Moët & Chandon Returns As Formula 1’s Official Champagne: A Celebration Of Legacy And Excellence

On 5 February 2025, the iconic champagne house Moët & Chandon was designated as the Official Champagne of Formula 1 in a return to a historic alliance that dates back to the beginning of the sport in 1950. The naming coincides with Formula 1’s 75th anniversary celebration, which adds poignancy to this union of luxury and racing.

Historical Context

Moët & Chandon has a rich history with Formula 1, as it was the first champagne brand to toast a win in the series. This first champagne toast occurred after Juan Manuel Fangio won the French Grand Prix in 1950 and was invited by Paul Chandon-Moët and Count Frederic Chandon de Briailles to toast with champagne. The event secured Moët & Chandon’s place in motorsport history, intertwining the tale of victory and celebration that defines the brand as well as the sport.

The partnership has existed in some form over the last decades. Moët & Chandon occupied the official champagne position from 1966 to 1999 and briefly returned in 2020 before Ferrari Trento occupied the position from 2021 to 2024. The latest naming marks a new chapter as Moët & Chandon returns to the podium with a broader ten-year global partnership with LVMH (Moët Hennessy Louis Vuitton) worth some $1 billion.

The Significance of the Partnership

The return of Moët & Chandon is not just a branding effort; it is a gesture of reunification with a shared heritage of excellence, precision, and celebration. Formula 1 CEO Stefano Domenicali spoke to this sentiment, saying that “the tradition of toasting on the podium is one of the most iconic moments in our sport.” He was thrilled to have Moët & Chandon return to this beloved tradition in such a landmark year for Formula 1.

Sibylle Scherer, CEO and President of Moët & Chandon, spoke to this sentiment by discussing the shared heritage of victory and commitment that both parties embody. She referred to the extraordinary collaboration inherent in both motorsport and the crafting of champagne, solidifying that this union is a tribute to unity and shared victory.

Toasting Victory on the Podium

With this new alliance, Moët & Chandon will be center stage during podium celebrations throughout the season. The top three drivers and winning teams will celebrate their victories with Moët & Chandon champagne, reviving a tradition near and dear to fans’ and competitors’ hearts. This return not only elevates the celebratory moment but also reinforces Moët & Chandon’s dedication to excellence in every bottle.

The champagne spraying ceremony on the podium has become one of the most recognizable images in sports. It represents not only victory but also happiness, friendship, and shared moments among drivers, teams, and fans. Every bottle opened is a testament to hundreds of hours of hard work, commitment, and sacrifice—values inherent to both F1 racing and the crafting of champagne.

Besides, Moët & Chandon will launch limited-edition bottles commemorating the season’s highlight races. These collectibles will give fans a tangible link to their favorite Formula 1 experiences while driving brand exposure at events.

The Effect on Formula 1’s Global Appeal

Formula 1 has experienced unprecedented expansion in recent years, with a reported 5.7% growth in global interest since 2021. This expansion translates to approximately 50 million new fans globally, making it one of the fastest-growing annual sporting events in the world. Interestingly, Nielsen Sports reveals that almost half of these fans are women, with a significant majority falling between 16 and 24 years old.

The partnership with Moët & Chandon is ideally in line with this growth trend. One of the most iconic luxury brands in the world, Moët & Chandon’s tie-up with Formula 1 will only serve to further enhance the sport’s appeal to high-end consumers while respecting its rich history and dynamic future.

A New Era for Luxury Partnerships

The return of Moët & Chandon is part of a larger trend in Formula 1 towards luxury partnerships. In recent years, F1 has seen high-end brands flocking to the sport to associate themselves with the glamour and prestige of Formula 1. The intersection of luxury brands and motorsport is obvious: both are linked to speed, precision, and an unrelenting pursuit of perfection.

This partnership will most likely pave the way for more partnerships between Formula 1 and luxury brands from sectors such as fashion, automotive design, and technology. As F1 continues to establish its global presence—especially in emerging markets—the potential for luxury brands to reach new fans is more appealing.

Looking Ahead: A Decade of Collaboration

The new ten-year alliance between LVMH and Formula 1 holds promise beyond podium parties. It is a commitment to bringing LVMH brands to hospitality and activations in Formula 1, bringing luxury experiences to fans and participants. This strategic alliance promises an electrifying future where luxury and high-octane motorsport merge.

LVMH boasts some of the world’s most recognized fashion (Louis Vuitton), cosmetics (Dior), wines (Moët Hennessy), and more brands. This portfolio allows for distinctive cross-promotional synergies in F1 events. For instance, VIP experiences could be bespoke at Grand Prix events with LVMH brands—providing guests not only world-class hospitality but also brand experience immersion.

Further, LVMH’s emphasis on sustainability can complement F1’s growing emphasis on environmental stewardship. As the two industries look to a sustainable future—F1’s goal of net-zero carbon emissions by 2030—there is potential for joint innovation that brings green best practices to both sectors.

Engaging Fans Through Digital Platforms

With the digital revolution, engaging fans is more than traditional marketing. The alliance of Moët & Chandon with Formula 1 is likely to leverage digital platforms to the fullest to engage audiences worldwide. Social media teasers of behind-the-scenes racing action or showcasing VIP interviews with drivers could create buzz for both brands.

Further, interactive experiences such as virtual tastings or private online events with F1 celebrities could engage fans while promoting Moët & Chandon brands. With the judicious use of digital tools, this alliance can reach the younger audience who increasingly shape brand perceptions.

Conclusion: A Toast to New Beginnings

In brief, Moët & Chandon’s comeback as Formula 1’s Official Champagne is not just about champagne; it is about the celebration of wins, toasting rituals, and forging bonds between heroes and fans. As both of them start this new journey together in this historic year of motorsport history, they reaffirm their promise to excellence and joint victories that resound far beyond the racing circuit.

This collaboration is a celebration of what can be accomplished when two legendary brands come together—each the best in their own field—to create memories that are etched in gold and full of joy and celebration. As we anticipate seeing thrilling races all season long with lavish champagne celebrations on the podiums around the world—here’s toasting to new beginnings! Cheers!