Formula 1, the premier open-wheel racing series, has announced a partnership with French Bloom, the award-winning alcohol-free French sparkling Maison.
With this deal, the brand has become the first ever official alcohol-free sparkling wine partner of Formula 1. The cooperation reimagines what it means to raise a glass, heralding in a new era of welcoming celebration grounded in performance, accuracy, and purpose.
The unveiling is the next step in the cooperation between Formula 1 and LVMH. Moët Hennessy, the Wines and Spirits part of LVMH, obtained a minority position in French Bloom in late 2024, demonstrating its dedication to the non-alcoholic market.
From 2025, French Bloom’s award-winning alcohol-free sparkling wines will provide a new dimension to Grand Prix weekends. French Bloom, available at all Formula 1 Paddock Clubs and the F1 Garage, and planned for other hospitality venues, provides a unique and elevated way to celebrate every occasion.
Maggie Frerejean-Taittinger and Constance Jablonski founded French Bloom with the notion that no one should be left out of the toast. Never trade joy, greatness, or sophistication for the sake of drink or conformity. French Bloom’s sparkling wines are made in France from organic Chardonnay wines and are completely alcohol-free owing to an innovative dealcoholization process. It provides a radically refined alternative for a new generation of consumers who are driving the future with clarity, intention, and celebration on their own terms.
Maggie Frerejean-Taittinger, Co-Founder of 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.”
As Formula 1 develops its worldwide reach, aided by cultural phenomena such as F1 The Movie, Netflix’s Drive to Survive, and increasing expansion in the United States, this collaboration reaches a cultural tipping point. Millennials, GenZ, and a growing female audience are driving demand for luxury experiences that are flexible, moderate, and consistent with their developing values.
Emily Prazer, Chief Commercial Officer at 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.”
This common vision also includes a focus on sustainability. French Bloom’s dedication to responsible innovation, from organic ingredients to reduced production footprint, is consistent with the Formula 1 Net Zero Carbon by 2030 pledge. This is more than just a victory celebration; it is also about duty, presence, and long-term influence.
Dining and Cooking