Volcan de mi Tierra Named Official Tequila of Formula 1 in 10-Year Global Partnership

Volcan de mi Tierra becomes the Official Tequila of Formula 1 through an LVMH partnership blending Mexican craftsmanship and global luxury with the world’s most prestigious racing series.

A Milestone Partnership on the Global Stage

Volcan de mi Tierra, the ultra-premium tequila born from the union of Mexico’s Gallardo family and LVMH, is now the exclusive tequila pouring at Formula 1 races worldwide—the result of LVMH’s historic 10-year agreement with F1. After debuting as the Official Tequila Partner of the Las Vegas Grand Prix in 2023 and 2024, the brand is rapidly expanding its F1 presence, now featuring across F1-operated hospitality spaces and the prestigious Paddock Club for the 2025 season and beyond.

Raising a Glass to Excellence and Craft

Formula 1’s fanbase exceeds 825 million, making it a stage where only brands built for greatness truly shine. Both F1 and Volcan de mi Tierra share a relentless drive for mastery—expressed in every race lap and every drop distilled. Volcan’s portfolio blends traditional craftsmanship with LVMH sophistication: from select agave harvest to single NOM bottling, each tequila honors Mexican heritage and modern luxury standards.

As Santiago Cortina Gallardo, CEO & Co-Founder, Volcan de mi Tierra, said:
“We are delighted to witness Volcan de mi Tierra reach the global stage with Formula One. 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.”

The Spirit of Celebration in Motorsports

Volcan “should taste like tequila,” according to its creators—a maxim reflecting that greatness, like racing glory, “doesn’t happen overnight.” This ethos is at home in F1’s glamorous world, where precision, passion, and victory go hand in hand. From the energetic hospitality of the Paddock Club to major podium celebrations, Volcan cements itself at the intersection of celebration, speed, and world-class quality.

Emily Prazer, Chief Commercial Officer, Formula 1, 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.”

The Next Lap: Legacy and Luxury

As part of a historic 10-year global partnership, Volcan joins other LVMH icons—Moët & Chandon, TAG Heuer, Louis Vuitton—in bringing new dimension to F1’s fan experience. With curated Paddock Club experiences and signature pours at every race, Volcan de mi Tierra celebrates those who “rise to every challenge” on the world’s fastest tracks.

The partnership is more than a sponsorship—it’s a toast to craftsmanship, ambition, and the legacy of excellence that both Volcan de mi Tierra and Formula 1 have built over generations.