A unique partnership that redefines the relationship between the worlds of luxury and motorsport was announced in March 2025. Scottish brand Glenmorangie will be the official whisky of Formula One, as part of a ten-year alliance with its owner, the LVMH conglomerate. The partnership coincides with the 75th anniversary of the queen of motorsports. While the inauguration took place on 6.07.2025. during the British Grand Prix at the legendary Silverstone circuit. The site of the first official F1 race in 1950.
Legacy, mastery and responsibility
Glenmorangie and Formula 1 share a common philosophy. Respect for tradition, the pursuit of excellence and the highest quality craftsmanship. The centerpiece of the partnership is The Original 12-year-old single malt. A whisky considered a classic of the genre. This one is destined to become a symbol celebrating successes on and off the track.
Promoting responsible alcohol consumption is also an important part of the agreement. Glenmorangie and Formula 1 are jointly emphasizing the need to drive without alcohol. Not only during sporting events. That’s why they put the safety and health of participants and supporters first.
Glenmorangie the official whisky of F1. Harrison Ford ambassador of the campaign
As part of the launch of the partnership, Glenmorangie unveiled an advertising campaign featuring Hollywood actor Harrison Ford. The short film is titled “Once Upon a Time in Scotland.” In a light-hearted and witty manner, it tells the story of the meeting of two worlds: Scottish heritage and modern motorsport.
Harrison Ford is not only appearing in the campaign. Also, he appeared live at the British Grand Prix at the Silverstone circuit. Fans had the opportunity to participate in special attractions: Glenmorangie-based cocktail tastings, special experience zones and take a commemorative photo with the classic Eagle Speedster Jaguar E-Type. The car appears in a promotional video.
Voice of brand representatives
Emily Prazer, commercial director of Formula One, stressed that this partnership perfectly reflects the shared values of both brands: elegance, craftsmanship and global character. As she pointed out, Silverstone is the historic birthplace of F1. Therefore, it is a natural choice for the inauguration of this decade of cooperation.
Caspar MacRae, chairman and CEO of Glenmorangie, expressed his delight at the opportunity to co-create a new chapter in the history of Formula 1. He noted that together they want to inspire sports fans around the world and bring even more passion, quality and the joy of discovering unique flavors to their experience.
A broader alliance between LVMH and Formula One
Glenmorangie’s new role is part of a broad partnership between LVMH and Formula One, which also includes other prestigious brands. Louis Vuitton will provide unique world championship trophy trunks, while Moët & Chandon serves as the official champagne of the sport, highlighting the stature and luxurious setting of each race weekend.
Glenmorangie the official whisky of F1
Glenmorangie official F1 whisky is not just a marketing project. It’s also the meeting of two worlds built on decades of heritage, attention to detail and passion. It represents an invitation to millions of fans around the world to celebrate the sport in a class-conscious way. Both on and off the track.
The ten-year partnership heralds a new phase. Here, luxury, tradition and modernity together create a unique Formula One history. Therefore, the next seventy-five years and beyond can belong to this duo.
