PARIS: Formula 1 has announced French Bloom as its first-ever official alcohol-free sparkling wine partner. The collaboration introduces a fresh take on luxury hospitality. The partnership also represents the latest milestone in Formula 1’s growing relationship with LVMH.
French Bloom is the first non-alcoholic brand backed by Moët Hennessy, the Wines and Spirits division of LVMH, which acquired a minority stake in the Maison in late 2024—signalling the group’s strong commitment to the evolving alcohol-free category.
French Bloom’s sparkling cuvées will now be served at all Formula 1-operated Paddock Clubs and the F1 Garage, with plans to expand into additional hospitality spaces. The move arrives at a cultural inflection point, as Millennials, Gen Z, and an expanding female fanbase increasingly drive demand for premium lifestyle experiences that value moderation, flexibility, and alignment with evolving social values.
Formula 1 chief commercial officer Emily Prazer 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.”
French Bloom co-founder Maggie Frerejean-Taittinger added, “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.”
