest civilian honour, the Légion d’Honneur – is one of the world’s most recognisable wine labels and a symbol of excellence and achievement.

Across its history, G.H. Mumm has forged close ties with elite sport, partnering with some of the world’s most prestigious competitions and sharing a simple philosophy: life’s greatest achievements deserve to be celebrated. That made Flemington a natural home.

In 2010, G.H. Mumm became the Victoria Racing Club’s exclusive champagne partner, introducing not only its celebrated cuvées but also enduring French traditions, including the theatrical art of sabrage – opening a bottle with a ceremonial sabre.

The partnership reached a new milestone with the unveiling of the world’s first flagship Mumm Champagne Bar in Flemington’s Club Stand. The venue is a fitting celebration of two institutions synonymous with style, excellence and unforgettable moments.

Beyond the Club Stand, the G.H. Mumm marquee has become one of The Birdcage’s most sought-after destinations. Renowned for its Parisian glamour, striking design and vibrant atmosphere, it has earned a reputation for creating memorable Carnival experiences, from world-class hospitality and immersive dining to signature DJ performances and the iconic “tap tap” Champagne fountains.

The enduring partnership continues to flourish. In 2025, the Victoria Racing Club and G.H. Mumm announced an extension of their agreement through to 2028, marking an extraordinary 18 years together and reinforcing champagne’s enduring place at the heart of the Melbourne Cup Carnival.

THE EVOLUTION OF A CUP DAY CLASSIC

Champagne has evolved alongside the Carnival itself.

For generations, Melbourne Cup Day began well before the first race, with racegoers gathering for the legendary champagne and chicken breakfast.

Others reserved their first glass until lunch. Some waited for the last race. The lucky few drank it from a winning trophy.

Whatever the timing, champagne became woven into the rhythm of Cup Week – a symbol of celebration and a toast to moments worth remembering.

RAISE A GLASS

Whether it’s the first toast of Derby Day, a celebratory lunch on Lexus Melbourne Cup Day, a drink with the girls on Oaks Day or a farewell drink as the sun sets over Champions Stakes Day, champagne has become part of the language of the Melbourne Cup Carnival.

It is more than a beverage. It is a tradition that has endured for generations – one cork pop at a time.

Five things you might not know about champagne

It can only be called Champagne if it comes from Champagne

True champagne is produced exclusively in France’s Champagne region under strict production rules.

The bubbles aren’t accidental

Champagne undergoes a second fermentation inside the bottle, naturally creating its signature sparkle.

Pinot Noir is king

Although white in colour, many leading champagnes – including G.H. Mumm’s signature cuvées – are built around red Pinot Noir grapes.

Temperature matters

Serve champagne chilled, around 8–10°C, to preserve freshness while allowing its aromas to develop.

A flute isn’t the only option

Many sommeliers now favour a white wine glass over a narrow flute, allowing the wine’s aromas and complexity to shine.