French Bloom has become the first non-alcoholic sparkling wine to be officially associated with Formula 1, as part of a ten-year global agreement.
The partnership kicked off at the Italian Grand Prix in Monza last Sunday, where the brand’s cuvées were served in the Paddock Clubs operated by Formula 1 and at the F1 Garage. This is a first for a 0% sparkling wine in F1, with no impact on the podium ritual, which is still reserved for champagne.
A partnership that redefines the rules of celebration
Until now, Formula 1 had never included non-alcoholic sparkling wines in its official lineup. By adopting French Bloom, the championship is adding an option that meets the new expectations of its guests without compromising its historic symbols.
French Bloom was born out of the experience of its founders, Maggie Frerejean-Taittinger and Constance Jablonski, who noticed a lack of high-end festive alternatives for those who do not drink alcohol. Their intuition led to the creation of a company dedicated to 0% alcohol beverages. This investment strategy is in line with the growth of the non-alcoholic and low-alcohol segment, estimated at around $11 billion in 2022 and projected to grow by around 7% annually through 2026.
Distribution has also quickly taken on an international dimension : in just under three years, the brand claims a presence in more than fifty markets, a commercial base that now justifies global activation in line with the F1 calendar.
The support of Moët Hennessy
This partnership is part of a broader dynamic established between F1 and LVMH since 2024, with the ambition of further opening up the championship’s hospitality and marketing to the group’s brands. The official launch of French Bloom is the most recent example of this in the beverage sector.
In 2024, Moët Hennessy, LVMH’s wine and spirits division, acquired a minority stake in French Bloom. This support provides the young company with the industrial, logistical, and commercial resources it needs for global expansion, while backing it with a portfolio that understands the codes of service and celebration better than any other.
The collaboration also has a responsible dimension : French Bloom emphasizes the organic origin of its grapes, energy-efficient production, and reduced packaging waste, a philosophy that the brand readily aligns with Formula 1’s Net Zero 2030 trajectory. The ecological argument becomes an additional narrative element of Grand Prix weekends.
A globally expanding audience
French Bloom executives point to this partnership as an “alignment of audiences” : the brand is aimed primarily at women and young consumers, profiles that are growing rapidly within the F1 fan base.
On the circuits, French Bloom will deliver on this promise in bars, lounges, and reception areas, in contact with guests, partners, and teams.
The calendar provides an ideal playground. The succession of destinations such as Monaco, Singapore, and Las Vegas creates regular opportunities for exposure. The ten-year timeframe will allow the program to be adjusted and refined over the seasons.
At the end of this first phase, the equation boils down to a promise of experience. F1 is opening up to new experiences without turning its back on its traditions, French Bloom is gaining the most powerful sounding board in motorsports, and the public is gaining an additional way to mark the moment, alcohol-free drink in hand.
Read also > NoLo : the luxury of non-alcoholic beverages
Featured photo : © French Bloom
