The word champagne had always been synonymous with the sport, and in the Bernie Ecclestone era that extended to one producer securing the rights to be an official partner of F1.
Moet et Chandon had the deal for many years, and subsequently, Mumm took over. In 2016 there was a brief move to sparkling wine with McLaren partner Chandon, but the brand was part of the French LMVH luxury goods group under the umbrella of Moet Hennessy, and arguably not such a huge step away from the traditional product.
