French Bloom become first official non-alcoholic sparkling wine brand for Formula 1

Formula 1 fans will be able to enjoy a luxury alcohol-free fizz wine this season, after French Bloom was named as the sports’ first official alcohol-free sparkling wine partner.

The premium alcohol-free sparkling wine brand, which is backed by Moet Hennessy, was launched in October 2021 by Maggie Frerejean-Taittinger provide a high end zero-alcohol sparkling wine to tap into the growing number of sober-curious consumers. Since launching its first sparkling wines in 2022, Le Blanc and Le Rosé – which retail for around £33-35 in the UK, it has gained exports to more than 28 countries worldwide and in 2024, LVMH’s wine and spirit division acquired a minority stake in the Maison.

It is these two skus that will be available in all Formula 1 operated Paddock Clubs and the F1 Garage, and other hospitality spaces.

The launch is the latest initiative in the decade-long partnership between Formula 1 and LVMH, which counts Moët & Chandon as the official champagne of Formula 1. The association goes back to the inaugural Formula 1 season in 1950, when Grand Prix fan Paul Chandon-Moët and his cousin, Count Frédéric Chandon de Briailles, invited the victor or the French Grand Prix, Juan Manuel Fangio to share a toast.

Maggie Frerejean-Taittinger, co-founder of French Bloom said the team were “thrilled” to partner with Formula 1 and usher in a new era of celebration that “looks boldly to the future and is defined by excellence in every detail.”

“Our sparkling cuvées unite centuries of French winemaking savoir-faire with cutting-edge innovation, offering a sophisticated alcohol-free sparkling for those who lead with intention and set the pace for what’s next,” she said.

Emily Prazer, chief commercial officer at Formula 1, added that the addition of French Bloom to the “ever-expanding list of Moët Hennessy brands partnering with the sport”, would bring “further variety” to Formula 1’s hospitality beverages portfolio “allowing us to cater for all guests and offer them an elevated real sense of luxury when they attend a Grand Prix.”

The wines are made from 100% organic Chardonnay and Pinot Noir from the Languedoc region of France, which are then dealcoholized to 0.0%, before some “twists” are made to the recipe, Frerejean-Taittinger told db back in December 2023. This “build[s]the flavour architecture… to revive the wine and develop character and mouthfeel” she said, noting that although the team used some techniques used in sparkling wine process, they also needed to develop “a new know how almost starting from scratch.”

In 2024, French Bloom launched a vintage-dated prestige cuvée called La Cuvée, which took four years of R&D to develop, French Bloom winemaker Rodolphe Frèrejean-Taittinger previously told db and which retails for £109.