First Mumm hired Usain Bolt as their brand ambassador. Then, the old house unveiled a new idea: champagne designed for space tourism. Now, Usain Bolt is taking zero-g flights to taste the space champagne in the proper environment.
A specially designed Airbus flew in parabolas that created a feeling of weightlessness, setting the stage for all sorts of antics. “I was nervous but as soon as the first one (parabola) goes you kind of go ‘oh my God, what’s happening’. But after the third one I was like ‘yeah, it’s crazy’,” Bolt told Reuters.
Bolt first raced French astronaut Jean-Francois Clervoy and designer Octave de Gaulle (more on him later) down the length of the fuselage. Naturally,Bolt won. He then joined South African television personality Minnie Dlamini and other guests to check out the good stuff.
The space champagne is actually called Mumm Cordon Stellar and it’s actually pretty cool. The champagne, itself, is just Mumm, but the special bottle required to “pour” a carbonated liquid in a zero gravity environment is, well, space age technology.
To achieve the task, Didier Mariotti, Cellar Master at Maison Mumm teamed up with de Gaulle – CEO of the space design agency Spade. “The big design challenge for Mumm Grand Cordon Stellar was actually getting the liquid out of the bottle,” explained de Gaulle. The roughly 350ml bottle “uses the champagne’s gas to expel the liquid into a ring-shaped frame, where it is concentrated into a droplet of bubbles” according to the house.
The contraption actually complies with all the AOC regulations. So, the bottle is not some pedestrian “sparkling white wine,” but true champagne.
After the cork is popped (yes, there is a cork to pop), the champagne takes the form of some foamy blobs. The new form creates more of a wine forward, less fizzy drink.
The blobs themselves are intended to consumed on specially designed space coupes. The tiny stemware, five centimeters in diameter, look like a cross between an ice cream cone and a traditional coupe. Drinkers use them to catch the floating blobs which adhere because of science—surface tension specifically.
Space tourism is getting close and the prices of those flights won’t be cheap. So, tacking on a bottle of Mumm will likely not be a notable expense. “The tourists will be enjoying the view of the earth, the view of space, weightlessness, and they will celebrate. So maybe there is not a market for a lot of bottles in space, but there is a market for some bottles,” said Clervoy.