Moët & Chandon has returned as the Title Partner of the Formula 1 Belgian Grand Prix, reinforcing one of motorsport’s most enduring luxury partnerships. At Spa-Francorchamps, the Champagne Maison elevated the race weekend through exceptional hospitality, craftsmanship, culinary innovation and timeless celebration. Together with LVMH, the event demonstrated how heritage and modern luxury continue to shape the Formula 1 experience for a new generation of global fans.
Where Victory Meets Heritage
There are few moments in sport as universally recognised as the Champagne celebration on a Formula 1 podium. For decades, that triumphant spray has symbolised success, emotion and shared achievement, becoming one of the defining rituals of Grand Prix racing. At the heart of that tradition stands Moët & Chandon, a Maison whose relationship with Formula 1 stretches back to the 1950s.
This season, Moët & Chandon strengthened that legacy by returning as the Title Partner of the Formula 1 Belgian Grand Prix for the second consecutive year. As part of LVMH’s landmark global partnership with Formula 1, the Champagne house once again transformed the iconic Spa-Francorchamps circuit into a showcase of French luxury, exceptional craftsmanship and unforgettable hospitality.
Rather than simply placing its name alongside one of motorsport’s greatest races, Moët & Chandon demonstrated how deeply intertwined it has become with the culture and celebration of Formula 1.
LVMH Brings Luxury to the Paddock
One of the most exclusive destinations throughout the Belgian Grand Prix weekend was La Maison LVMH, which returned after making its successful debut earlier in the season in Miami.
Designed as an elegant atelier inspired environment, the immersive space highlighted the extraordinary craftsmanship that defines the LVMH portfolio. Guests encountered Louis Vuitton’s instantly recognisable Formula 1 Trophy Trunk, while artisans from Louis Vuitton and TAG Heuer demonstrated the meticulous skills behind some of the world’s most celebrated luxury creations.
Moët & Chandon welcomed guests into an exclusive hospitality lounge that blended refined elegance with the excitement of Formula 1. Every detail reflected the Maison’s commitment to excellence, from curated Champagne experiences to personalised service that celebrated both tradition and innovation.
The concept reinforced the shared values connecting Formula 1 and the world’s leading luxury brands. Precision, creativity, teamwork and relentless pursuit of perfection define both the race circuit and the ateliers that produce exceptional craftsmanship.
Celebrating Those Behind the Craft
One of the most meaningful initiatives during the Belgian Grand Prix involved ten recipients from LVMH’s prestigious Virtuosos programme.
The Virtuosos distinction recognises employees across the Group who embody excellence in craftsmanship, creation and client experience. For the first time, these outstanding individuals were invited inside the world of Formula 1, gaining unprecedented access to practice sessions, the paddock and exclusive masterclasses explaining the partnership between LVMH and the championship.
The experience highlighted the similarities between elite motorsport and luxury craftsmanship. Just as a Formula 1 victory relies upon engineers, strategists, mechanics and designers working in perfect harmony, every bottle of Moët & Chandon represents the expertise of countless professionals across vineyards, cellars and production teams.
By placing artisans alongside racing professionals, LVMH celebrated the collective pursuit of excellence that defines both industries.
The Out Lap Redefines Trackside Hospitality
Luxury hospitality reached an entirely new level with the launch of The Out Lap, an innovative culinary experience created by Moët Hennessy and Formula 1.
Set inside a sophisticated glass walled bus travelling around the legendary Spa-Francorchamps circuit, guests enjoyed an intimate dining experience unlike anything previously offered in Formula 1.
Michelin starred chef Yannick Alléno collaborated with Moët & Chandon Cellar Master Benoît Gouez to present carefully curated food and Champagne pairings that reflected both technical mastery and creative expression.
Signature dishes included luxurious combinations of wagyu beef, foie gras and glazed eel paired with the exceptional Grand Vintage Collection 1996 Champagne. Every course reflected precision worthy of both a Michelin kitchen and a Formula 1 garage.
Groups of just twelve guests travelled the circuit accompanied by Formula 1 personalities including Jacques Villeneuve, Karun Chandhok, Naomi Schiff and commentator David Croft, who shared stories about the history, challenges and legendary corners of Spa, including the iconic Eau Rouge.
The premium experience will continue throughout the season at the Dutch, Italian and Spanish Grands Prix, with each destination featuring menus inspired by local culinary traditions.
A Living Heritage
One of the weekend’s most symbolic moments came during the podium ceremony.
Mercedes driver Kimi Antonelli celebrated victory by raising the contemporary Moët & Chandon Silver Trophy before continuing the legendary Champagne celebration with a Jeroboam bottle that has become synonymous with Formula 1 triumph.
The Silver Trophy itself pays tribute to one of the sport’s historic traditions. During the 1996 and 1997 seasons, race winners lifted the distinctive Silver Jeroboam while a Silver Trophy recognised the driver achieving the greatest number of Grand Prix victories throughout the year.
Rather than simply recreating history, Moët & Chandon has reimagined this celebrated symbol for a modern audience, ensuring heritage remains both relevant and inspiring.
The trophy arrived at Spa aboard a vintage Mercedes-Benz 600 Pullman after departing Château de Saran in France’s Champagne region, connecting decades of Formula 1 history with contemporary luxury storytelling.
Antonelli added a personal touch by dedicating his victory to his father Marco, signing the celebratory Jeroboam with the heartfelt message, “Happy Birthday Dad.”
Formula 1’s Expanding Luxury Audience
The partnership arrives during an extraordinary period of global growth for Formula 1.
The championship continues to attract new audiences across television, digital media and entertainment, with younger fans embracing the personalities, technology and lifestyle surrounding the sport.
The Belgian Grand Prix demonstrated this momentum with record attendance throughout the weekend, welcoming approximately 400,000 spectators including members of European royalty, international celebrities and influential figures from fashion, entertainment and business.
For Moët & Chandon, this expanding audience represents more than increased visibility. It reinforces the Maison’s position as the authentic Champagne of Formula 1, a relationship built on decades of shared history rather than recent sponsorship alone.
Company research has indicated that consumer recognition of Moët & Chandon as Formula 1’s Champagne has strengthened significantly since the partnership’s return, reflecting the natural connection between the iconic Maison and the world’s premier motorsport championship.
Looking Towards the Future
While celebrating its remarkable heritage, Moët & Chandon continues to look ahead.
The Champagne industry faces evolving challenges, from changing consumer behaviour to the growing impact of climate change on vineyards and harvests. Innovation, sustainability and adaptability have therefore become central priorities alongside preserving centuries of winemaking tradition.
Similarly, Formula 1 continues to evolve through technological innovation, sustainability initiatives and increasingly immersive fan experiences.
The partnership between LVMH, Moët & Chandon and Formula 1 reflects this shared philosophy. It honours history while embracing new ideas, ensuring that every celebration, every handcrafted detail and every unforgettable podium moment continues to inspire future generations.
At Spa-Francorchamps, victory was measured not only in lap times but in craftsmanship, hospitality and emotion. From artisan demonstrations and exclusive culinary journeys to historic trophies and iconic Champagne celebrations, Moët & Chandon once again proved that excellence is not simply about crossing the finish line first. It is about creating experiences that endure long after the chequered flag has fallen.
Written By: Lydia Kelly
Published: 22nd July 2026