Who Will Become the Official Bourbon of Formula 1? LVMH’s Expansion Sparks Speculation

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Home » Bourbon Blog » Bourbon and Whiskey News » Who Will Become the Official Bourbon of Formula 1? LVMH’s Expansion Sparks Speculation

With LVMH Expanding Its F1 Partnerships, This Fan Wonders What’s Next for American Whiskey. Could Formula 1 Soon Crown an “Official Bourbon”?

Formula 1’s growing relationship with the luxury spirits world took another high-octane step this week as Volcan de mi Tierra, the premium tequila brand owned by LVMH’s Moët Hennessy, was announced as the Official Tequila of Formula 1. The move deepens LVMH’s 10-year global partnership with the sport, which already includes Glenmorangie as the Official Whisky of F1. LVMH became the global luxury partner of Formula 1® in 2025 under a 10-year agreement involving several iconic LVMH Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer.

With tequila and Scotch now both represented under the LVMH umbrella, fans of bourbon and Formula 1 (such as myself) may be asking the next logical question: will bourbon be next?

Is there a Bourbon Gap in Formula 1?

American Whiskey Ready for Its Moment

As Formula 1 continues to grow its footprint and fan base in the United States, with Grand Prix in Miami, Austin, and Las Vegas, bourbon’s absence from the “official lineup” is increasingly noticeable. American whiskey brands are aligning with teams and Grand Prix events. Jack Daniel’s serves as an official partner of McLaren F1, while Jim Beam recently joined forces with the Cadillac Formula 1 Team for its inaugural season in the top tier of motorsport.

But while those collaborations are team-specific, an “Official Bourbon of Formula 1” designation would place the American whiskey on an international platform. This could come at a time when bourbon-makers are looking to stand out as a global luxury spirit and grow their base.

LVMH’s American Whiskey Contender

Could Woodinville Whiskey Be in the Running?

Given LVMH’s momentum with Formula 1, Woodinville Whiskey Co. might be a potential frontrunner. The Washington-based distillery, acquired by Moët Hennessy in 2017, is well-known for its craft approach to whiskey-making and its national reach. Aligning Woodinville with Formula 1 would be a strategic trifecta for LVMH; Scotch, Tequila, and American Whiskey under a single luxury banner.

Such a move would not only showcase LVMH’s global spirits portfolio but also reinforce the company’s narrative of craftsmanship and terroir, themes echoed in both racing and distilling.

Recent F1 and Whisky Collaborations

Other Possible Contenders

American Bourbon Brands with Global Reach

If LVMH doesn’t take the bourbon slot, other American whiskey makers could seize this opportunity. Brands with strong international distribution and a portfolio of luxury offerings, such as Buffalo Trace, Maker’s Mark, or Four Roses, could fit Formula 1’s image of precision, heritage, and performance.

And given that both Jack Daniel’s and Jim Beam are already active within F1, either brand could look to expand their team-level sponsorships into an official series partnership.

The Road Ahead

With Formula 1’s global audience seeing continued growth, motorsport offers a stage for spirits brands to showcase luxury, lifestyle, and craftsmanship. LVMH’s latest tequila partnership suggests a broader strategy to align its beverage portfolio with the world’s most glamorous sporting events.

Whether Woodinville or another American whiskey becomes the next brand to take the podium at Formula 1 remains to be seen. As bourbon looks to continue its international push, its next major international collaboration could be around the next corner.

Cover image generated by ChatGPT.

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