Champagne on track: from Moët & Chandon to S.Pellegrino, if big brands invest in F1

Approaching the world of sport and major international events by creating occasions in which wine transcends the dimension of tasting and becomes part of a broader narrative is a strategy increasingly embraced by leading brands. Moët & Chandon, one of the world best-known and most prestigious Maisons (part of the Lvmh luxury group), is a clear example. Having returned as the Official Champagne of Formula 1, the House continues a shared story of collective triumphs and dedication dating back to the 1950s. At the Italian Grand Prix, to be held at the Monza National Autodrome from September 4 to 6, Moët & Chandon will bring the podium celebrations to life as the top three drivers and the winning team raise a toast to their success. Until September 6th, Moët & Chandon will also take center stage at the prestigious Park Hyatt Milan, offering an exclusive experience that combines fine dining, outstanding Champagne, and mixology, allowing guests to experience the Grand Prix weekend through the lens of gastronomy. An exclusive collaboration with the world of motorsport is also the path chosen by S.Pellegrino, the international icon of Italian taste and style and Official Partner of Scuderia Ferrari Hp which on September 5th will involve a selection of restaurants in Monza and Milan in a citywide evening celebrating the spirit of the Grand Prix through cuisine, encounters, and shared conversations.
An indispensable presence in the celebration of life iconic moments, marked by the universal ritual of a popping cork and raised glasses in a toast, Champagne, like Italy finest sparkling wines, is not only a great wine but has become a true universal archetype. It has long played a prominent role in sport, symbolizing moments of triumph, tears of joy, passion, and achievement, particularly in Formula 1, the most thrilling and adrenaline-fueled of all racing disciplines. Moët & Chandon returned to the track in 2025 as the Official Champagne of Formula 1, following a distinguished period dominated by Italy Ferrari Trento Trentodoc. Prior to that, several Champagne brands had alternated in the role, from Mumm to Carbon, alongside Moët & Chandon itself, which for many years stood at the heart of some of the sport most memorable celebrations with legendary champions such as Sir Jackie Stewart, Ayrton Senna, Niki Lauda, Alain Prost, Mika Häkkinen, and Michael Schumacher.
The bond between Moët & Chandon and Formula 1 is deeply rooted in the sport history. It dates back to 1936, when Tazio Nuvolari, after winning the Vanderbilt Cup, sipped Champagne from a Jeroboam of Moët & Chandon. Then, in 1950, at the Reims Grand Prix, Frédéric Chandon de Briailles spontaneously offered a bottle to the race winner. From that gesture was born a timeless ritual: the Celebratory Jeroboam, a symbol of victory, collective emotion, and enduring celebration, paying tribute to champions past and present. However, it was in 1967 that the now-iconic celebratory moment truly took shape. After winning the 24 Hours of Le Mans, Dan Gurney was presented with a Jeroboam of Moët & Chandon and, in a moment of pure exhilaration, spontaneously shook and sprayed the Champagne over the crowd, unknowingly creating a new sporting tradition. From the legendary Golden Magnum trophy of 1977 to the Jeroboams signed by racing greats between 1991 and 1997, Moët & Chandon Formula 1 legacy has been defined by innovation, camaraderie, and shared triumphs. Deep within the historic cellars of the Maison in Épernay, certain galleries house a rare and precious reserve of Jeroboams, each destined for Formula 1. In the silence of these history-filled spaces, the bottles await their triumphant moment. Once delivered to the Grand Prix circuit, they are signed by the race winners and shared with the teams on the podium, culminating in an explosion of joy and celebration.
An undisputed icon of the international racing calendar, Monza represents one of the most anticipated and symbolic stops of the season. Known as the “Temple of Speed”, the Italian circuit has embodied the purest passion for racing for more than a century, a place where adrenaline, history, and tradition converge to create a unique spectacle. During the Italian Grand Prix weekend, Moët & Chandon will accompany drivers and teams throughout the entire post-race celebration journey. Everything begins in the Parc Fermé, where the spotlight shines on the teams working tirelessly behind the scenes. Then, as a tribute to victory, the winning driver signs the Celebratory Jeroboam before heading to the Cooldown Room, where the race protagonists relive the key moments of the Italian Grand Prix and fully appreciate the significance of their achievement. The Corridor then becomes the passage leading the champions toward the podium. Finally, the emotional climax arrives: the Moët & Chandon Jeroboams are raised, the three drivers celebrate together, and the roar of the crowd seals a shared triumph.
On the occasion of the Italian Grand Prix, Moët & Chandon will also bring its savoir-faire to the Monza National Autodrome through a dedicated lounge, designed to welcome guests into an elegant and immersive environment. Among the most eagerly anticipated moments, there will be the 5:43 p.m. ritual, a tribute to the year in which the Maison was founded, featuring the opening of a special Jeroboam of Moët Impérial, which will fill a spectacular pyramid of glasses, transforming the toast into a symbolic moment of sharing. The lounge will also showcase a special “uber piece” dedicated to Moët & Chandon and the world of Formula 1, created to elevate the iconic Brut Impérial Jeroboam and tell the story of the connection between the Maison and the ritual of victory through an exceptional object. Crafted from a solid block of aluminum and enhanced with an ultra-thin 2-millimeter layer of carbon fiber, the piece incorporates a material that has become a symbol of Formula 1 performance.
The current ten-year partnership between Lvmh and Formula 1 will continue through 2035, confirming Champagne status not only as the wine of the present, but also of the future, thanks to its remarkable versatility in food pairing. It can be enjoyed as an aperitif, on its own, throughout an entire meal, and, of course, in celebration. Moët & Chandon in particular, founded in 1743 and available in more than 150 countries, boasts the largest vineyard estate in Champagne and shares its exceptional winemaking savoir-faire with the world.
During the Italian Grand Prix weekend, Milan and Monza become the meeting point of two passions: Formula 1 and the enjoyment of great food and conviviality. On September 5th, S.Pellegrino, an international icon of Italian taste and style and Official Partner of Scuderia Ferrari HP, will involve a selection of restaurants across the two cities in a distributed evening event designed to bring the spirit of the Grand Prix to the table through cuisine, meetings, and meaningful conversations. Its special limited-edition bottle becomes an invitation to dialogue, featuring 5 layered labels, each revealing a question to be discovered throughout the evening: these 5 conversation prompts are designed to move beyond small talk and spark authentic exchanges that bring people closer together. The same vision of hospitality and togetherness will also reach the heart of the racetrack. During the three days of the Grand Prix, S.Pellegrino will be present in the Ferrari GP Club with a dedicated space designed to foster special moments of connection and sharing. The venue will be animated by a gastronomic program bringing together leading figures from the world of fine dining and talents from the S.Pellegrino Young Chef Academy.
Opening the program on September 4th, there will be Antonia Klugmann, chef and owner of L’Argine a Vencò, together with Josefina Zojza, Italian winner of the S.Pellegrino Social Responsibility Award 2024-2025. On September 5th, Fabio Pisani, chef of Il Luogo Aimo e Nadia in Milan, will appear alongside Antonio Romano, Executive Chef of Ristorante Nove at Villa della Pergola and Italian winner of the Fine Dining Lovers Food for Thought Award 2019. On September 6th, Edoardo Tizzanini, winner of the Italian final of the S.Pellegrino Young Chef Academy Competition 2024-2025, will reunite with his mentor Giancarlo Perbellini, chef-owner of the three Michelin-starred Casa Perbellini 12 Apostoli in Verona.
The most prestigious names in hospitality are also riding the wave of major international sporting events. For the 2026 Italian Grand Prix, Park Hyatt Milan, one of the leading luxury destinations in the Lombardy capital, invites guests and enthusiasts to immerse themselves in the atmosphere of motorsport most eagerly anticipated weekend through an experience combining gastronomy, mixology, and the elegance of Champagne. Through September 6, the hotel celebrates its partnership with Moët & Chandon through a series of exclusive experiences across all its outlets. Throughout the week, Moët & Chandon Brut Impérial will be featured both by the glass and by the bottle at La Cupola and Mio Lab, while Pellico 3 will showcase Moët & Chandon Grand Vintage 2016 as the selected pairing for Chef Guido Paternollo tasting menu. In the heart of Milan, the Maison story will also unfold across some of the city most recognizable hospitality and gastronomic destinations, including Peck, Maio, Le Specialità, Casa Fiori Chiari, and Pasticceria San Carlo, culminating on September 6th at JustMe, which will host the Official Formula 1 Afterparty, the closing event of the race weekend.
This deep connection between Moët & Chandon and Formula 1 reflects the Maison enduring relationship with the sport, rooted in passion, excellence, and the joy of shared victories. After all, Champagne does not simply celebrate what has already happened: it makes achievement tangible, preserving it in the collective memory as an event worthy of being remembered and retold. It is precisely this ability to transform a moment into a ritual that explains Champagne timeless prestige and reinforces the enduring relevance of the famous phrase attributed to Napoleon Bonaparte, one of the greatest admirers of the celebrated French wine: “when you win, you deserve Champagne. When you lose, you need it”.