Formula 1 is always associated with champagne. But since 2021, F1 drivers lined their victory with an Italian bubble. From 2025, they will again celebrate with champagne as usual.
Text: Ingrid Larmoyeur | Image: AI art by Vinissima
Formula 1 is always associated with champagne. Winners celebrate by popping and emptying double magnums (3 litres) of champagne. Carbon had been the official 'court supplier' of the noble sparkling wine for motorsport's highest class since 2017. Before that, Chandon and Mumm, among others, supplied the bottles. But that came to a striking end in 2021. For Formula 1 struck a new deal with a bubbly house from northern Italy, Ferrari Trento, as the Italian winery is officially called. It is a so-called Trendodoc, sparkling from northern Italy, made according to the méthode traditionelle. Away champagne.
By the way, the silly Dutch F1 commentators invariably kept saying that the drivers celebrated with champagne. Little did they know. Wrong, then.
Maybe that stung the French after all. In any case, luxury brand LVMH has now struck a deal with F1. In 2025, at the same time as the sport's 75th anniversary, LVMH will become Formula 1's new sponsor. The deal has an estimated value of around $100 million a year, amounting to a total of about one billion. It is not yet known which LVMH champagne house will be put forward. Indeed, the luxury brand owns the champagnes of Moët & Chandon, Dom Pérignon, Veuve Clicquot, Ruinart and Krug, among others.
At least we will soon be rid of incompetent bubble commentary. F1 drivers will soon be celebrating with champagne as usual. We say in advance: santé!
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