Formula One has announced that Glenmorangie will join its partnership portfolio as part of the series’ ten-year deal with LVMH Group.
Contract:
- Glenmorangie is named as the official whisky of Formula One
- Partnership launched in collaboration with Hollywood actor Harrison Ford
Context:
Glenmorangie becomes the sixth brand under the LVMH Group umbrella to join Formula One, continuing the luxury goods conglomerate’s trend of promoting its alcohol portfolio. So far, Moët Hennessy, Belvedere and Whispering Angel have all been integrated into the sport in various capacities.
LVMH’s expansion in Formula One has largely centred around the hospitality space, aligning with its luxury positioning. The series now boasts an official champagne, vodka, rosé, and whisky – marking a notable commercial shift for a sport that has traditionally been cautious about associating alcohol with driving.
Comment:
“As part of our ten-year deal with LVMH, we are delighted to welcome Glenmorangie from the Moët Hennessy Maisons collection as the official whisky of Formula One,” said Emily Prazer, chief commercial officer at Formula One.
“We have both been mastering our craft for many years, and we share a commitment to refinement and perfection delivered over time.
“With our mutual respect for tradition, it is absolutely fitting that we are launching our collaboration at the Formula One British Grand Prix at Silverstone – the circuit that hosted our first race 75 years ago – and from there around the world for many years to come.”
Coming next:
This weekend’s British Grand Prix at Silverstone Circuit will host a Glenmorangie experience showcasing cocktails and the Eagle Speedster Jaguar E-Type used by Ford in an advert for the whisky brand.
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