The 75th anniversary season of Formula 1 racing added a road-friendly bubbly to the roster this month: French Bloom, a non-alcoholic sparkling wine that recently joined LVMH’s Moët Hennessy portfolio, is now the Official Alcohol-Free Sparkling Wine of Formula 1.
Earlier this year, LVMH’s Moët & Chandon Champagne was welcomed back as Formula 1’s Official Champagne after a four-year hiatus in the iconic brands’ relationship, which began in 1950. (Italian metodo classico sparkler Ferrari-Trento filled in admirably in the meantime.) Moët & Chandon also took on the role of title partner for the Moët & Chandon Belgian Grand Prix race, won by Oscar Piastri in July.
Moët was motorsporting long before F1, however. Following a thrilling Vanderbilt Cup in 1936 at Long Island’s Roosevelt Raceway, the New York Daily Mirror ran a frontpage photo of racing legend Tazio Nuvolari drinking from a jeroboam of Moët & Chandon while sitting in the race’s very large trophy of the same name.
Over the ensuing decades, Moët was the victor’s spoil for some of racing’s most celebrated stars, from Sir Jackie Stewart and Ayrton Senna to Mika Häkkinen and Michael Schumacher. Moët & Chandon was even the bottle of record at what is believed to be the first ever celebratory winner’s podium Champagne spraying, in 1967, but more on that lore later ….
What exactly is French Bloom?
French Bloom is a de-alcoholized sparkling wine made primarily from organic Chardonnay and Pinot Noir grapes grown in Limoux, a region in the Languedoc known for its blanquette and crémant sparkling wines. French Bloom also includes some other organic ingredients, such as lemon juice. The brand was founded by friends Maggie Frerejean-Taittinger and French model Constance Jablonski, with support from Maggie’s husband, Rodolphe Frerejean-Taittinger, CEO of the Frerejean Fréres Champagne house and a cousin to the family behind Champagne’s prestigious Taittinger grande marque.
Luxury goods goliath LVMH bought in late last year, and now the 0.0 percent ABV French Bloom is Formula 1’s first-ever alcohol-free wine partner. ”The [drinks industry] landscape has shifted dramatically,” Maggie Frerejean-Taittinger told Wine Spectator. “Consumers are no longer asking if there should be an alcohol-free option, but which one. We see French Bloom’s role as leading this movement globally, elevating the perception of non-alcoholic sparkling wine from a compromise to a true choice where quality, complexity and terroir are represented in a zero percent option like never before.”
“Having Moët Hennessy's confidence and support for our winemaking vision means a great deal,” she continued. “Looking ahead, I believe this category will become desirable at the highest level, a natural part of how the next generation celebrates, travels and lives well.”
What was the first Champagne spray celebration?
Racing historians have pinpointed 1967’s 24 Hours of Le Mans race as the first recorded Champagne spraying celebration, and like so many of mankind’s greatest discoveries, it would appear to have happened by accident … sort of.
The accident in question had actually occurred a year earlier, when Colin Davis and Jo Siffert's Porsche 906 sped to victory. Their post-race bottle of Champagne accidentally popped open during the celebration and showered those in the immediate vicinity.
Perhaps inspired by the previous year’s celebration, 1967 Le Mans winner Dan Gurney let the Champagne spray with abandon during his victory celebration. “That’s the boss you’re spraying,” Gurney’s driving partner A.J. Foyt said as Henry Ford dripped.
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