Formula 1’s extensive 10-year deal with LVMH has been further enhanced after it was announced Volcan de mi Tierra is now the sport’s Official Tequila Partner.
The tequila brand is a collaboration between LVMH and the long-established Mexican company Gallardo.
Volcan de mi Tierra becomes the latest Moët Hennessy-related alcoholic drink to link up with F1 since the $1billion LVMH deal commenced earlier this year with Moët & Chandon champagne, Belvedere Vodka, and Whispering Angel wine already on board.
“We are delighted to witness Volcan de mi Tierra reach the global stage with Formula 1,” said Santiago Cortina Gallardo, CEO and Co-founder of Volcan de mi Tierra.
“Our brands champion those who rise to every challenge, push past their limits, and embrace their inner fire. Tequila lovers and motorsport enthusiasts demand the best — and that’s exactly what they get with Volcan de mi Tierra.”
Having previously been the official tequila partner of the 2023 and 2024 Las Vegas Grand Prix, the extended deal with F1 was announced ahead of the MSC Cruises United States Grand Prix and will see Volcan de mi Tierra across the sport’s hospitality spaces for the remainder of the 2025 season and beyond.
“Formula 1 has always been a symbol of prestige and excellence. We’re thrilled to welcome Volcan de mi Tierra as the Official Tequila of Formula 1,” added Emily Prazer, Formula 1’s Chief Commercial Officer.
“When the brand first partnered with the Las Vegas Grand Prix, it was clear that they shared Formula 1’s vision for innovation, craftsmanship and sophistication. We are excited to build on the success of the recent years and take this collaboration to the next level.”
Other luxury LVMH brands to enter F1 since the partnership was initially signed last October include Louis Vuitton – which creates bespoke trophy trunks – and TAG Heuer, which is the official timekeeper and became the first-ever title sponsor of the Monaco Grand Prix earlier this year.
