Sparkling partnerships put F1 and England Rugby in the spotlight

F1 has partnered with French Bloom, Moët Hennessy’s non-alcoholic sparkling brand, while Nyetimber has become the first English fizz to sponsor England Rugby.

French Bloom, founded in 2019 and now part-owned by LVMH, will be poured across F1 hospitality suites worldwide, offering guests a luxury alcohol-free option. Its wines, made from Limoux grapes and produced via a Cognac-inspired dealcoholisation process, are already served in Michelin-starred restaurants.

Meanwhile, Nyetimber replaces Bollinger as England Rugby’s official sparkling wine, ending a 24-year French association. The Sussex-based producer will be served at Twickenham's Allianz stadium and awarded to players of the match, with CEO Eric Heerema calling the move “a proud moment.”

Together, these announcements highlight the growing influence of both alcohol-free wine and English sparkling wine on the global sporting stage.