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10 June 2026

Formula 1's Most Famous Celebration

Charles Leclerc, Oscar Piastri and Lando Norris on the podium after the Formula 1 Austrian Grand Prix 2025 at the Red Bull Ring in Spielberg.
Quick Read

• The champagne-spraying ritual in Formula 1 did not begin in F1 itself but at the 1967 Le Mans race.
• Today, the podium celebration remains one of motorsport's most recognisable traditions.
• Ahead of the Formula 1 Lenovo Austrian Grand Prix in Spielberg (26–28 June), Moët & Chandon offered insights into the history of the ritual.
• The Austrian Grand Prix follows Monaco, where Louis Vuitton served as title sponsor of the race.
• Formula 1 increasingly attracts luxury and fashion brands seeking access to a global audience.
• The 2026 championship arrives in Austria with a new generation of drivers leading the standings.

From a Cork Accident to a Global Ritual

When Formula 1 arrives at the Red Bull Ring in Spielberg later this month, fans will once again expect one moment as much as the race itself: the podium celebration.

The image of drivers spraying champagne has become part of the visual language of motorsport. Yet the tradition did not originate in Formula 1. Historians generally trace it back to the 24 Hours of Le Mans in 1966, when Swiss driver Jo Siffert's champagne bottle was left in the sun for too long. Under enormous pressure, the cork suddenly shot out during the national anthem, spraying the spectators. A year later, American Dan Gurney won the same race at Le Mans. Remembering the previous year, he deliberately shook the bottle, placed his thumb over the opening, and sprayed champagne over team members, officials and spectators after his victory. The spontaneous celebration quickly became a sporting symbol that Formula 1 soon adopted.

Long before drivers started spraying champagne, bottles were already being presented to winners. In Formula 1's inaugural championship season in 1950, race winners occasionally received champagne as a congratulatory gift. Over time, the act evolved from a ceremonial presentation into an energetic celebration shared with teams and fans.

Ahead of the Austrian Grand Prix, Moët & Chandon highlighted its history as part of its renewed presence in Formula 1. The champagne house first became associated with the championship in the 1960s and returned as official champagne partner in 2025 under the wider partnership between Formula 1 and luxury group LVMH.

The Journey of a Three-Litre Bottle

The bottles used on Formula 1 podiums are not standard retail formats. Winners traditionally celebrate with a Jeroboam containing three litres of champagne.

The ritual follows a carefully structured sequence. After the chequered flag, the top drivers enter parc fermé, where the winning driver signs the ceremonial bottle. The drivers then move to the cooldown room before stepping onto the podium in front of thousands of spectators.

Although the celebration appears spontaneous, it has become one of the sport's most choreographed moments. Television audiences around the world instantly recognise the spray of champagne as the visual confirmation that another Grand Prix has entered Formula 1 history.

Austria has produced several memorable podium celebrations, from the victories of Austrian legend Niki Lauda in the 1970s to more recent celebrations by Max Verstappen at the Red Bull Ring.

Austria Awaits the Next Chapter

The Formula 1 Lenovo Austrian Grand Prix takes place from 26 to 28 June at the Red Bull Ring. The event follows the Monaco Grand Prix, which this year carried the title sponsorship of Louis Vuitton.

Formula 1 currently consists of 11 teams and 22 drivers. After six rounds, the championship is led by Kimi Antonelli of Mercedes with 156 points, ahead of Lewis Hamilton of Ferrari and Mercedes driver George Russell.

The previous three Austrian Grands Prix in Spielberg were won by Verstappen (2023), Russell (2024) and Lando Norris (2025). The latter led a McLaren one-two finish ahead of Oscar Piastri.

Why Fashion Houses Are Entering Formula 1

The growing presence of luxury brands around Formula 1 reflects the sport's transformation into a global lifestyle platform.

Through the LVMH partnership, brands including Louis Vuitton and Moët & Chandon have become visible across race weekends. Louis Vuitton creates custom trophy trunks for Grand Prix winners, while Moët & Chandon supplies the iconic podium bottles.

Beyond LVMH, fashion labels have increasingly aligned themselves with teams and drivers. HUGO works with Visa Cash App RB, Castore supplies Oracle Red Bull Racing apparel, and Pepe Jeans has collaborated with Red Bull Racing on lifestyle collections. Meanwhile, Gucci has announced its entry into Formula 1 through a future partnership with Alpine.

For fashion companies, Formula 1 offers something few cultural platforms can match: a global audience, highly recognisable personalities, and visual moments that travel instantly across television, social media and news coverage. The champagne spray on the podium remains one of those moments — a tradition that began with a single bottle and has become one of the sport's most enduring symbols.


Image: Charles Leclerc of Scuderia Ferrari and McLaren drivers Oscar Piastri and Lando Norris stand on the podium after the Formula 1 MSC Cruises Austrian Grand Prix 2025 at the Red Bull Ring in Spielberg, Austria. Large-format Moët & Chandon bottles and the winners' trophies are displayed following the race. © Xavi Bonilla / DPPI (provided by Moët & Chandon)