Drinks brands are gearing up for the Formula 1 Louis Vuitton Australian Grand Prix 2025 from 13-16 March.

LVMH was announced in late January as the title partner for the first race of the season in Melbourne, following the news the luxury giant had joined Formula 1 as a Global Partner for 10 years from 2025 in a deal potentially worth $1 billion.

Its Moët Hennessy brands will play high-profile roles at the event, with Moët & Chandon kicking off the festivities by launching a cork-shaped hot air balloon over Melbourne on March 10.

Moët & Chandon will also be sprayed on the podium as the top three drivers toast their success, while Belvedere will host the Australian Grand Prix’s Official After Party.

St Hugo, Heineken, Jack Daniel’s and Chivas Regal are also joining the party with special activations.

Pictured above: Jack Daniel’s popular Jack’s Rides experience is returning to the Australian Grand Prix 2025.

World’s most followed sports series

It’s hardly surprising that drinks brands are flocking to the sport, with a December report by data and analytics agency Nielsen Sports that revealed that Formula 1 is now the most followed sports series in the world.

Since 2021, global interest in the series has risen by 5.7%, which makes Formula One the fastest growing annual competition globally. This growth is equivalent to around 50 million additional fans in just three years.

Nielsen’s study, which was carried out across 37 international markets also found that 41 per cent of Formula One fans are women, with the fastest growing fanbase aged 16 to 24.

New food & beverage precinct

A new food and beverage precinct Melbourne Junction at the Australian Grand Prix 2025 will be home to some of the city’s most beloved food and beverage brands during the event.

Located right in the heart of the circuit between the lake and the main straight, Melbourne Junction is segmented into three areas with a distinctly Melbourne flavour: Collins St, Lygon St and The Esplanade. 

MoVida, a longstanding gem of the city’s laneway dining scene, will bring its tapas and Spanish adaptations to racegoers, with a pop-up restaurant presented by American Express.   will be bookable from Thursday 6 March, and will also receive a complimentary tapas share plate when they dine.  

Award-winning winery St Hugo will be introducing the latest addition to its range with eight-time Formula 1® Grand Prix winner and winemaker (in training) Daniel Ricciardo, with his first-ever pop-up wine bar to be opened in Melbourne Junction.

The bar will offer general admission ticket holders the chance to try Ricciardo’s new Enchanté Rosé. Fans can also step into the bar’s phone booths to ‘Dial for Dan’ and hear from the man himself; or pay homage to his rose tattoo (that also features on the Enchanté Rosé bottle) in the temporary tattoo parlour. 

After debuting as an immediate fan favourite in 2024, The Espy returns to Albert Park, with beers on tap for the first time in the re-creation of St Kilda’s iconic Hotel Esplanade, while Melbourne coffee institution.

First time Formula 1® appearances in Melbourne Junction include Hochi Mama, Fonda Mexican, Royal Stacks, Bincho Boss and Hella Good.  

On the Lygon St side of the precinct, newcomers to the circuit include Brunetti Classico, Pidapipo Gelati, Bianco, I Love Pasta and Johnny, Vince & Sam.  

Returning to race week to round out the Melbourne Junction offering are the famed Lune Croissanterie, Pinchy’s Lobster Rolls, 400 Gradi, Burger Boy, La Santa Muerte, Papi’s Chicken and San Pellegrino.

Australian Grand Prix Corporation CEO Travis Auld said: “Melbourne has one of the best food and social scenes in the world, and we want the Albert Park Grand Prix Circuit to be a true representation of all that the city has to offer.” 

“The Melbourne Junction precinct will be home to some of our favourite local brands, including MoVida Presented by American Express, bringing an elevated dine-in restaurant experience to racegoers.”