Formula 1® has announced French Bloom as its first-ever official alcohol-free sparkling wine partner. The collaboration introduces a new way of celebrating at Grand Prix weekends—rooted in performance, precision, and purpose.
This marks another step in the growing partnership between Formula 1® and LVMH. French Bloom is also the first non-alcoholic brand backed by Moët Hennessy, which acquired a minority stake in the Maison in late 2024, highlighting the group’s commitment to the alcohol-free category.
From 2025, French Bloom’s sparkling wines will be served at Formula 1® operated Paddock Clubs, the F1 Garage, and other hospitality spaces, offering an inclusive and elevated experience for fans and guests.
Founded by Maggie Frerejean-Taittinger and Constance Jablonski, French Bloom was created with the belief that no one should be left out of a toast. Crafted in France from organic Chardonnay wines and made entirely alcohol-free through an innovative dealcoholization process, French Bloom provides a refined alternative for modern consumers.
Maggie Frerejean Taittinger, Co-Founder, French Bloom said, “We are thrilled to partner with Formula 1® to usher in a new era of celebration—one 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.”
The timing of the partnership comes as Formula 1® continues to expand globally, boosted by cultural phenomena like F1® The Movie, Netflix’s Drive to Survive, and growing popularity in the U.S. Millennials, Gen Z, and an increasing female fanbase are driving demand for luxury experiences that balance celebration with moderation.
Emily Prazer, Chief Commercial Officer, Formula 1, said, “We are delighted to add French Bloom to our ever-expanding list of Moët Hennessy brands partnering with the sport. The addition of French Bloom brings further variety to our 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 partnership also emphasizes sustainability. French Bloom’s commitment to using organic ingredients and reducing production impact aligns with Formula 1®’s Net Zero Carbon by 2030 goal.
Together, Formula 1® and French Bloom are setting a new standard—redefining tradition, celebrating responsibly, and creating moments that matter.
Dining and Cooking