French Bloom named official non-alcoholic sparkling wine partner of Formula 1

Formula 1 has announced French Bloom its first ever official alcohol-free sparkling wine partner.

The collaboration ushers in a new era of inviting celebration rooted in performance, precision, and purpose and marks the latest initiative in the partnership between Formula 1 and LVMH.

French Bloom is the first non-alcoholic brand backed by Moët Hennessy, the Wines and Spirits division of LVMH which acquired a minority stake in the Maison in late 2024.

French Bloom’s award-winning alcohol-free sparkling wines bring a new dimension to Grand Prix weekends in 2025. Served across all F1 operated Paddock Clubs and the F1 Garage, and planned in other hospitality spaces, French Bloom offers an inclusive and elevated way to toast every moment.

Founded by Maggie Frerejean-Taittinger and Constance Jablonski, French Bloom was born from the belief that no one should be left out of the toast. Joy, excellence, and sophistication should never be compromised, not for alcohol, and not for conformity.

Crafted in France from organic Chardonnay wines, and made entirely alcohol-free through an innovative dealcoholisation process, French Bloom’s sparkling wines offer a radically refined alternative for a new generation of consumers – one that’s driving the future with clarity, intention, and celebration on their own terms.

As F1 expands its global reach, the partnership arrives at a cultural inflection point. Millennials, Gen Z and a growing female fanbase are increasingly driving demand for luxury experiences that offer flexibility, moderation and align with their evolving values.

French Bloom is built for that moment – for those who choose differently, embrace versatility, and are shaping the future on their own terms.

Emily Prazer, Chief Commercial Officer at Formula 1, said: “We are delighted to add French Bloom to our ever-expanding list of Moët Hennessy brands partnering with the sport. The addition of French Bloom brings further variety to our hospitality beverages portfolio allowing us to cater for all guests and offer them an elevated real sense of luxury when they attend a Grand Prix.”

Maggie Frerejean-Taittinger, Co-Founder of French Bloom, added: “We are thrilled to partner with Formula 1 to usher in a new era of celebration, one that looks boldly to the future and is defined by excellence in every detail. Our sparkling cuvées unite centuries of French winemaking savoir-faire with cutting-edge innovation, offering a sophisticated alcohol-free sparkling for those who lead with intention and set the pace for what’s next.”