The return of (real) champagne to F1 podiums: Moët & Chandon replaces Ferrari in 2025

Moët & Chandon becomes the Official Champagne of Formula 1 again. This return is part of the historic ten-year partnership between F1 and LVMH, further strengthening the association of sport and luxury in a spectacle where performance goes hand in hand with prestige. To mark the event, Moët & Chandon will also take the role of title partner for the 2025 Belgian Grand Prix.

The history between Moët & Chandon and Formula 1 dates back to the beginnings of F1. As early as 1950, during the first season of the Formula 1 World Championship, champagne was already associated with the winners’ festivities. This tradition was initiated by Paul Chandon-Moët and his cousin, Count Frédéric Chandon de Briailles, who invited Juan Manuel Fangio to raise his glass after his victory at the French Grand Prix. This gesture has continued over the decades, immortalized by sports legends such as Ayrton Senna, Niki Lauda, Alain Prost, and Michael Schumacher. However, Moët & Chandon has not always reigned on the podiums of Formula 1. Over the years, other prestigious houses have held this place of honor, each bringing its own exceptional touch to the celebrations.

Mumm, Carbon then Ferrari Trento

Before the return of Moët & Chandon, another name well-known to wine enthusiasts had taken place on the podiums: Ferrari Trento. This Italian sparkling wine, produced in the Trentino region, had replaced the Carbon brand in 2021. A choice that, while it might have initially surprised since champagne as such was no longer, allowed Ferrari Trento to build its reputation in the world of sparkling wines.

Before Ferrari Trento, it was the French house Carbon that held this position between 2017 and 2020. This champagne, young but bold, stood out for its resolutely modern approach and its exclusive carbon fiber packaging, a direct nod to the world of F1.

If this alliance between Carbon and the discipline marked a new era, it was the house of Mumm that had, before it, made the podiums vibrate for more than fifteen years, from 2000 to 2016. With its iconic red ribbon, Mumm had become the symbol of victory celebrations, so much so that its absence was long regretted by some purists of the sport.

And if we go even further back, it was Moët & Chandon that reigned supreme before the arrival of Mumm. The circle is thus complete, with the return of the champagne that saw the birth of the tradition of spraying bubbles on the podium. Because yes, before 1966, no winner thought of spraying the crowd or their rivals. It was Jo Siffert, winner of the 24 Hours of Le Mans that year, who unintentionally started this tradition by opening a bottle heated by the sun, causing a spontaneous eruption of the golden liquid. A year later, Dan Gurney took up the idea by splashing everyone after his victory at Le Mans, giving birth to a ritual that Formula 1 would adopt permanently.

The 100 million euro partnership of LVMH

The return of Moët & Chandon to Formula 1 is not just a matter of bubbles. It also symbolizes a broader association between the discipline and LVMH, the luxury giant, which becomes a major partner of the championship. This alliance highlights the upscale shift of F1, aiming to enhance its image to an ever more demanding audience. The Arnaud family group spent 100 million euros to promote its brands in the F1 World Championship. Louis Vuitton, in particular, announced its participation in the show by providing the transport cases for the trophies and becoming the title sponsor of the first Grand Prix of the 2025 season.

« The tradition of the podium toast is one of the most iconic moments in our sport, and we are thrilled to welcome Moët & Chandon back as the Official Champagne of Formula 1. This partnership celebrates the history, emotion, and excellence that unite Formula 1 and Moët & Chandon, in a perfect combination of performance and refinement, in this very special year as we celebrate our 75th anniversary. The return of Moët & Chandon to the podium further strengthens the bond of our innovative partnership with LVMH, and we look forward to celebrating this exceptional collaboration together. » commented Stefano Domenicali in a statement.

For her part, Sibylle Scherer, President of Moët & Chandon, sees much more in this partnership than just a commercial agreement: “We are honored and excited to once again be the Official Champagne of Formula 1, celebrating a shared history of collective triumphs and dedication since the 1950s. We pay tribute to the extraordinary teamwork, limitless precision, and quest for excellence that drive both motorsport and our craftsmanship. This partnership is a tribute to the unity and shared successes of inspiring drivers, their dedicated teams, and the global community that supports them.”

Champagne is therefore back in F1.