Usain Bolt becomes "CEO" of top Champagne house

By Jo Gilbert

Published: 29 November, 2016

Usain Bolt has swapped winning for wines in a new partnership with one of France's largest Champagne producers.

Maison Mumm has appointed the nine-time Olympic gold medalist to the role of CEO - chief entertainment officer - where he will promote the brand via his notorious off-track escapades.

Bolt's relationship with the house garnered publicity around the time of his triple-win in Rio, when chef de cave Didier Mariotti taught him to saber a bottle of champagne with a gold medal.

The appointment follows a re-think for the brand's packaging earlier this year, when Mumm introduced its new bottle design.

The Mumm Grand Cordon was created by British designer Ross Lovegrove, on sale in the UK at Soho Wines.

Bolt is the first athlete in history to achieve the "triple triple", winning three gold medals in the 100m, 200m and 4x100m relay at the 2008 Beijing, 2012 London and 2016 Rio Olympics.

Party-loving Bolt, who is known for his wild celebrations off the track, is Mumm's first "chief entertainment officer".

The brand is guaranteed publicity with the hugely successful and at times eccentric Bolt, whose approach to work and play makes him the ideal brand ambassador, according to Mumm.

"Bolt's leadership in sport is unparalleled and his pursuit of victory and his well-known celebrations that follow his wins have entertained legions of fans worldwide," a spokesperson said.

"In his new role, Bolt will take the lead in ideating unique and daring ways to bring celebrations to consumers everywhere through the energy, intensity and enticing freshness of Mumm - aligned perfectly with Maison Mumm's own motto - 'Only the best' - as well as the 'Dare. Win. Celebrate.' spirit of the House."

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