Tag: Moët Hennessy

Australia – Strengthening its decade-long global partnership with LVMH, Formula 1 has announced Moët Hennessy’s luxury spirit, Belvedere, as its first-ever official vodka partner.

Kicking off in Australia, Belvedere will host an official after-party for the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025,’ featuring performances from internationally recognised DJs. Throughout the season, Belvedere Vodka will also be available in hospitality areas such as the ‘Paddock Club’ and ‘F1 Garage,’ adding to the event’s premium experience.

Stefano Domenicali, president and CEO of Formula 1, said, “Formula 1 has always been the symbol of prestige, adrenaline, and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner. Together we share the same dedication to quality and the pursuit of exclusive moments.”

“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership,” Domenicali added.

This partnership marks Belvedere’s entry into global sports, aligning the vodka brand with Formula 1’s international reach. The collaboration aims to enhance the fan experience with unique events and premium hospitality offerings throughout the season.

Francois-Xavier Desplancke, president and CEO of Belvedere Vodka, shared, “I am immensely proud of the partnership between Belvedere and Formula 1. Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance.” 

“In the high-octane world of Formula 1®, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner but as the embodiment of the festivities and the entertainment. Formula 1® isn’t just about speed; it’s about spectacle. And where there’s a race, there will always be a reason to honour the excitement of the sport, from off track to beyond,” he continued. 

In January, Formula 1 announced a ten-year partnership with Louis Vuitton, making the luxury brand the title partner for the season-opening race in Melbourne, now named the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025.’ As part of this agreement, Moët & Chandon returned as the official champagne of Formula 1, with Belvedere later joining as the official vodka partner.

In addition to its partnership with LVMH, Formula 1 has announced several other official collaborations, including a recent agreement with ALT Sports Data as its official betting data supplier and a partnership with global lottery operator Allwyn. Meanwhile, Singapore Airlines has extended its title sponsorship of the Singapore Grand Prix for another four years, securing its role through the 2028 season.

Ahead of the upcoming Chinese New Year festivities, many luxury brands are embracing the cultural significance and immense consumer enthusiasm surrounding this year’s well-known occasion through their creative energies translated into campaigns. For these brands, such types of campaigns not only aim to resonate with Chinese traditions, values, and aspirations but also aim to capture the attention and loyalty of affluent consumers during this pivotal time of festivity and renewal.

For MARKETECH APAC’s latest What’s NEXT Interview, we spoke with Nausicaa Charrier, Marketing Director for Moët Hennessy Singapore & Malaysia to learn more about how luxury brands can create authentic campaigns for the Chinese New Year, and what outlook can the luxury marketing industry in Asia-Pacific expect this year.

For Charrier, creating engaging campaigns is not all about who’s making the most out of new marketing mediums to execute their stunts but rather using these mediums as a way to create narratives that resonate with audiences. Recently, Moët Hennessy created a drone show with 500 drones painting the sky, symbolising the brand’s unique alchemy obtained from the art of blending singular eaux-de-vie to create cognac masterpieces.

Moët Hennessy recently did a 500-drone show in the Marina Bay as part of the brand’s Chinese New Year activations

“Technology isn’t just a tool; it is a platform that allows us to reimagine traditions and elevate how we are telling our brand stories,” she said.

She also added that they firmly believe that luxury is not just about opulence but also about showcasing authenticity and that this principle is particularly crucial when integrating cutting-edge technology into their branded experiences. 

“Rather than using technology for the sake of using it, we strategically utilise it to complement and amplify our narratives in an innovative way. It will always go back to our Maison DNA and the story we want to tell. Technology is a mean, not an end. Ensuring authenticity means that each technological endeavour seamlessly aligns with our partnerships, reflects our cultural essence, and reinforces the genuine connections we foster,” Charrier explained.

When asked about the key trends for luxury marketing in Asia-Pacific, she notes three things: a rising demand for immersive, personalized experiences, driven by a quest for exclusivity; sustainability taking centre stage, emphasising eco-conscious practices and responsible event management; and the use of advanced technology, including virtual and augmented reality, as a way to revolutionise event boundaries.

“To stay ahead, our brands adopt a versatile approach. We focus on innovation and curating personalised experiences that highlight customisation and exclusivity. Sustainability takes a central role, emphasising ethical practices and minimising environmental impact. Our commitment extends to engaging with our communities, both fans and consumers,” she explained.

Charrier also highlighted the importance of advanced technology for future luxury brand campaigns, adding, “The integration of advanced technologies is strategically woven into our events, ensuring a seamless blend of tradition and innovation. In alignment with emerging trends, our brands strive to deliver unmatched luxury experiences that resonate with the evolving preferences of our discerning audience.”

In terms of advice brands should take note in executing their future marketing campaigns, she states that navigating the luxury brand industry in APAC will bring a mix of challenges and opportunities. In Moët Hennessy’s case, the challenge is maintaining the brand allure across diverse markets with unique preferences. However, she offers an actionable insight despite this challenge.

“To address this, we focus on authentic collaborations that go beyond typical endorsements. Our strategy involves integrating seamlessly with local cultures, creating genuine connections that resonate with our discerning audience. This ensures our brands align with the nuances of each market, enhancing desirability in the ever-evolving APAC luxury scene,” she said.

Charrier also added, “Moreover, the industry faces the challenge of adapting to changing consumer expectations. However, this challenge offers an exciting opportunity for our brands to lead through innovation. Embracing technology is crucial to enhance customer experiences. Our commitment is to stay agile, addressing evolving trends in the region and keeping our brands at the forefront of the dynamic APAC luxury landscape. This approach positions us not just to meet but to exceed the expectations of our discerning audience, driving continued success in the coming year.”