Glenmorangie, the revered Highland single malt Scotch whisky, has announced its designation as the official whisky of Formula 1, marking a significant expansion of the decade-long strategic alliance between its parent company, LVMH (Moët Hennessy Louis Vuitton), and F1.
This landmark collaboration further embeds LVMH’s luxury portfolio within the world’s premier motorsport.
The partnership was unveiled with a touch of Hollywood flair by legendary actor Harrison Ford, who also fronts Glenmorangie’s global “Once Upon a Time in Scotland” brand campaign. In a specially released short film, Ford delivered his characteristic understated approval, succinctly declaring the alliance “Nice,” a sentiment that perfectly captures the synergy between these two global icons.
The unprecedented 10-year agreement between LVMH and Formula 1, which began in 2025, strategically integrates a curated selection of LVMH Maisons into the pinnacle of motorsport. Glenmorangie now joins a prestigious lineup including Moët & Chandon (Official Champagne), Belvedere (Official Vodka), Louis Vuitton (for bespoke trophy trunks), and Whispering Angel rosé, solidifying LVMH’s comprehensive presence within the exhilarating world of F1.
At its core, this collaboration is founded on a shared ethos of heritage, innovation, and an unwavering pursuit of excellence. With over 180 years of pioneering whisky craftsmanship, Glenmorangie mirrors Formula 1’s 75-year legacy of pushing the boundaries of performance and technology. Both entities exemplify meticulous attention to detail and a relentless drive for perfection in their respective fields.
Emily Prazer, Chief Commercial Officer at Formula 1, expressed her enthusiasm and said, “As part of our 10-year deal with LVMH, we are delighted to welcome Glenmorangie from the Moët Hennessy Maisons collection as the Official Whisky of Formula 1. We have both been mastering our craft for many years, and we share a commitment to refinement and perfection delivered over time.
“With our mutual respect for tradition, it is absolutely fitting that we are launching our collaboration at the Formula 1 British Grand Prix at Silverstone – the circuit that hosted our first race 75 years ago – and from there around the world for many years to come.”
Caspar MacRae, President and CEO of Glenmorangie, added, “I am thrilled to set in motion Glenmorangie’s landmark partnership with Formula 1 – the pinnacle of motor racing. We share with F1 a great pride in our heritage and an unstoppable desire to reach new heights of excellence.
“We look forward to spectacular performances and imaginative serves and hope our collaboration will inspire and excite racegoers throughout Formula 1’s 75th anniversary year – and beyond.”
Glenmorangie will activate its presence at Formula 1 events globally throughout the 2025 season, kicking off with the FORMULA 1 QATAR AIRWAYS BRITISH GRAND PRIX 2025 at Silverstone on July 4, 2025. This historic venue, which hosted the inaugural official F1 World Championship in 1950, will serve as a fitting launchpad for immersive experiences. Racegoers will have the exclusive opportunity to enjoy specially crafted Glenmorangie cocktails and engage in unique photo moments featuring the iconic Eagle Speedster Jaguar E-Type, as driven by Harrison Ford in the “Once Upon a Time in Scotland” campaign.
A core tenet of this partnership will be the active promotion of responsible drinking, with Glenmorangie strongly advocating for alcohol-free driving at all events.
This strategic alliance is poised to significantly enhance Glenmorangie’s global visibility, connecting the esteemed Scotch whisky brand with F1’s vast and diverse international fanbase. For LVMH, it further solidifies its position within the experiential luxury market, leveraging the unparalleled global platform of F1 to deliver unique and memorable brand encounters.
The partnership also reinforces F1’s standing at the intersection of high-performance sport and luxury lifestyle, promising an enhanced and refined experience for race attendees worldwide. It also strengthens F1’s position as a premier platform for brands seeking to engage a highly engaged and affluent global audience, joining a distinguished roster of partners including PepsiCo, MSC Cruise, PwC, Disney, Allwyn, Barilla, ALT Sports Data, Tag Heuer, and Moët Hennessy.
