French Bloom has become the fifth Moët Hennessy brand to capitalise on the company’s parent’s sponsorship arrangement with Formula 1.
The non-alcoholic sparkling wine, in which Moët Hennessy bought a minority stake almost exactly a year ago, will take on the moniker ‘official alcohol-free sparkling wine partner’ of the motor racing organiser. French Bloom joins single malt Glenmorangie, rosé wine Whispering Angel, Moet & Chandon champagne and Belvedere vodka in leveraging LVMH’s ten-year deal with F1, which commenced 13 months ago.
French Bloom’s presence will be felt from the next race in the 2025 season, in Italy this weekend. The brand will feature “across all Formula 1-operated ‘Paddock Clubs’ and the ‘F1 Garage’ and … other hospitality spaces”, according to Formula 1.
In results from the three months to the end of June, announced in late July, Moët Hennessy reported a 4% decline in sales versus the corresponding period a year ago. For the first half of 2025, the company’s top-line stood at -7% following a particularly challenging Q1.
