Having an ‘official vodka’ feels like a step too far for F1’s partnership push

Another subsidiary of LVMH has been confirmed as a new partner of Formula 1 as the 10-year deal struck with the series continues to bear fruit for the luxury brand conglomerate.

Having an award-winning, high-end vodka on board clearly fits that brief, but does it fit F1 itself?

Of course, in a bygone era alcohol and tobacco sponsorships kept the wheels of the championship turning – quite literally – but we operate in different times now, that is undeniable whether you agree with the change or not.

Yes, Heineken is already a long-term partner of F1 as its official beer but – with a few exceptions – the 0.0% alcohol-free brand is usually the customer-facing sponsor, while the company also has a strong anti-drink driving campaign running parallel to the agreement.

Moet & Chandon too, another LVMH brand was announced as the official champagne of F1 last month, but that ties in with the history of the series and podium celebrations stretching back to its inaugural season in 1950.

Teams also have alcohol partners – McLaren and Ferrari have beer-brand associations with Estrella Galicia and Peroni Nastro Azzurro respectively, but again both are with their alcohol-free drinks. Chivas Regal and Glenfiddich have both entered F1 in the past six months, with Ferrari and Aston Martin respectively, while NEFT Vodka remains a partner of Racing Bulls.

But having an official vodka partner for the entire championship feels as though the lines have been blurred somewhat – especially with F1 racing in enough territories where alcohol, or its accompanying sponsorships, are banned.

Add to the fact that just days earlier the series announced a new official betting data supplier in ALT Sports Data and the waters are clouded further still.

There is no reason why F1 should not capitalise on the fact it is now as popular as ever and can attract blue-chip brands and partners who would previously have been turned away by the prospect of spending a big chunk of change to get involved.

But, given the great work it has done with the ‘When You Drive, Never Drink’ campaign in recent years, how does then lauding a partnership with Belvedere sit within that messaging?

From the start of the 2025 season in Australia, Belvedere will be the host of the official F1 after party: “an exclusive event that will redefine high-end entertainment and nightlife,” according to the press release announcing the new deal.

Maybe that is the crux of it, that F1 and Belvedere are positioning themselves as partners away from the traditional track-based brands and instead are teaming up as part of the experience that is now building in and around the races themselves.

But however the latest partnership sits within the ever-expanding portfolio, it does look slightly out of place.