Moet Hennessy’s alcohol-free sparkling wine brand joins F1

CHAMPAGNE and Formula One have a long history together on the winners podium, but it’s one that’s not ideal for spectators who want to drive themselves home after the race. Moet Hennessy is changing that with a new alcohol-free sparkling wine partnership with F1, announced Thursday (Sep 4).

Its French Bloom brand will now be served in all Paddock Clubs, the F1 Garage and other locations at each F1 race. The agreement is part of a 10-year multi-brand sponsorship deal with parent LVMH Moet Hennessy Louis Vuitton SE, potentially worth more than US$1 billion.

“When we released our first cuvees in 2021, I think none of us on the founding team could have ever even imagined that we would be making this announcement with Formula One – I don’t think at that time as well F1 would’ve even considered it,” says Maggie Frerejean-Taittinger, who co-founded French Bloom in 2019 with the model Constance Jablonski. “But there’s been so much evolution in the sport, as well as in the non-alcoholic (NA) space, over these few years.”