Formula One has expanded its collaboration with the LVMH Group, adding French Bloom to its official partnership portfolio.
Contract:
- French Bloom becomes official non-alcoholic sparkling wine partner
- Brand to be served across Paddock Club, F1 Garage and other hospitality spaces
Context:
When LVMH struck its landmark ten-year deal with Formula One, perhaps few would have expected the luxury goods conglomerate to spotlight its wine and spirits division. After all, extensive alcohol promotion in the world’s premier motorsport presents reputational challenges given the sensitivities around drink-driving.
French Bloom is the first non-alcoholic brand to be backed by LVMH-owned Moët Hennessy. Unlike other companies offering alcohol-free alternatives in the sport, French Bloom does not produce an alcoholic counterpart to its sparkling wine. Still, the association with alcohol is difficult to separate, particularly given the previous additions of Belvedere, Whispering Angel and Glenmorangie to Formula One’s partnership portfolio.
Some argue that alcohol-free branding serves as stealth marketing for its alcoholic counterparts, meaning the series must tread carefully – particularly as its younger, more health-conscious fanbase continues to grow.
Comment:
“We are delighted to add French Bloom to our ever-expanding list of Moët Hennessy brands partnering with the sport,” said Emily Prazer, chief commercial officer of Formula One.
“The addition of French Bloom brings further variety to our hospitality beverages portfolio allowing us to cater for all guests and offer them an elevated real sense of luxury when they attend a Grand Prix.”
Maggie Frerejean-Taittinger, co-founder of French Bloom, added: “We are thrilled to partner with Formula One to usher in a new era of celebration—one that looks boldly to the future and is defined by excellence in every detail.
“Our sparkling cuvées unite centuries of French winemaking savoir-faire with cutting-edge innovation, offering a sophisticated alcohol-free sparkling for those who lead with intention and set the pace for what’s next.”
Coming next:
The announcement comes ahead of this weekend’s Italian Grand Prix at Monza Circuit, which takes place from 5th to 7th September.
Go deeper:
- Heineken, Peroni and Estrella Galicia: The rise of non-alcoholic beer sponsorships in F1
- Breaking down F1’s 2025 sponsorship portfolio
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