What's Happening?
French Bloom, a nonalcoholic sparkling wine brand co-founded by Constance Jablonski and Maggie Frerejean-Taittinger, has signed a 10-year partnership with Formula 1. This collaboration makes French Bloom the official nonalcoholic sparkling wine partner of the elite motorsport. The partnership will commence with the 2025 Italian Grand Prix in Monza. This deal follows the acquisition of a minority stake in French Bloom by LVMH Moët Hennessy Louis Vuitton, which also has a broader 10-year agreement with Formula 1. French Bloom will be available at various Formula 1 events, including paddock clubs and hospitality spaces, and will be featured in key races such as the upcoming Las Vegas race.
Why It's Important?
The partnership between French Bloom and Formula 1 highlights a growing trend towards nonalcoholic beverage options in high-profile events, catering to a diverse audience that includes women, Millennials, and Gen Z. This move aligns with changing consumer preferences for healthier lifestyle choices and offers a luxurious alternative to traditional alcoholic beverages. The collaboration also reflects Formula 1's strategy to diversify its hospitality offerings and enhance the guest experience. For French Bloom, this partnership represents a significant opportunity to expand its market presence and brand recognition globally, particularly in key markets like the U.S., France, Australia, and Singapore.
What's Next?
French Bloom will begin its presence at Formula 1 events starting with the Italian Grand Prix in 2025. The brand plans to create unique celebratory moments at these events, with a significant focus on the Las Vegas race later in the year. As the partnership unfolds, it is expected that French Bloom will continue to innovate and expand its product offerings to meet the demands of Formula 1's diverse fan base. The collaboration may also inspire other beverage brands to explore similar partnerships in the sports and entertainment sectors.
