Formula One announces new partnership with Volcan de mi Tierra

LVMH-owned Mexican luxury tequila brand Volcan de mi Tierra has been announced as the Official Tequila of Formula One.

The agreement, part of LVMH’s ten-year partnership with F1, will see Volcan de mi Tierra expand its presence across the series’ hospitality spaces, including the F1 Paddock Club.

The two first teamed up in 2023, when Volcan de mi Tierra served as the Official Tequila Partner of the F1 Las Vegas Grand Prix.

Emily Prazer, Chief Commercial Officer, Formula One, said:

“Formula 1 has always been a symbol of prestige and excellence. We’re thrilled to welcome Volcan de mi Tierra as the Official Tequila of Formula 1. When the brand first partnered with the Las Vegas Grand Prix, it was clear that they shared Formula 1’s vision for innovation, craftsmanship and sophistication. We are excited to build on the success of the recent years and take this collaboration to the next level.”

Santiago Cortina Gallardo, CEO and co-Founder, Volcan de mi Tierra, added:

“We are delighted to witness Volcan de mi Tierra reach the global stage with Formula 1. Our brands champion those who rise to every challenge, push past their limits, and embrace their inner fire. Tequila lovers and motorsport enthusiasts demand the best — and that’s exactly what they get with Volcan de mi Tierra.”