By Andy Young and Stefanie Collins

The 2016 Formula One Rolex Australian Grand Prix will mark the official launch of Chandon’s partnership with F1 team McLaren-Honda.

The partnership is a long-term, global collaboration that will see Chandon and McLaren-Honda celebrations taking place across Melbourne in the lead up to the Grand Prix weekend and during the race.

Ashley Powell, marketing & business development director for Chandon, told TheShout: "We wanted to align ourself with a brand that was cutting-edge and very open-minded. What better brand to celebrate innovation with than McLaren Honda. Led by British F1 legend Jenson Button and Spanish racing star Fernando Alonso, the glamourous sport was a perfect fit for leading sparkling wine brand Chandon.

"Chandon was born out of the spirit of open-mindedness within a search for new horizons, and as one of the most successful teams in Formula One history, McLaren meets Chandon, with the same boundless conquering spirit. Their advanced technology and progressive thinking is the perfect alignment for Chandon."

In terms of what benefits the partnership will bring to Chandon, Powell said: "As well as the obvious exposure Chandon will receive, we're also fortunate enough to be creating an exclusive piece of content featuring Jenson and Fernando, launching just before the big race. Featuring the two team-mates racing in a series of unexpected challenges, the video is set against the stunning backdrop of the Domaine Chandon Winery, in a race like you’ve never seen before."

He also told TheShout: "Though the McLaren Honda team won't be spraying Chandon, there will be ample opportunities for F1 fans to have a glass of Chandon. The Chandon McLaren-Honda celebrations will take place across Melbourne in the lead up to the Grand Prix weekend and during the race. From fabulous parties to special brunches, Australians can enjoy these celebrations at various venues across the city."

Eric Boullier, McLaren-Honda racing director added: “We have the best driver line-up in the sport. We have an engineering team that has been meticulously hand-picked, structured, guided and inspired; the blend of technical skill-sets and attitudinal mind-sets we now possess are fit-for-purpose and state-of-the-art. 

"We’ve nurtured a hugely impressive roster of loyal and powerful partners, and we’re delighted to now be working with Chandon for a season of passion and innovation.”

The partnership will also see the new 2016 McLaren-Honda car and the drivers' race suits branded with the Chandon name.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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