Rosé-tinted spectacle – Formula 1 welcomes Whispering Angel as partner

Formula 1 has welcomed another LVMH brand into the fold as Whispering Angel has been announced as the championship’s official rosé partner.

The wine becomes the latest Moet Hennessy brand to link with F1 since LVMH’s 10-year, $1billion deal came into effect, with Moet & Chandon and Belvedere Vodka already on board.

Whispering Angel will be available in hospitality spaces at a number of F1 races, including Silverstone, Singapore and Las Vegas, having already been on offer in venues such as Miami and Monaco.

“Having been served in the F1 Paddock Club during the past 15 years, we are thrilled to bring Whispering Angel to the next level through this exciting partnership while accelerating towards the chequered flag and crossing the finishing line,” said Whispering Angel founder and CEO Sacha Lichine.

The deal is the latest in Formula 1’s diversification of sponsors, partners and licensees with the broad spectrum highlighted by recent agreements with PwC, Barilla and Disney.

“Today is another special moment for our landmark partnership with LVMH as we welcome Whispering Angel to the Formula 1 family as the official rosé partner,” said F1 chief commercial officer Emily Prazer.

“This perfect partnership brings together the pinnacle of motorsport with a brand known for its sophistication, elegance, and excellence and unites us on our joint mission to deliver fantastic experiences for our fans.

“This season we have already seen Whispering Angel integrate seamlessly into our exclusive hospitality areas, and together we will deliver moments that further define Formula 1 as the standard bearer for luxury in sport and entertainment.”

LVMH has made its presence felt since becoming the biggest partner in F1 history, with Louis Vuitton and TAG Heuer also entering the series as champagne and timekeeper, respectively – the latter becoming the first-ever title sponsor of the Monaco Grand Prix.

Speaking at the Autosport Business Exchange: Monaco, LVMH corporate brand strategy and activation director Kristine Drullion explained why the luxury brand conglomerate wanted to be involved in Formula 1.