Moët & Chandon Revs Up Formula 1 Return, Reigniting a Legacy of Party
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MONZA, ITALY – September 24, 2025 - Moët & Chandon is once again the official champagne of Formula 1, begining with a prominent presence at the Italian Grand Prix. This marks the rekindling of a historic association, promising a decade of celebratory moments on the podium and beyond. The partnership, announced earlier this year, signifies a strategic alignment between the luxury champagne house and the pinnacle of motorsport, aiming to elevate the fan experiance and reinforce both brands’ commitment to excellence.
The return is part of a broader, landmark global partnership between Formula 1 and luxury conglomerate LVMH, encompassing Louis Vuitton and TAG Heuer alongside Moët & Chandon. This 10-year agreement, valued at an undisclosed sum, isn’t merely a branding exercise, but a holistic integration of LVMH’s prestigious maisons into the fabric of F1. Celebration is at the heart of what we do,
explains Moët & Chandon representatives, Formula 1 is about celebrating victory, and Moët is there to craft those moments.
The collaboration impacts fans, drivers, and VIPs, extending from trophy presentations to exclusive paddock experiences.
A Decade of Partnership: Synergies and Symbolism
The alignment between Formula 1 and Moët & Chandon is rooted in shared values: a relentless pursuit of perfection, meticulous craftsmanship, and a dedication to creating unforgettable spectacles. According to Scherer, the partnership extends beyond simple visibility. LVMH has a 10-year contract with F1, and there are three big partners: Louis Vuitton, TAG Heuer, and Moët Hennessy,
he explained, So, it’s Moët Hennessy as a whole, but Moët & Chandon is the official champagne partner.
This allows for cross-brand synergies, exemplified by Louis Vuitton’s bespoke trophy cases and TAG Heuer’s precision timekeeping, all complementing Moët’s iconic celebratory sprays.
The Italian Grand Prix at Monza served as a full-scale debut for the renewed partnership. Guests at a Moët & Chandon dinner honoring Sir Jackie Stewart experienced the brand’s rich history with the sport, while VIPs enjoyed signature cuvées throughout the paddock. The champagne house’s presence was felt throughout the event, from the Parc Fermé to the podium, signaling a clear intention to reclaim its position as the definitive champagne of Formula 1 victories.
Moët’s return to F1 is a part of a larger partnership between the sport and LVMH, one that showcases the champagne alongside the Louis Vuitton and TAG Heuer maisons.
Courtesy of Moët & Chandon
Key Partnership Details
| partner | Brand | role |
|---|---|---|
| LVMH | Louis Vuitton | Trophy Cases |
| LVMH | TAG Heuer | Official Timekeeper |
| LVMH | Moët & Chandon | Official Champagne |
| Contract Length | 10 Years | Global Partnership |
Did You Know?
The tradition of champagne spraying on the Formula 1 podium dates back to the 1950s, though it wasn’t officially sanctioned until much later. Moët & chandon played a important role in popularizing this iconic celebration.
With Formula 1 celebrating its 75th anniversary in 2025, Moët & Chandon’s return feels particularly resonant. The podium toast, a globally recognized ritual embodying triumph and tradition, is now once again synonymous with the prestigious champagne house. The partnership aims to honor the history and refinement that have linked the two entities for decades, while also embracing innovation and a new era of motorsport.
Pro Tip:
Keep an eye out for special edition Moët & Chandon bottles and experiences throughout the Formula 1 season, celebrating key races and milestones.
Beyond brand visibility, Scherer emphasizes a deeper connection: an alignment of values-the precision, teamwork, and unwavering pursuit of excellence that define both champagne making and motorsport. Moët & Chandon’s return to Formula 1 isn’t just about celebrating wins; it’s about embodying the spirit of triumph itself.With a decade-long partnership ahead and a passionate global fanbase, Moët & Chandon is poised to once again shine brightly in the world of Formula 1.
What are your thoughts on the renewed partnership between Moët & Chandon and Formula 1? How do you think this collaboration will enhance the fan experience?
The Enduring Link Between Luxury and Motorsport
The association between luxury brands and Formula 1 is a long-standing tradition, reflecting the sport’s global reach, affluent audience, and association with prestige and innovation. Historically, champagne houses have been intrinsically linked to motorsport celebrations, symbolizing success and extravagance. This partnership represents a continuation of that legacy, amplified by the scale and ambition of the LVMH group. The trend towards increased brand integration in Formula 1 is expected to continue, with brands seeking to leverage the sport’s visibility and emotional connection with fans. Formula 1 Official Website
Frequently Asked questions About Moët & Chandon and Formula 1
- What is Moët & Chandon’s role in the Formula 1 partnership? Moët & Chandon is the official champagne of Formula 1, providing celebratory champagne for podium finishes and VIP experiences.
- How long is the partnership between Moët & Chandon and Formula 1? The partnership is a 10-year global agreement.
- What other LVMH brands are involved in the Formula 1 partnership? louis Vuitton and TAG Heuer are also central partners in the LVMH-Formula 1 collaboration.
- Where was the first major event showcasing the renewed partnership? The italian Grand Prix at Monza marked the first full-scale presentation of the partnership.
- Why is Moët & Chandon returning to Formula 1 now? The return signifies a strategic alignment of values and a celebration of the shared history between the brand and the sport.
