Chandon partners with McLaren

Thus, the sparkling wine brand Chandon announced its entry into F1 through a multi-season contract with McLaren.

This agreement is interesting for more than one reason. Indeed, the LVMH group has decided to enter F1 through its sparkling wine brand, whose vineyards are present in many countries but not in France. Thus, even if these wines are made using the Champagne production process, they cannot claim the name Champagne since they are not produced in the eponymous geographical area.

One might thus think that the French group has chosen not to promote its Moet-et-Chandon champagne brand in order to avoid direct competition with the Mumm brand, which is the official F1 partner in this sector (allowing it to be present on the podium) but is primarily a subsidiary of the Pernod-Ricard group.

Furthermore, the team has decided to release images showing the placement of the logos for the next season. However, the Chandon logo is positioned at the level of the drivers’ legs in the cars. Yet, this spot is currently occupied by Johnnie Walker, a subsidiary of another alcohol conglomerate, Diageo.

We can therefore assume that the marketing executives at Woking have managed to bring in a brand without having to coexist with two brands from the same industry on their cars. Contacted by us, the team simply stated that they did not comment on rumors and that discussions were ongoing.

With the participation of www.racingbusiness.fr