Champagne and Formula One have a long history together on the winners podium, but it’s one that’s not ideal for spectators who want to drive themselves home after the race. Moët Hennessy is changing that with a new alcohol-free sparkling wine partnership with F1, announced Thursday.
Its French Bloom brand will now be served in all Paddock Clubs, the F1 Garage and other locations at each F1 race. The agreement is part of a 10-year multi-brand sponsorship deal with parent LVMH Moët Hennessy Louis Vuitton SE, potentially worth more than $1 billion.
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