The 2025 Formula 1 season is set to reintroduce a classic to victory celebrations: French champagne. After nearly two decades without the bubbles from the Champagne region, the iconic Moët & Chandon has been selected to replace the Italian Ferrari Trento sparkling wine, marking a historic return to the podium. The change, already rolled out during pre-season testing in February, stems from a billion-dollar partnership between Formula 1 and LVMH, the parent company of the French maison, valued at approximately US$ 1 billion (R$ 5.7 billion). Alongside this, the deal ushers in Tag Heuer, another LVMH brand, as the official timekeeper, displacing Rolex.
The return of champagne has stirred excitement among motorsport fans, who link the drink to unforgettable moments in the sport’s history. Produced near Epernay, about 250 kilometers from the Spa circuit in Belgium, the Moët & Chandon label will also lend its name to the Moët & Chandon Belgian Grand Prix. This choice underscores the synergy between French luxury and the glamour of Formula 1, which has long aligned itself with prestigious global brands.
This shift ends the tenure of Ferrari Trento, an Italian sparkling wine that graced podiums since 2021. Crafted by the Lunelli family, it elevated Italy’s standing in the sparkling wine market, but it now steps aside for one of the world’s most recognized luxury labels.
A bubbly history on the track
Moët & Chandon’s presence in Formula 1 is steeped in tradition. Its connection to motorsport dates back to 1936, when Italian driver Tazio Nuvolari celebrated a win with one of the maison’s bottles. Over the decades, the champagne accompanied triumphs by legends like Ayrton Senna, Michael Schumacher, Alain Prost, and Niki Lauda, becoming a symbol of glory on the circuit. The iconic “spray” tradition, now a podium staple, began in 1967 when American Dan Gurney shook a bottle and doused the crowd—an act of exuberance that became a lasting ritual.
Crafted from grapes grown on the slopes of the Rems mountain near Epernay, the champagne adheres to strict French regulations to earn its prestigious designation. The flagship Moët Impérial blends 30% to 40% Pinot Noir, 30% to 40% Meunier, and 20% to 30% Chardonnay. In the glass, it reveals a golden hue with green reflections, fine bubbles, and aromas ranging from green apple to brioche notes derived from meticulous fermentation.
In Brazil, a 750 ml bottle of Moët & Chandon averages around R$ 500, a price reflecting its luxury status. Its return to Formula 1 reinforces a reputation built over nearly three centuries as a hallmark of celebration and refinement.
Luxury business speeds up in Formula 1
The LVMH-Formula 1 partnership extends beyond champagne. Valued at US$ 1 billion, the agreement also positions Tag Heuer as the official timekeeper, a role previously held by Rolex for years. The shift debuted during pre-season testing in late February, signaling a new chapter in the sport’s branding strategy. LVMH, which owns brands like Louis Vuitton, Dior, and Givenchy, aims to deepen its footprint in global sporting events, and Formula 1’s millions of viewers make it an ideal stage.
The Belgian Grand Prix, now renamed the Moët & Chandon Belgian Grand Prix, highlights the geographic tie between Spa and the Champagne region. Situated roughly 250 kilometers from Epernay, the legendary circuit adds symbolic weight to the partnership. Spa’s reputation as one of the calendar’s most iconic and demanding tracks further elevates the collaboration.
For drivers, the champagne’s return adds a nostalgic flair. Stars like Lewis Hamilton and Max Verstappen, accustomed to spraying sparkling wine in recent years, will now wield bottles tied to the celebrations of their predecessors. The move aligns with Formula 1’s growing commercial appeal and its push to reconnect with its luxurious roots.
What sets the podium champagne apart
Made from a blend of Pinot Noir, Meunier, and Chardonnay, the Moët Impérial is the maison’s flagship offering and will star in Formula 1 celebrations. Its balanced profile features crisp acidity and fruity notes that evolve into hints of nuts and fermentation. The mousse—its bubble structure—is dense and persistent, a key trait for the victorious spray.
Globally, Moët & Chandon ranks among the top-selling champagnes, with annual production reaching millions of bottles. The proximity of Epernay’s vineyards to Spa also streamlines logistics for the Belgian race, ensuring fresh bottles reach the podium. In Brazil, its premium pricing aligns with its high-end positioning, though its Formula 1 spotlight is likely to boost demand further.
Fans are already buzzing about the visual impact of the champagne’s return. Unlike the Italian sparkling wines, which produce a less structured foam, Moët’s bubbles promise a more dramatic spray, shimmering under the global broadcast lights.
Timeline of changes for the season
The champagne’s comeback is part of a broader set of updates for 2025. Here’s a rundown of key dates and events tied to the partnership:
- February: Pre-season testing marks the debut of Tag Heuer as the official timekeeper and Moët & Chandon in promotional events.
- March: The season kicks off, with champagne flowing on the podiums of the opening races.
- August: The Moët & Chandon Belgian Grand Prix in Spa showcases the drink as the event’s centerpiece.
- November: The season wraps up, cementing the LVMH-Formula 1 collaboration.
These shifts coincide with technical regulation changes aimed at boosting on-track competition. The return of a Brazilian driver to the grid after years away adds another layer of anticipation for the season.
A legacy of victories and traditions
Revisiting Moët & Chandon’s role in Formula 1 is a journey through the sport’s golden moments. Drivers like Jackie Stewart, a three-time world champion, and Mika Häkkinen, who dominated the late 1990s, hoisted the maison’s bottles on their podiums. Ayrton Senna, a Brazilian icon, also marked his wins with the French champagne, creating images that still resonate with fans.
The spray tradition, sparked by Dan Gurney, turned popping a bottle into a spectacle of its own. Today, it’s as anticipated as the national anthems of the winners, and Moët & Chandon’s return is poised to elevate the ritual. The choice reflects a bid to revive a sense of glamour some felt had faded in recent seasons.
The shift’s ripple effects extend off the track. Formula 1’s global reach is expected to drive Moët & Chandon sales, particularly in emerging markets like Brazil, where motorsport’s popularity surges with a local driver back in the mix.
Fun facts about champagne in racing
Champagne’s role in Formula 1 comes with lesser-known stories. Here are some highlights:
- The first recorded use of Moët & Chandon on a podium was in 1936, with Tazio Nuvolari.
- Podium bottles are oversized at 1.5 liters to ensure a longer-lasting spray.
- Before Ferrari Trento, other sparklers like Argentina’s Chandon briefly featured on the circuit.
- The ideal podium champagne temperature is 8°C, maintained by specialized coolers at the tracks.
These tidbits reveal how deeply the drink is woven into motorsport culture, enhancing the Grand Prix experience.
What to expect from 2025 podiums
As the season nears, Moët & Chandon’s presence is generating buzz among racing and wine enthusiasts alike. The blend of French bubbles and victory thrills is set to brighten podiums, especially at storied circuits like Monaco and Silverstone. The Spa race in August will be the partnership’s pinnacle, with champagne likely stealing the show alongside the cars.
Swapping Ferrari Trento for Moët reflects a strategic pivot for Formula 1, aiming to reconnect with its premium audience. While the Italian sparkler brought freshness, the French champagne restores a tradition many see as core to the sport’s identity.
For Brazilian fans, the change carries extra weight with a national driver returning to the grid. The prospect of a compatriot lifting a Moët & Chandon bottle could echo Senna’s feats, reigniting the country’s love for the sport.
