From Track to Tap: The Growing Bond Between F1 and the Non-Alcoholic Beverage Industry

In life, two things are certain: death and taxes. In Formula 1, three things are certain: some will win, some will lose, and champagne will be sprayed. Popping a bottle of bubbly after winning a Grand Prix has become a time-honoured ritual, strengthening the association between luxury champagne and F1.

French Bloom is the first non-alcoholic sparkling wine backed by Moët, and has recently become the official alcohol-free sparkling wine partner of Formula 1. As part of this partnership, French Bloom will be served in F1 hospitality spaces, ensuring that no one is left out of the celebration.

With F1’s growing Gen Z fanbase, non-alcoholic partnerships like this one are a smart way to connect with younger audiences and reflect shifting lifestyle trends. Here are a few other examples of how the non-alcoholic industry is tapping into the world of F1.

Heineken 0.0

Heineken is one of Formula 1's most recognizable partners and has created impactful campaigns promoting safe driving. Their recent commercial campaign “The Best Driver” features Dutch F1 superstar Max Verstappen as its face. The commercials show a group of friends choosing Verstappen to drive home because he's the best driver. The commercial ends by saying, "the best driver is the one who's not drinking… Unless they’re drinking Heineken 0.0". 

Verstappen is a Heineken 0.0 ambassador, which not only makes sense culturally, a Dutch beer brand partnering with a Dutch driver, but also gives the campaign authenticity and influence. Having one of the sport’s biggest names promote responsible consumption helps connect with fans who look up to him both on and off the track. Heineken even launched an online game called Heineken Player 0.0™, allowing fans to engage with the partnership from home.

Earlier this year, I visited the Heineken Experience in Amsterdam, where they dedicated an entire section of the tour to the brand’s F1 partnership. The space included interactive games, photo opportunities, and memorabilia.

Almave

Tequila is a spirit celebrated for its craftsmanship and authenticity, traditionally made from natural blue agave grown in a specific region of Mexico. Now, renowned F1 driver Lewis Hamilton has entered the non-alcoholic beverage space, partnering with the innovative team at Casa Lumbre to create Almave — the first-ever non-alcoholic blue agave spirit

Although Almave isn’t fermented (a required step for an official tequila designation), it fills an exciting gap in the market: a premium, alcohol-free alternative to tequila. The tequila category is synonymous with quality and celebrity influence, making this collaboration a natural fit.

With Hamilton’s global reach, F1’s surging popularity, and the rapid growth of the non-alcoholic beverage industry, Almave has the potential to become a bar staple, a sophisticated, alcohol-free alternative to top-shelf tequilas like Don Julio or Clase Azul.

Formula 1 may be leading the way, but it likely won't be alone for long. As the non-alcoholic industry continues to grow, expect to see more partnerships. Sports like tennis or golf may soon adopt, as sports where tradition meets a modern, health-conscious audience.