Formula 1 has announced French Bloom as its first official alcohol-free sparkling wine partner, extending the sport’s ongoing collaboration with LVMH and further diversifying its hospitality portfolio.
The partnership will see French Bloom’s products served across F1-operated Paddock Clubs, the F1 Garage, and selected hospitality spaces from 2025.
French Bloom, founded by Maggie Frerejean-Taittinger and Constance Jablonski, is backed by Moët Hennessy, which acquired a minority stake in late 2024, its first move into the non-alcoholic wine segment.
The deal highlights how LVMH is responding to increased demand for alcohol-free alternatives among younger audiences, particularly Millennials and Gen Z, who are prioritising moderation, wellness, and sustainability.
Commenting on the partnership, Chief Commercial Officer at Formula 1, Emily Prazer, said: “This partnership… 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.”
Partnership Implication
For Formula 1, the tie-up underscores a broader strategy of aligning its brand with luxury lifestyle categories, beyond its traditional sponsorship base of automotive, technology, and financial services.
With audience growth in the U.S. and cultural amplification through properties like Netflix’s Drive to Survive and the upcoming F1: The Movie, hospitality experiences are a critical revenue driver. French Bloom’s presence supports that positioning by widening the appeal to health-conscious and female fans, a key demographic F1 has been working to attract.
Dimensional Sustainability
French Bloom, which uses organic ingredients and lower-impact production methods, aligns with Formula 1’s commitment to reach Net Zero Carbon by 2030. This provides an additional layer of value as rights holders seek to align with ESG expectations from both fans and corporate partners.
While the financial terms of the agreement were not disclosed, the addition of French Bloom builds on F1’s existing roster of Moët Hennessy brands and reflects the growing commercial opportunity in alcohol-free beverages, a segment estimated to be worth more than USD30 billion (AUD45 billion) globally by 2030.
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Dining and Cooking