Belvedere teams up with Formula One
LVMH-owned Belvedere has partnered with Formula One to become the championship’s official vodka.
In October 2024, Paris-headquartered LVMH and Formula One announced a 10-year global partnership for the championship’s 75th anniversary.
The partnership will begin in 2025 and involve LVMH brands such as Louis Vuitton and Tag Heuer, and the group’s wine and spirits business, Moët Hennessy.
As the official vodka of Formula One, Belvedere plans to ‘draw from its long-lasting expertise in crafting one-of-a-kind consumer experiences to entertain racegoers and fans alike’.
Francois-Xavier Desplancke, president and CEO of Belvedere Vodka, said: “I am immensely proud of the partnership between Belvedere and Formula One.
“Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance. In the high-octane world of Formula One, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment.”
The collaboration will kick off with the House of 10, a ‘signature night experience’ from Belvedere, with the brand hosting an official after-party for the Formula One Louis Vuitton Australia Grand Prix 2025 (13-16 March) in Melbourne.
Stefano Domenicali, president and CEO of Formula One, added: “Formula One has always been the symbol of prestige, adrenaline and spectacle, which is why we are so thrilled to welcome Belvedere as our first official vodka partner.
“Together we share the same dedication to quality and the pursuit of exclusive moments. This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula One excites us and makes us proud of this partnership.”
LVMH’s wine and spirits sales dropped by 8% last year, due to ‘weak demand’ for Hennessy Cognac.
Last month, Moët Hennessy welcomed a new CEO, Jean-Jacques Guiony, and a new deputy CEO, Alexandre Arnault.
LVMH-owned Glenmorangie recently collaborated with American actor Harrison Ford on a three-year campaign.
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