F1 fans, its time to raise a toast. Glenmorangie Highland single malt Scotch whisky has been named the Official Whisky of Formula 1, marking a significant moment for both the world of whisky and motorsport.
Unveiled ahead of the 2025 British Grand Prix at Silverstone, the announcement signals the start of a multi-year global collaboration that brings together two icons of craft, heritage and performance. The move is part of a wider 10-year alliance between Glenmorangie’s parent company, LVMH, and Formula 1.
As the sport continues to grow its global footprint — with a greater emphasis on lifestyle, premium experiences, and cultural cachet — Glenmorangie becomes the latest prestige brand to enter the F1 paddock. The news of the Highland single malt brand entering the high-octane sport isn’t surprising.
Luxury brands have been accelerating into Formula 1 in recent seasons. From horology houses like IWC and Richard Mille to fashion giants such as Gucci and Hugo Boss, the grid has become a showcase of craftsmanship and style. With its mix of speed, spectacle, and storytelling potential, F1 offers heritage-rich brands a high-octane platform to reach new, often younger audiences.
Making It Official
To launch the partnership, Glenmorangie enlisted its global ambassador, Harrison Ford, who stars in a tongue-in-cheek short film titled Once Upon a Time in Scotland. In classic Ford style, the actor marks the whisky’s debut on the F1 scene with dry understatement: “Nice.”
Glenmorangie’s race debut took place at the Formula 1 Qatar Airways British Grand Prix 2025 at Silverstone — the historic venue that hosted the sport’s first World Championship race in 1950. Fans in attendance enjoyed Glenmorangie cocktails, tastings, and a photo opportunity with the Eagle Speedster Jaguar E-Type featured in the campaign.
While Glenmorangie maintains its stance on alcohol-free driving, the brand sees Formula 1 as a natural fit — a world where precision, power and performance matter. And now, it’s a world with a dram of Highland character built in.
“We share with F1 a great pride in our heritage and an unstoppable desire to reach new heights of excellence,” said Glenmorangie CEO Caspar MacRae. “This partnership is about celebrating craft and progress — on the track and in the glass.”
