In an exciting development for motorsport and luxury, Moët & Chandon has been reinstated as Formula 1’s official champagne. This marks a significant moment in the evolving relationship between F1 and the renowned luxury brand, which is now a key part of a prestigious ten-year global partnership with LVMH.
A Legacy Dating Back to 1950
Moët & Chandon’s association with Formula 1 dates back to the very beginning of the sport in 1950. It was in that inaugural season that the brand’s founders, Paul Chandon-Moet and Count Frédéric Chandon de Briailles, shared a celebratory toast with Argentine driver Juan Manuel Fangio after his victory at the French Grand Prix—a moment that sparked a lasting connection between the sport and the iconic champagne house.
The Return of an Iconic Champagne
After first becoming an official partner in 1966, Moët & Chandon briefly returned in 2020 and now returns to claim its spot once again in a new chapter of this esteemed partnership. With this move, the champagne brand also takes on the title sponsorship of the prestigious Belgian Grand Prix at Spa-Francorchamps, set to take place in late July 2025.
A New Era of Luxury and Performance
This return comes on the heels of Formula 1’s groundbreaking collaboration with LVMH, including luxury names like Tag Heuer and Louis Vuitton. The deal, which signals a deepened bond between the sport and the world’s leading luxury maisons, has seen Moët & Chandon take over from Ferrari Trento as the official sparkling wine partner. This is a step that celebrates the unmatched history and emotion that Formula 1 shares with Moët & Chandon—triumphs, precision, and a relentless pursuit of excellence.
Celebrating 75 Years of F1 Excellence
Stefano Domenicali, President & CEO of Formula 1, encapsulated the significance of the partnership: “The tradition of toasting on the podium is one of the most iconic moments in our sport, and we are thrilled to welcome Moët & Chandon back as the official champagne. This collaboration speaks to the legacy, passion, and refinement that Formula 1 and Moët & Chandon share, marking a truly special year as we celebrate our 75th anniversary.”
A Toast to Triumph and Precision
Sibylle Scherer, the CEO of Moët & Chandon, shared the brand’s excitement about its return to the Formula 1 podium: “It is an honour to return as the official champagne of Formula 1. This partnership celebrates shared triumphs and collective dedication, rooted in a legacy that stretches back to the 1950s. Together, we honour the precision, teamwork, and excellence that drive both motorsport and our craft. As we raise our glasses on the podium once again, we are proud to continue creating moments of celebration that resonate with all who share in the journey of this incredible sport.”
Looking Ahead: Moët & Chandon at Spa-Francorchamps
As the Formula 1 season progresses, fans can expect to see Moët & Chandon elevate the celebrations at each race, especially during the Belgian Grand Prix, where the brand’s prestigious involvement will be front and centre. As the champagne flows on the podium, it serves as a reminder of the extraordinary feats achieved on the track—celebrating the spirit of both luxury and performance in every victorious moment.
Written by: Lydia Kelly
Published: 6th February 2025