In a nod to tradition, Moet & Chandon has been confirmed as Formula One’s official champagne provider, marking the return of French champagne to the podium after a four-year hiatus during which Italian sparkling wine was used for celebrations.
The announcement was made on Wednesday, with the luxury brand also becoming the title sponsor of the Belgian Grand Prix at Spa-Francorchamps in July.
The partnership is part of a broader 10-year sponsorship deal between LVMH, the French luxury conglomerate, and Liberty Media-owned Formula One, announced in October 2023. The deal also includes LVMH brands Louis Vuitton and TAG Heuer. TAG Heuer has replaced Rolex as the official timekeeper, while Louis Vuitton is a partner of the sport and the title sponsor of the season-opening Australian Grand Prix in Melbourne in March.
A Return to Tradition
Moet & Chandon’s return to Formula One revives a partnership that began in 1966 and lasted until 2000. The brand replaces Ferrari Trento, the Italian winemaker that has served as the “official toast of Formula One” since 2021. The move coincides with Formula One’s celebration of the 75th anniversary of the championship this year.
The Origins of the Champagne Tradition
The tradition of spraying champagne in motorsport dates back to 1966 at the 24 Hours of Le Mans, when Swiss driver Jo Siffert accidentally sprayed spectators after the cork shot out of a bottle warmed by the sun. The following year, American winner Dan Gurney deliberately recreated the moment by shaking the bottle, cementing the practice as a celebratory ritual.
In Formula One, the tradition began in 1950 when Juan Manuel Fangio, the winner of the French Grand Prix at Reims, was awarded a bottle of Moet. The iconic act of spraying champagne on the podium, however, was popularized by Jackie Stewart after his victory at the 1969 French Grand Prix in Clermont-Ferrand. Stewart recounted the moment in his memoirs, explaining how the champagne foamed out due to the heat, leading him to spin around and spray it in all directions. “Everyone was enjoying the spectacle, and so an F1 tradition was born,” he wrote.
Cultural Sensitivity in the Middle East
While champagne is a staple of podium celebrations in most races, rose water is used in place of alcohol at Grand Prix events held in the Middle East, reflecting cultural sensitivities in the region.
LVMH’s Growing Influence in Formula One
The partnership with Moet & Chandon is part of LVMH’s broader strategy to strengthen its presence in Formula One. TAG Heuer’s role as the official timekeeper and Louis Vuitton’s sponsorship of the Australian Grand Prix highlight the luxury group’s commitment to aligning its brands with the glamour and global appeal of the sport.
As Formula One continues to expand its global audience, the return of Moet & Chandon to the podium adds a touch of elegance and nostalgia to the celebrations, reminding fans of the sport’s rich history and traditions.
