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Sibylle Scherer just put Moët & Chandon’s name on one of Formula 1’s highest-demand race weekends. Moët & Chandon will be the title sponsor of the 2027 Formula 1 Australian Grand Prix, the maison and the Australian Grand Prix Corporation confirmed this week.
Moët replaces Qatar Airways. The Albert Park title shelf has turned over almost every year since the pandemic: Heineken in 2022, Rolex in 2023 and 2024, Louis Vuitton in 2025, Qatar Airways in 2026, and now Moët in 2027. Travis Auld, CEO of the Australian Grand Prix Corporation, called Moët synonymous with celebration and said the maison would help set a new benchmark for luxury sporting experiences at Albert Park.
The house has been Official Champagne of Formula 1 since 2025 under LVMH’s global luxury partnership. Scherer framed Melbourne as a Champagne market with Asia-Pacific reach, and she pointed to a local history that runs back to 1888, when Moët shipped product for Melbourne’s Centennial Exhibition. The brand also spent years on the podium at the Australian Grand Prix from 1985 to 1997.
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