Formula 1 is far more than a sport. It is a global luxury ecosystem, a playground for the world's most exclusive brands, and one of the most powerful commercial showcases in existence. In the paddocks of Monaco, Singapore, or Abu Dhabi, premium champagnes, fine wines, and spirits occupy a central place: in team hospitality suites, during podium ceremonies, in circuit VIP lounges, and aboard the private jets that carry celebrities from one Grand Prix to the next. For producers and premium beverage houses, F1 represents an unmatched visibility channel reaching a global ultra-wealthy audience.
The association between Formula 1 and champagne dates back to the 1950s. It was in 1967, on the podium at Zeltweg in Austria, that Jo Siffert inaugurated the champagne spray ritual, a tradition that has since become one of the most iconic symbols of world motorsport. For decades, Moët & Chandon was the official podium partner of F1, before being replaced from 2021 to 2024 by Ferrari Trento, an Italian sparkling wine — only circuits located in the Champagne region can legally use the appellation on podiums. From the 2025 season, Moët & Chandon returns to the podiums as part of a historic 10-year partnership with LVMH, with the traditional 3-litre Jéroboams back for the champagne shower.
Beyond the podium, the F1 universe consumes champagne and premium wines at an impressive scale. Each Grand Prix mobilises hundreds of thousands of bottles across hospitality suites, VIP lounges, partner events, and team parties. Monaco remains the absolute symbol of this alliance: the Monte Carlo Grand Prix is arguably the sporting event in the world with the highest champagne concentration per square metre.
This tradition has become one of the most recognisable rituals in world sport. The 3-litre Jéroboam, imposing, difficult to control, spectacular in its projection, is as iconic as the winner's trophy itself. Each bottle opened on the podium exposes the brand to tens of millions of television viewers in a matter of seconds, making it one of the most powerful beverage placements in global sport.
The Paddock Club, Formula 1's official VIP space, is one of the most selective premium beverage consumption environments in existence. At every circuit on the world calendar, it hosts several thousand ultra-wealthy guests in a first-class gastronomic setting. Wine lists and champagne selections are curated with the care of a starred restaurant, and partnerships with major houses represent significant commercial contracts.
Beyond the official Paddock Club, each team develops its own hospitality offering for its partners and sponsors. The motorhomes of major teams such as Mercedes, Ferrari, Red Bull, and McLaren are effectively luxury restaurants where the wine and spirits selection reflects the expectations of guests. These hospitality structures generate regular, predictable demand across the 23 Grands Prix of the annual calendar.
Head sommeliers hired by teams or official hospitality providers select references and manage supply across the entire global calendar. Event agencies specialising in luxury sports orchestrate hospitality packages and negotiate partnerships with champagne and wine houses. Importers and local distributors play a key role in each Grand Prix host country, ensuring the supply of international references in compliance with local customs regulations. Finally, PR and marketing managers at major champagne and spirits houses work actively to secure product placements in VIP spaces and on podiums.
Team partnerships: becoming an official wine or champagne supplier to an F1 team offers worldwide visibility across 23 Grands Prix per year and direct access to a high-value international corporate clientele.
Paddock Club listing: integrating the official beverage selection of the Formula 1 Management Paddock Club is a structuring contract for a champagne house or fine wine producer, with regular volumes and an incomparable image platform.
Monaco Grand Prix: presence in yachts, luxury hotel suites, and private events held around the Grand Prix, which concentrates one of the highest densities of ultra-high-net-worth individuals anywhere in the world.
Emerging market circuits: the Singapore, Abu Dhabi, Miami, and Las Vegas Grands Prix are priority markets for premium beverages, with affluent local clienteles and growing appetite for French champagnes and fine wines.
F1-associated communications: the F1 lifestyle is one of the strongest performing universes on high-end social media and luxury media. Associating a brand with this world generates resonance among a young, affluent global audience.
Corporate gifts and limited editions: team sponsors regularly offer F1-branded wines and champagnes to their clients. Limited edition coffrets in team colours represent very high added-value products.
Moët & Chandon, Épernay, France: official Formula 1 podium partner from the 2025 season, as part of a 10-year contract with LVMH. Moët Jéroboams are back on the podiums after 4 years of absence, continuing the champagne shower tradition born in 1967.
Heineken, Amsterdam, Netherlands: official beer partner of F1 and sponsor of several Grands Prix, with a massive presence in circuits and VIP areas.
Diageo / Johnnie Walker, London, UK: official spirits partner of Formula 1, with a presence across the full calendar and communications linked to responsible consumption.
Taittinger, Reims, France: champagne house and partner of the Monaco Grand Prix for many years, emblematic of the alliance between elite motorsport and prestige champagne.
Formula 1 Management (FOM), London, UK: official championship organiser, Paddock Club manager, and central contact for any beverage partnership across the full calendar.
Teamwork Food, UK: historic provider of official Formula 1 hospitality, responsible for catering and beverage selections in the Paddock Club across multiple circuits.
Garage Italia, Milan, Italy: Ferrari F1-associated lifestyle agency orchestrating exclusive gastronomic and wine experiences for Scuderia partners at European circuits.
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