Sebastien Vilmot On Moët & Chandon’s Enduring Partnership With Formula 1 And The Art Of Celebration

One of the most iconic celebrations in sports: Formula 1 drivers spraying champagne on the podium came about serendipitously. In 1950, at the Reims Grand Prix, Frédéric Chandon de Briailles, an heir of Moët & Chandon and later one of the key figures in its modern expansion, spontaneously offered a bottle to the race winner. Last year, Moët & Chandon fittingly returned as the official champagne of Formula 1, marking a major comeback as part of a 10-year global partnership between LVMH and Formula 1. This year, the maison continues to deepen its relationship with the pinnacle of motorsport, returning as the title partner of the Formula 1 Moët & Chandon Belgian Grand Prix 2026 while maintaining its presence across the championship.

In an exclusive interview, Robb Report Malaysia spoke to Sebastien Vilmot, managing director of Moët Hennessy Southeast Asia, about the enduring relationship between Moët & Chandon and Formula 1, the art of celebration, and the shared values of craftsmanship, teamwork, and excellence that bring the two worlds together. Vilmot has over two decades of international experience in the luxury sector, with a broad perspective on luxury brand building and consumer markets. Vilmot’s career has taken him across Europe, Russia, and Latin America, before bringing him to Singapore, where he is currently based.

Formula 1 combines luxury, technology, and entertainment in a very distinctive way. What do you think makes the sport such a compelling platform for a luxury brand like Moët & Chandon?

Celebration is the soul of Moët & Chandon. We celebrate life’s moments, big and small, but above all, the experiences people share. That’s why the maison is very selective about where it shows up. We want to be part of the cultural moments that bring people together today, where moments turn into memories and celebration truly means something.

Formula 1 is a powerful example of this because it combines heritage, craftsmanship, and cultural relevance. Our partnership allows us to connect Moët & Chandon’s rich past with a very contemporary global culture. It connects where we come from with where we’re going.

What also strikes me is the intensity of the collective emotion. In Formula 1, you have truly inspiring drivers, teams working behind them with incredible dedication and precision, and fans from around the world, who bring their own joy and passion to every race. From the pit lane to the podium, from the stands to the city hosting the Grand Prix and beyond, everyone is part of the same experience.

When the winner sprays the champagne and you hear the roar of the crowd, the thrill of victory is palpable. It’s a moment Moët & Chandon is proud to be part of.

Who is your favourite Formula 1 driver, past or present, and what is it about them that you admire?

Kimi Räikkönen, particularly in 2007. Succeeding Michael Schumacher at Ferrari was an extraordinary challenge. Schumacher had defined an era, winning five consecutive titles with the team, and had become almost inseparable from Ferrari. Räikkönen arrived with a very different personality and won his first race with the team.

What I find remarkable is how the season ended. With only two races remaining, he was 17 points behind Lewis Hamilton, with just 20 points still available. Very few people believed the championship was still within reach, but Räikkönen won both races and became World Champion by a single point. I admire that mindset: never distracted by the odds, just completely focused on winning.

Beyond the competition itself, what do you enjoy most about watching Formula 1?

What fascinates me is the extraordinary nature of teamwork. Behind every driver are hundreds of people, all contributing to the same performance. You can have the best driver and the fastest car, but one poor call or a slow pit stop can undo an entire weekend’s work. Formula 1 is a powerful reminder that while talent may be individual, winning never is.

What has been a favourite Grand Prix experience for you?

I grew up in Provence, so I should probably declare a slight bias here: Monaco. I attended the Monaco Grand Prix in 2010, and it was the first time I truly understood the universe surrounding Formula 1. Of course, the race itself was extraordinary, but what struck me just as much was everything happening around it: the yachts, the parties, the hospitality, and people arriving from all over the world.

For one weekend, an entire city seemed to revolve around Formula 1. That was when I realised it was much more than a sport; it could create an entire world around an event. And, with my south of France bias fully acknowledged, I still think Monaco does that better than anywhere else.

Moët & Chandon

Image credits: _DPPI_1, Getty Images, Moët & Chandon