Glenmorangie Becomes Official Whisky Of Formula 1 In Landmark LVMH Partnership Expansion

Another prestigious LVMH name has entered the fast lane with Formula 1. Highland single malt whisky Glenmorangie has officially been unveiled as the new whisky partner of F1, strengthening the luxury powerhouse’s growing influence in the sport. The announcement, made just ahead of the 2025 British Grand Prix at Silverstone, marks the latest addition to the broader, 10-year strategic alliance between Formula 1 and LVMH.

The collaboration between the world’s most iconic motor racing series and the heritage-rich whisky brand will kick off at Silverstone, a circuit synonymous with F1’s origin story. Glenmorangie will debut its global activation at the event with a curated, cocktail-focused experience for attendees, introducing its signature blends to a new generation of motorsport fans.

This partnership, running under the wider umbrella of Moët Hennessy—LVMH’s wines and spirits division—builds on the ongoing $100 million-per-year agreement between LVMH and Formula 1, first unveiled in October 2024. The deal continues to reshape the commercial landscape of the sport, integrating some of the world’s most luxurious brands into the F1 ecosystem.

 

View this post on Instagram

 

A post shared by GLENMORANGIE (@glenmorangie)

“With our mutual respect for tradition, it is absolutely fitting that we are launching our collaboration at the Formula 1 British Grand Prix at Silverstone – the circuit that hosted our first race 75 years ago – and from there around the world for many years to come,” said Emily Prazer, Chief Commercial Officer at Formula 1.

The inclusion of Glenmorangie follows earlier tie-ins with Tag Heuer, Moët & Chandon, Louis Vuitton, and Belvedere – all under the LVMH banner. These brands span diverse categories, from timekeeping to champagne and high fashion, and are now being brought into the world of F1 through tailored sponsorships and on-site activations.

For Glenmorangie, the F1 partnership is a significant brand moment. “I am thrilled to set in motion Glenmorangie’s landmark partnership with Formula 1 – the pinnacle of motor racing,” said Caspar MacRae, President and CEO of Glenmorangie. “It’s a celebration of our shared commitment to craft, excellence, and global appeal.”

ALSO READ: Louis Vuitton Becomes Official Partner Of Real Madrid, Debuts Exclusive Off-Field Wardrobe

With its refined product lineup and heritage of quality, Glenmorangie’s presence in the paddock signals a deeper alignment between Formula 1 and the world of luxury spirits. The partnership will unfold across the F1 calendar, reaching global fans through events, digital content, and hospitality experiences.

As the 2025 season accelerates, this latest LVMH move only solidifies the group’s dominance across F1’s sponsorship grid. With upcoming races in Belgium and beyond, Glenmorangie is set to become a defining flavour of the paddock – one perfectly suited to the elevated tastes of Formula 1’s global audience.