The BWT Alpine F1 Team has announced a partnership with Maison Pommery & Associés, making the iconic French brand the team’s exclusive champagne supplier from this weekend’s Louis Vuitton Monaco Grand Prix.
The timing is unlikely to be coincidental. Monaco – the spiritual home of French motorsport glamour – provides the natural backdrop for a collaboration between two of France’s most recognisable names.
Alpine and Pommery, whose Reims cellars have been producing champagne since 1858, represent a meeting of two institutions deeply embedded in French culture and identity.
From this weekend, guests at Alpine’s hospitality will be invited to enjoy Pommery’s iconic brands – including the Brut Royal and the Grand Apanage 1874 – across the team’s premium race weekend experience.
The partnership will extend across the remainder of the season, with both brands working on activations that reflect what they describe as a shared vision of emotion.
“We are delighted to welcome Maison Pommery & Associés to the team,” said Guy Martin, Global Marketing Director at Alpine.
“Their heritage, excellence and pioneering spirit reflect the same ambition and elegance that drive our team.”
The announcement follows confirmation last week of Alpine’s 2027 rebrand to Gucci Racing Alpine F1 Team.
We are extremely proud to partner with Alpine and the BWT Alpine Formula One Team – two French references that embody excellence, innovation, and emotion.
Nathalie Vranken
For Pommery, the new tie-in gives the historical drink manufacturer a chance to showcase its products on the global stage F1 now provides.
“We are extremely proud to partner with Alpine and the BWT Alpine Formula One Team – two French references that embody excellence, innovation, and emotion,” said Nathalie Vranken, President of Maison Pommery & Associés.
“Through this collaboration, we aim to showcase the French art de vivre within the prestigious and thrilling world of Formula One, offering exceptional moments to guests and enthusiasts around the world.”
