F1 partners with another LVMH brand as Volcan de mi Tierra named official tequila

• Volcan has been official tequila partner of Las Vegas Grand Prix since 2023
• F1 now has an official champagne, vodka, rosé, whisky, non-alcoholic sparkling wine and tequila

Formula One has announced that Volcan de mi Tierra, the premium tequila brand owned by LVMH, as its official tequila.

The new partnership marks the latest collaboration between the series and luxury goods conglomerate following a ten-year agreement signed last year.

Volcan de mi Tierra expands on its existing presence in Formula One, having served as the official tequila partner of the Las Vegas Grand Prix since 2023. Volcan will now expand its presence in Formula One-operated hospitality spaces for the remainder of the 2025 season.

“Formula One has always been a symbol of prestige and excellence,” said Emily Prazer, chief commercial officer of Formula One.

“We’re thrilled to welcome Volcan de mi Tierra as the official tequila of Formula One. When the brand first partnered with the Las Vegas Grand Prix, it was clear that they shared Formula One’s vision for innovation, craftsmanship and sophistication. We are excited to build on the success of the recent years and take this collaboration to the next level.”

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Santiago Cortina Gallardo, chief executive and co-founder of Volcan de mi Tierra, added: “We are delighted to witness Volcan de mi Tierra reach the global stage with Formula One.

“Our brands champion those who rise to every challenge, push past their limits, and embrace their inner fire. Tequila lovers and motorsport enthusiasts demand the best – and that’s exactly what they get with Volcan de mi Tierra.”

The move continues the trend of alcohol brands securing official designations within Formula One’s partnership portfolio. The championship now counts an official champagne, vodka, rosé, whisky, non-alcoholic sparkling wine and, with this announcement, tequila among its wider partners.

While critics may raise concerns about Formula One’s close ties to alcohol brands, it seems the series is being strategic in how it promotes these associations. Official champagne Moët Hennessy receives regular publicity, while the other brands are primarily targeted at hospitality spaces.