French Bloom and Formula 1: A New Era Begins

Formula 1® has named French Bloom, a pioneer in alcohol-free sparkling wine, as its first-ever official non-alcoholic sparkling wine partner, marking a bold step toward inclusive and innovative celebrations in the sport.

This collaboration, announced on September 4, 2025, redefines Grand Prix hospitality, blending performance, sophistication, and purpose.

The partnership builds on Formula 1®’s existing relationship with LVMH, with French Bloom becoming the first non-alcoholic brand backed by Moët Hennessy, LVMH’s Wines and Spirits division, which acquired a minority stake in the brand in late 2024. This move underscores the growing prominence of premium non-alcoholic beverages in luxury settings.

Starting in 2025, French Bloom’s award-winning, alcohol-free sparkling wines, crafted from organic Chardonnay in France through an advanced dealcoholization process, will elevate Formula 1® experiences. Served at all Formula 1®-operated Paddock Clubs, the F1 Garage, and planned for other hospitality areas, French Bloom offers a refined, inclusive way to toast victories and moments alike.

Founded by Maggie Frerejean-Taittinger and Constance Jablonski, French Bloom embodies the belief that celebration should exclude no one. “Our sparkling cuvées combine centuries of French winemaking expertise with cutting-edge innovation,” said Frerejean-Taittinger. “We’re thrilled to partner with Formula 1® to bring a sophisticated, alcohol-free option to fans who lead with intention and shape the future.”

The partnership aligns with Formula 1®’s global surge, fueled by cultural touchstones like *F1® The Movie*, Netflix’s *Drive to Survive*, and growing U.S. and female audiences. French Bloom caters to Millennials and Gen Z, who seek luxury experiences that reflect moderation, flexibility, and evolving values. “French Bloom adds variety to our hospitality offerings, delivering a true sense of luxury for all guests,” said Emily Prazer, Formula 1®’s Chief Commercial Officer.

Sustainability is a shared priority. French Bloom’s use of organic ingredients and eco-conscious production complements Formula 1®’s Net Zero Carbon by 2030 goal, merging celebration with responsibility.

This partnership signals a new era for Formula 1®—one where tradition meets progress, and every toast, lap by lap, builds a more inclusive future. Learn more at frenchbloom.com.