Mark Mann-Bryans: Having an ‘official vodka’ feels like a step too far for F1’s partnership push

One other subsidiary of LVMH has been confirmed as a brand new companion of Formulation 1 because the 10-year deal struck with the collection continues to bear fruit for the luxurious model conglomerate.

Having an award-winning, high-end vodka on board clearly matches that transient, however does it match F1 itself?

In fact, in a bygone period alcohol and tobacco sponsorships saved the wheels of the championship turning – fairly actually – however we function in several occasions now, that’s plain whether or not you agree with the change or not.

Sure, Heineken is already a long-term companion of F1 as its official beer however – with just a few exceptions – the 0.0% alcohol-free model is often the customer-facing sponsor, whereas the corporate additionally has a powerful anti-drink driving marketing campaign working parallel to the settlement.

Moet & Chandon too, one other LVMH model was introduced because the official champagne of F1 final month, however that ties in with the history of the series and podium celebrations stretching back to its inaugural season in 1950.

Groups even have alcohol companions – McLaren and Ferrari have beer-brand associations with Estrella Galicia and Peroni Nastro Azzurro respectively, however once more each are with their alcohol-free drinks. Chivas Regal and Glenfiddich have each entered F1 previously six months, with Ferrari and Aston Martin respectively, whereas NEFT Vodka stays a companion of Racing Bulls.

However having an official vodka companion for your complete championship feels as if the strains have been blurred considerably – particularly with F1 racing in sufficient territories the place alcohol, or its accompanying sponsorships, are banned.

Add to the truth that simply days earlier the series announced a new official betting data supplier in ALT Sports Data and the waters are clouded additional nonetheless.

There is no such thing as a cause why F1 shouldn’t capitalise on the very fact it’s now as standard as ever and might appeal to blue-chip manufacturers and companions who would beforehand have been turned away by the prospect of spending an enormous chunk of change to get entangled.

However, given the nice work it has achieved with the ‘When You Drink, By no means Drink’ marketing campaign in recent times, how does then lauding a partnership with Belvedere sit inside that messaging?

From the beginning of the 2025 season in Australia, Belvedere would be the host of the official F1 after get together: “an unique occasion that can redefine high-end leisure and nightlife,” in response to the press launch asserting the brand new deal.

Perhaps that’s the crux of it, that F1 and Belvedere are positioning themselves as companions away from the standard track-based manufacturers and as an alternative are teaming up as a part of the expertise that’s now constructing in and across the races themselves.

However nonetheless the most recent partnership sits throughout the ever-expanding portfolio, it does look barely misplaced.