French Champagne company Maison Mumm has appointed Olympian Usain Bolt as its new CEO — Chief Entertainment Officer.
His new role as the first chief entertainment officer at Mumm will involve leading “unique and daring” initiatives for the Champagne house’s multi-media campaign.
“I’m honored to take on the role of CEO for Maison Mumm and to show the world what it means to celebrate and entertain in daring ways,” Bolt said in a statement. “My number one mission will be to enhance Mumm’s legacy in celebrating victories in stunning ways, and I’m very excited to invite all my fans around the world to raise their glasses with me.”
Mumm has been on a mission to “enhance the celebration experience” by redesigning the traditional Champagne bottle, developing a digitally interactive sound experience with its product, and creating the first drone-powered bottle delivery service by a Champagne house.
“Maison Mumm is about exploring unexpected ways to celebrate with our fans,” César Giron, chairman and CEO of Martell Mumm Perrier-Jouët, said in a statement. “By naming Usain as our Chief Entertainment Officer, we will work closely together to bring unique excitement through daring innovation to celebrations and moments of victory, large and small, around the globe.”