After a brief break, Moët & Chandon is rejoining Formula 1 as the official champagne partner, marking the start of a new chapter in the brand’s history with motorsport.
Courtesy of Moët & Chandon
When Max Verstappen, Lando Norris, and Oscar Piastri celebrated their victories at the Italian Grand Prix, their immediate reaction was to grab a chilled Moët & Chandon bottle. As champagne corks popped and sprays soaked everyone around, it felt like a mix of nostalgia and a new beginning. Moët & Chandon, returning after a 26-year absence as the Official Champagne of Formula 1, saw this event as a significant homecoming.
Sibylle Scherer, CEO of Moët & Chandon, emphasized the connection between sport and the brand: “Victory and celebration embody who we are, and our history in motorsport is long-standing.” Moët held this partnership from 1950 to 1999, forming a profound bond with racing culture.
Champagne has been synonymous with motorsport for nearly a century, but Moët & Chandon holds a unique place within this tradition. The act of spraying champagne to celebrate victories was popularized by Moët in the 1930s and became a fixture with drivers like Juan Manuel Fangio, who famously showered spectators with champagne at the inaugural Formula 1 race in 1950. This moment sparked a global tradition of triumph celebrated with champagne.
Over the years, iconic champions such as Niki Lauda and Michael Schumacher have become associated with Moët’s celebratory spray, a vibrant image of victory and joy. Scherer remarked, “Formula 1 and Moët & Chandon have shared a journey since the beginning, so returning now is a remarkable honor.”
Looking toward the future, Scherer highlighted the importance of legacy: “At Moët & Chandon, we focus on blending a grand past with an exciting future.” Their commitment to celebrating the sport’s history was showcased during a dinner honoring the legendary driver Sir Jackie Stewart—known not only for his wins but also for his role in advancing safety standards in racing.
The collaboration with Formula 1, aligned with LVMH’s luxury presence, underscores a commitment to excellence. The Italian Grand Prix was a platform not just for visibility, but also for deepening the brand’s connection with fans. “With significant partnerships, like Moët & Chandon’s, we aim for a lasting and impactful presence in the sport,” Scherer noted.
As Moët prepares for a decade-long partnership in Formula 1, the brand reconnects with the joy of celebration—a theme that resonates deeply within the sport. “Celebration is the essence of our identity. Formula 1 thrives on commemorating victory, and Moët is there to enhance those magical moments,” Scherer concluded. Moët is revitalizing its legacy, set to once again be synonymous with the jubilant celebrations of champions in Formula 1.
