The Monza Grand Prix 2025 was more than just a showcase of speed and skill. Thanks to Moët Hennessy, the event became a celebration of luxury, heritage, and performance, blending the adrenaline of Formula 1 racing with refined elegance. For the first time this season, Moët Hennessy expanded beyond its individual Maisons to deliver an off-track experience that rivaled the excitement of the track itself. The result was a weekend that elevated the Grand Prix into an immersive, multi-sensory journey, setting a new standard for luxury sports partnerships.
A Historic Partnership Between LVMH and Formula 1
Since 2025, LVMH has been the global luxury partner of Formula 1 under a landmark ten-year agreement. This partnership brings together some of the most iconic LVMH Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer, uniting two worlds defined by precision, prestige, and performance.
At each race, the wines and spirits division of LVMH showcases its distinguished brands — Moët & Chandon, Hennessy, Glenmorangie, Belvedere, and Whispering Angel. These activations are more than just tastings; they are curated experiences designed to reflect the artistry and heritage of each Maison.
The Monza Grand Prix, one of the most storied races in Formula 1 history, was the perfect stage to debut an entirely new concept, bringing fans and distinguished guests into a world where luxury and sport converge.
A Michelin-Starred Celebration of Formula 1
On Saturday evening, Moët Hennessy hosted an exclusive dinner at Garage 21 in Milan, a venue celebrated for its contemporary elegance and refined atmosphere. The evening was masterfully curated by world-renowned three Michelin-starred chef Massimo Bottura, known for his ability to transform tradition into avant-garde culinary art.
Each course was inspired by a defining Formula 1 moment, creating a gastronomic journey that mirrored the drama, speed, and passion of racing. These dishes were paired with Moët Hennessy’s exceptional wines and spirits, allowing guests to experience each Maison in a deeply personal way.
This unique pairing of high gastronomy and luxury spirits represented the pinnacle of the evening, immersing attendees in a sensory narrative that went far beyond the typical race weekend hospitality.
Honoring Sir Jackie Stewart
The highlight of the evening came when Moët Hennessy paid tribute to Sir Jackie Stewart, a legend in the world of Formula 1 and a three-time World Champion. Stewart’s storied career includes many unforgettable moments at Monza, where he cemented his reputation as one of the sport’s greatest competitors.
His legacy extends beyond his racing victories. Stewart was among the first drivers to celebrate with the now-iconic champagne spray, a tradition forever linked with Moët & Chandon. This emotional tribute underscored the deep connections between Formula 1, luxury heritage, and the culture of celebration that Moët Hennessy has helped shape.
Blending Speed with Sophistication
The Monza activation perfectly captured Moët Hennessy’s vision: to make a thrilling global sport even more desirable by adding layers of exclusivity and refinement. Through this partnership, every Grand Prix becomes more than a race. It becomes an immersive lifestyle experience, where on-track performance and off-track luxury harmonize.
By integrating bespoke dinners, legendary spirits, and storytelling that connects the past with the present, Moët Hennessy has created a new blueprint for luxury activations in the sporting world. From Milan to Monaco, these curated events position Formula 1 as not only a premier competition but also a cultural touchstone that resonates with discerning audiences worldwide.
Setting a New Standard for Global Luxury Events
This year’s Monza Grand Prix demonstrated how Moët Hennessy is redefining the possibilities of a global partnership. By going beyond traditional branding and embracing “living memories,” the division is creating once-in-a-lifetime moments that live on long after the checkered flag has fallen.
From the elegance of Massimo Bottura’s culinary artistry to the heartfelt tribute to Sir Jackie Stewart, the weekend was a masterclass in experiential luxury. It showcased the power of heritage brands to engage audiences not just as spectators but as participants in a story of excellence and celebration.
As Moët Hennessy continues its decade-long journey with Formula 1, fans and luxury enthusiasts alike can expect even more breathtaking experiences that blend speed, sophistication, and unforgettable memories.
Please drink responsibly.
