Moët Hennessy has tapped into parent company LVMH’s decade-long partnership with Formula 1 to promote its Belvedere vodka brand.
Belvedere will debut as Formula 1’s ‘official vodka,’ marking its first involvement with motor racing. This comes just four months after LVMH became a global partner of the race organiser, and one month after Moët & Chandon secured ‘official champagne’ status.
The vodka brand is also set to host an “official afterparty” of the Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne, which will kick off this year’s season on 16 March. Additionally, Belvedere will be served in hospitality spaces throughout the season.
“I am immensely proud of the partnership between Belvedere and Formula 1,” said Belvedere CEO Francois-Xavier Desplancke. “Our mutual dedication to innovation, expertise and precision naturally aligns our brands, creating a truly exceptional alliance.”
Earlier this week, Pernod Ricard’s Chivas Brothers scotch whisky division teamed up with Formula 1 star Charles Leclerc for the latest marketing push for Chivas Regal.
