Moët Hennessy has leveraged parent company LVMH’s ten-year tie-up with Formula 1 for its Moët & Chandon champagne brand.
Moët & Chandon will assume ‘official champagne’ status for Formula 1, visible most prominently on the traditional podium champagne spray. The arrangement comes four months after LVMH became a global partner of the race organiser.
The champagne brand will also be a named sponsor of the Formula 1 Moët & Chandon Belgian Grand Prix 2025 in July.
Moët & Chandon appears to have replaced Italian sparkling wine group Ferrari Trento’s namesake brand, which signed an extension to its partnership back in 2022. It is unclear what the Moët & Chandon deal means for the Ferrari Trento arrangement, which was scheduled to run “to the end of the 2025 season”.
Global Drinks Intel has contacted Formula 1 for clarification.
Formula 1 CEO Stefano Domenicali said today (5 February): “The return of Moët & Chandon to the podium strengthens further the bond of our innovative partnership with LVMH and we cannot wait to toast this extraordinary collaboration together.”
Last week, Moët Hennessy brought the curtain down on a particularly tough year, posting an 8% sales fall for 2024. The three months to the end of December were impacted by what the company called the “post-Covid normalisation of demand” for the champagne and cognac categories that commenced in 2023.
