LVMH puts its alcohol-free sparkling wine on F1 podiums

hen the French luxury goods group LVMH decides to dedicate resources to leveraging growth, it certainly doesn’t do it by half measures. Its super premium alcohol-free sparkling wine brand French Bloom, launched in 2019 by Maggie Frerejean-Taittinger and Constance Jablonski with a group of investors, has just been named the official non-alcoholic sparkling wine for Formula 1® in what the group describes as “a landmark ten-year global partnership”.

The brand is now a part of Moët-Hennessy, the wine and spirits division of LVMH, following the acquisition of a minority shareholding in October 2024. Starting with the 2025 season and the Monza grand prix in Italy on September 7, French Bloom will be served across all Formula 1® racetracks and hospitality venues, from the paddock to the immersive spectator experiences.

Building on one of the guiding principles of the brand’s two founders – “the belief that nobody should be left out of celebratory occasions” – French Bloom marks a shift in the way racetracks celebrate. “It’s about honouring a generation that celebrates with intention”, explained Frerejean-Taittinger in a press statement. “Formula 1® represents global performance and precision. French Bloom brings that same mindset to wine – elevated, inclusive and free of alcohol, but never free of complexity”.

French Bloom is made in France from organic Chardonnay and Pinot Noir grapes. The partnership’s aim is to support “a cultural step change. Millennials and Gen Zers are looking for more flexible, moderate luxury experiences that align with their values. French Bloom has been designed for a generation that uses different cues to choose products”, adds the statement.