Business · Companies · 4 hrs ago
Moët & Chandon links luxury with sustainability and Formula 1
Moët & Chandon CEO Sybille Scherer says luxury must respond to sustainability concerns and changing cultural tastes while preserving the brand's identity.
Scherer made the comments during a visit to Mexico for the Formula 1 Grand Prix, as the champagne maker returned to the sport.
The partnership is part of a 10-year global agreement between Formula 1 and LVMH, which owns Moët & Chandon.
The brand's link with racing began in 1950, when a bottle was offered to the winner of the French Grand Prix.
Champagne has been part of Formula 1 celebrations for more than 70 years, including the drivers' cooldown room and the podium.
Scherer says the company is investing in sustainability, including biodiversity, because its product depends on the land and the Champagne region in France.
The partnership is in its second year, and the company says it wants to remain relevant to both longtime customers and younger generations.
Moët & Chandon CEO Sybille Scherer said luxury should combine refinement with attention to sustainability and changing cultural expectations.
Scherer made the remarks during a visit to Mexico for the Formula 1 Grand Prix, marking the Maison’s return to the sport.
Moët & Chandon’s relationship with Formula 1 dates to 1950, when a bottle was offered to the winner of the French Grand Prix.
The company says it has a special champagne reserve for Formula 1 celebrations, including the cooldown room and podium.
Scherer said the Maison’s sustainability work includes protecting biodiversity, which she described as essential to making its product.
- Who
- Moët & Chandon CEO Sybille Scherer and Latin America and Caribbean president Régine Erviti.
- What
- Moët & Chandon is linking its luxury brand with sustainability and Formula 1.
- When
- Scherer spoke during a visit to Mexico for the Formula 1 Grand Prix. The article was published on November 10, 2026.
- Where
- Mexico; the company’s champagne is produced in France’s Champagne region.
- Why
- The company says luxury must respond to sustainability concerns and changing cultural expectations while remaining true to its identity.
This story does not have two clearly opposing sides.
Frédéric Chandon de Brialles spontaneously offered a bottle of Moët Impérial to the winner of the French Grand Prix in Reims-Gueux.
Sybille Scherer became CEO of Moët & Chandon.
Scherer visited Mexico for the Formula 1 Grand Prix as part of the Maison’s return to the sport.
- Founded
- 1743
- Production location
- Champagne region, France
- Time from grape to bottle
- Three years
- F1 connection began
- 1950, at the French Grand Prix in Reims-Gueux
- CEO
- Sybille Scherer, since 2019
1 source
What people are saying
Luxury has to respond now to a society that is very demanding about refinement, but is also aware of sustainability challenges and new cultural expressions.
We care a great deal about biodiversity and devote time and resources to it; without it, we could not make our product.
Mexico is one of Moët & Chandon’s two most important markets in Latin America.