Champagne is making a comeback on the catwalks

But he never left it, you might say. And yet, the drivers on the podiums no longer toasted with champagne for the last four seasons. Indeed, since 2021, and the agreement between the F1 and the Turin brand Ferrari (which has nothing to do with the Team), it was sparkling wine that was given to the protagonists on the box.

This ended a tradition that had lasted more than 70 years in Formula 1, not failing to create a certain bitterness among the most purists. The latter must now be delighted to see that champagne will make its grand return to the podiums from the 2025 season.

A return made possible thanks to the new collaboration between F1 and the LVMH group, further strengthening the latter's ambitions to establish itself in the world of sport. A 10-year agreement in which several emblematic LVMH houses will be involved: Louis Vuitton, Moët Hennessy and TAG Heuer.

Louis Vuitton, for example, has become the title sponsor of the Australian Grand Prix, while TAG Heuer has taken Rolex's place as the official timekeeper of F1. And where does Moët Hennessy fit into all this?

The company that constitutes the "Wines & Spirits" branch of the LVMH Group will indeed put champagne back at the center of the podiums after the passage of Ferrari sparkling wine, through its Moët & Chandon brand. The latter, like Louis Vuitton with Australia, has also become title sponsor of the Belgian Grand Prix from this year.

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