Luxury spirit brand Belvedere Vodka has announced a landmark partnership with Formula 1, becoming the Official Vodka Partner for the championship’s 75th anniversary season.
The partnership marks Belvedere’s first venture into Formula 1, with the vodka brand planning to leverage its expertise in creating premium consumer experiences to entertain racing enthusiasts with its “signature elevated touch.”
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The announcement follows the news that Ferrari driver, Charles Leclerc, has become a Global Brand Ambassador for blended scotch whisky brand, Chivas Regal.
Belvedere x Formula 1 Shared Values
Both brands bring established reputations to the partnership. Belvedere, the world’s first super-premium vodka, has built its brand on quality and luxury while evolving through initiatives like its transition to Belvedere Organic Vodka and the launch of Belvedere 10.
Formula 1 represents the pinnacle of motorsport, defined by precision engineering and cutting-edge technology. The global sport has over 750 million fans worldwide.
Francois-Xavier Desplancke, President and CEO of Belvedere Vodka, highlighted the natural alignment between the brands: “Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance. In the high-octane world of Formula 1, 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. Formula 1® isn’t just about speed; it’s about spectacle. And where there’s a race, there will be always a reason to honour the excitement of the sport, from off track to beyond.”
Expanding Formula 1’s Premium Partnerships
The announcement strengthens Formula 1’s connection with luxury conglomerate LVMH, which has maintained a decade-long partnership with the sport.
Stefano Domenicali, President and CEO of Formula 1, expressed enthusiasm about the new relationship: “Formula 1 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.”
Domenicali added that LVMH’s “willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.”
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The partnership will kick off with the ‘House of 10’ described as Belvedere’s signature nightlife experience, which will host the Official Afterparty of the Formula 1 Louis Vuitton Australian Grand Prix in Melbourne. The grand prix weekend begins on March 14th with Practice 1, with the race taking place on Sunday.
This collaboration represents another step in Formula 1’s strategy to enhance the spectator experience both on and off the track, combining the thrill of racing with premium entertainment experiences.
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