PARIS — If celebratory sprays of Champagne have been par for the course in Formula 1 since the 1950s, those raising a glass throughout racing weekends now also have an alcohol-free option on the menu.
French Bloom, the beverage brand launched by Constance Jablonski and Maggie Frerejean-Taittinger in 2021, on Thursday was named the elite motorsport’s official nonalcoholic sparkling wine partner.
The terms of the decade-long deal, which kick off with the 2025 Italian Grand Prix in Monza running Friday to Sunday, were not disclosed.
It follows the October acquisition of a minority stake in the brand by LVMH Moët Hennessy Louis Vuitton, which earlier this year signed a broadranging 10-year deal with Formula 1.
Emily Prazer, chief commercial officer at Formula 1, said the addition of the nonalcoholic sparkling wine brand “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.”
French Bloom will be present and poured during race weekends.
Clara Broggio/Courtesy of French Bloom
In addition to Moët & Chandon as its official Champagne, the elite motorsport has inked a number of multiyear deals with brands, such as Gatorade, Belvedere Vodka and Glenmorangie.
“We really hoped and believed in a world where you would see French Bloom at all those key moments where you could also expect Champagne or traditional sparkling wine,” Jablonski told WWD.
“We really believe that we’ve redefined what it means to celebrate,” Frerejean-Taittinger said. “Over the last few years, based on our very quick development — from one market at the end of 2021 to over 50 countries in a little over three years — we started to also really wake up to what the future of celebration is.”
Key markets for French Bloom include the U.S., France, Australia and Singapore.
The brand will be present across all Formula 1-operated paddock clubs, in the F1 garage space and other selected hospitality spaces. It will also curate moments of celebrations at key races, such as Monza, where it will have an installation.
French Bloom
Clara Broggio/Courtesy of French Bloom
A bigger moment is on the cards for the Las Vegas race in late November.
Another natural fit is the intersection of Formula 1’s fastest-growing fan demographics, which are women, Millennial and Gen Z cohorts, with the beverage brand’s core customer.
While there are no plans for French Bloom’s beverages on the podium, the model-turned-wine entrepreneur promissed that French Bloom had “the same sound and sale celebratory explosion” as its bubbly counterparts with alcohol.