The Formula 1 Louis Vuitton Australian Grand Prix 2025 has cemented its reputation a global sporting phenomenon and drinks brand dream event, following a week packed with celebrities, live music, activations and pop-up bars.

More than 465,000 people were at Albert Park across the four days of the race, a new record, while 10’s free to air coverage scored 1.72 million viewers, with viewership up 31% year on year, attracting the network’s highest share of audience since 2008.

As Mumbrella noted: “Over 20 major advertisers signed up for Network 10’s free-to-air Formula 1 broadcast, including Harvey Norman, Shannons, 7-Eleven, Subway, and American Express. Hundreds more will be filling every square inch of Albert Park, and the entire event has Louis Vuitton as its naming sponsor.”

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.

Its Moët Hennessy brands played 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 was also sprayed on the podium as the top three drivers toasted their success, while Belvedere vodka kicked off the weekend with an exclusive dinner at Maison Bâtard, then hosted the Australian Grand Prix’s Official After Party.

Pernod Ricard brands St Hugo and Chivas Regal also joined the party, creating innovative activations including the St Hugo X Daniel Ricciardo Enchanté Rosé bar and bringing to life unique experiences, such as bespoke Chivas cocktails including the Leclerc Spritz inside the Ferrari Suite and Casa Ferrari marquee.

Commercial Director Glen Scarlett said: “It’s clear how the broad appeal of this event opens up fantastic opportunities for our brands to seamlessly engage with a diverse and global audience of F1 fans.”

After a sell-out debut in 2024, Jack Daniel’s brought back its popular Jack’s Rides experience – offers fans a front-seat ride in a luxury, racing-inspired sportscar – to Melbourne streets for the Australian Grand Prix 2025.

From 14-16 March fans heading to or from Albert Park could book rides in pairs from either The Espy in St Kilda or Crown Melbourne in Southbank – turning their journey into an extension of the race-day thrill.

Additionally, in celebration of its partnership with the McLaren Formula 1 Racing team, Jack Daniel’s created a dedicated race HQ for fans with the launch of Jack’s Garage at The Espy in St Kilda.

Jack Daniel’s Brand Manager Ashleigh Wheeler said: “Jack Daniel’s went even bigger this F1 season launching Jack’s Garage at The Espy with a full venue takeover and an amazing session with Oscar Piastri alongside McLaren & Jack Daniel’s super fans. We had epic music acts in the famous Gershwin Room over four big nights with Rum Jungle, Durand Jones & The Indications, Nina Las Vegas & Brad Cox, with delicious JD cocktails, interactive driving games and a replica F1 car!

“Jack’s Rides was back with even more consumer rides and sleek designs, definitely the most awesome way to get to the race.”

Solbevi celebrates Australian Grand Prix success