The symbolism, strategy and spectacle of Moët & Chandon’s return to Formula 1
Inspired by Toni Cowan-Brown’s brilliant piece in Idée Fixe
Formula 1 has never just been about racing. It’s a sport built on ritual, symbolism, and visual storytelling - and few podium moments are more enduring than the Champagne spray. This summer, that ritual got a high-gloss refresh: Moët & Chandon is back as the official Champagne of Formula 1, thanks to a headline $2 billion, 10-year global partnership with LVMH.
Much of what follows is drawn from Toni Cowan-Brown’s excellent deep dive in her Idée Fixe newsletter - a piece that traces the fizzy origins of Champagne in motorsport, unpacks the LVMH-F1 deal, and reminds us why this ritual still carries commercial and cultural weight.
So why does this matter now – and what can brand strategists take from it?
🥂 From Accident to Asset
The tradition started with an accident: Jo Siffert shook a bottle at Le Mans in 1966 and sprayed the crowd. It stuck. Dan Gurney repeated it a year later, and by 1969 it had made its way to F1. What began as a spontaneous moment of celebration became one of sport’s most recognisable images.
But it wasn’t just about celebration – it became a brand asset. As Cowan-Brown points out, the podium spray became shorthand for “triumph, luxury, and the pinnacle of performance”.
đź’Ľ A Strategic Return for Champagne
Moët & Chandon dominated F1 podiums for decades, but in 2021, the official fizz switched to Ferrari Trento. While the Italian sparkling wine kept the show going, insiders were always quick to note it wasn’t technically Champagne.
Now, under a broad LVMH partnership spanning Moët, Louis Vuitton and TAG Heuer, the French icon is back – and in style. Moët is not just on the bottles but on the Grand Prix itself, with naming rights to the Belgian GP at Spa-Francorchamps. It's not just product placement – it’s a luxury alignment play.
🌸 Rosé in the Paddock Club: Lifestyle Signals
The LVMH move isn’t just about Champagne either. Whispering Angel – the Provence rosé now partially owned by LVMH – is also flowing through the Paddock Club. As Toni notes, it’s part of a broader lifestyle strategy: one that taps into the preferences of F1’s younger, fashion-forward audience.
It’s not only about prestige, it’s about palette, culture and contemporary codes of luxury.
🔍 Brand Takeaways
1. Rituals matter.
The Champagne spray works because it’s repeatable, cinematic and emotionally resonant. In brand terms, it’s a gold-standard “signature moment”.
2. Symbols scale.
A single image – Champagne sprayed across the podium – communicates victory, luxury, joy. That’s brand equity you can’t buy through media alone.
3. Luxury isn’t static.
By pairing Moët with Whispering Angel, LVMH is showing how tradition and trend can sit side-by-side. Old-world prestige meets new-world lifestyle.
4. The details count.
As Toni notes, even fans clock what’s poured where. What’s served in the Paddock Club isn’t just hospitality - it’s a signal.
5. Culture is context.
The Champagne comeback isn’t random nostalgia. It fits a broader strategy: as F1 expands into new markets and audience segments, brand partners are betting on culture-led moments to anchor their presence.
đź“Ś Final Thought
Formula 1’s renewed relationship with Champagne isn’t just about looking good on the podium. It’s about understanding the commercial power of tradition, the value of symbolism, and the role of emotion in high-performance storytelling.
Thanks again to Toni Cowan-Brown for sparking this reflection. Her full newsletter is well worth a read: Champagne and Motorsports: A Sparkling Love Affair.