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Top Beverage Brands Are Racing to Partner With Formula 1

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Top Beverage Brands Are Racing to Partner With Formula 1

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Since the start of Formula 1 in 1960, celebratory toasts have been deeply intertwined with the culture of racing. Scenes of Ayrton Senna, Michael Schumacher, Nigel Mansell and Alain Prost celebrating their historic wins have now become some of the most recognizable iconography associated with the sport. From victorious Champagne sprays to the legendary post-race parties held across the racing calendar, beverage brands and their associated triumphs on and off the podium have remained in the spotlight. And who could forget recently retired Daniel Ricciardo‘s popularization of the “shoey” — drinking Champagne out of a shoe (as seen for the first time at the 2016 German Grnad Prix). As Formula 1 has gone full throttle and become a large part of the global cultural zeitgeist — especially in the U.S. — a wide spectrum of beverage brands have become the top partners in the sport. Spirit to alcoholic brands alike have become official partners with Formula 1 itself, the individual races and the 10 teams while also tapping its drivers for brand ambassadorships. Here, a roundup of the major beverage brands that are tapping into Formula 1. This list will be continuously updated. Belvedere Image Credit: Courtesy of Belvedere Belvedere Vodka announced its partnership with Formula 1, making it the first official vodka partner for the 2025 season and beyond. This is just the latest of the LVMH-owned brands to partner with Formula 1 ahead of its 75th anniversary season. The brand said the pursuit of excellence, innovation and exceptional performance is a key ethos of both brands, with their shared “dedication to pushing boundaries and delivering the highest standards of luxury and achievement.” Formula 1’s president and chief executive officer of Formula 1, Stefano Domenicali, said Belvedere’s entry into the world of motorsports partnership highlights the strength of LVMH’s decade-long partnership. “I am immensely proud of the partnership between Belvedere and Formula 1,” said Francois-Xavier Desplancke, president and CEO of Belvedere Vodka. “Our mutual dedication to innovation, expertise and precision naturally aligns our brands, creating a truly exceptional alliance. In the high-octane world of Formula 1, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment. Formula 1 isn’t just about speed; it’s about spectacle. And where there’s a race, there will be always a reason to honor the excitement of the sport, from off track to beyond.” Moët & Chandon Image Credit: Courtesy Photo Moët & Chandon has come full circle to sponsor Formula 1 and named its official Champagne. Dan Gurney, American motorsports driver and winner of Le Mans in 1967, shook and sprayed his jeroboam bottle of Moët & Chandon — and thus, the tradition for drivers to douse each other in celebratory fizzy sprays was born. Over the decades of Formula 1, the French Champagne brand has been linked to the celebrations of racing legends, including Sir Jackie Stewart, Ayrton Senna, Niki Lauda, Alain Prost, Mika Häkkinen and Michael Schumacher. Notably, Moët & Chandon has also announced its title partnership at the 2025 Formula 1 Moët & Chandon Belgian Grand Prix at the Circuit of Spa-Francorchamps. “The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome once again Moët & Chandon as the official Champagne of Formula 1,” said Stefano Domenicali, president and CEO of Formula 1. “This partnership celebrates the history, emotion and excellence that bind Formula 1 and Moët & Chandon, in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary.” Chivas Regal Image Credit: © Mark Cocksedge Ahead of the 2024 Las Vegas, Scuderia Ferrari and Chivas Regal announced their multiyear partnership — the Scottish whisky company is an official team partner of the historic Italian racing team from 2025 onwards. “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship — founded on years of tradition, while constantly evolving,” said Frederic Vasseur, team principal at Scuderia Ferrari. “Together, we share the desire to progress and set the benchmark in our respective fields of endeavor. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.” Independent of the team partnership, Ferrari driver Charles Leclerc was also named the spirit company’s new global ambassador. Leclerc, a self-taught piano player who’s released music over the years, is hosting a one-night-only piano bar pop-up with Chivas Regal called “Leclerc’s” on Tuesday at the upcoming Australian Grand Prix to merge together the worlds of music and whisky. “It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership,” said Nick Blacknell, global marketing director of Chivas Regal at Chivas Brothers. Almave Image Credit: Courtesy of Almave At the 2023 Mexico Grand Prix, Lewis Hamilton sent fans into a tizzy when he took a sip of his newly launched nonalcoholic spirit Almave — he also accessorized his paddock looks by carrying a bottle of his two options, Almave Ámbar and Almave Blanco with him into the paddock. Hamilton worked and cofounded the company with Iván Saldaña, a master distiller at Casa Lumbre and the investment firm Copper, to launch the venture. “I’ve always loved tequila for its taste, but there are times when I don’t want the alcohol part of the deal and I know that there is a growing group of people who want the same,” Hamilton previously told WWD. Over the past two years, Hamilton has hosted a slew of fan activations during the Miami Grand Prix and the Las Vegas Grand Prix race weekends. In October 2024, Pernod Ricard acquired a minority stake in the company. “With Almave, Lewis Hamilton and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste and positioning,” said Alexandre Ricard, chairman and CEO of Pernod Ricard. “Agave is a highly sought-after category across the world. Having a non[alcoholic] proposition in our Premium portfolio that pays full tribute to the craft and savoir-faire of its traditional distillation makes it a true gem. I’m very excited to see Pernod Ricard support the development and fulfil the true potential of Almave.”

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