Moët Hennessy, the luxury wines and spirits division of the LVMH group, has partnered with Formula 1 to launch The Out Lap — an entirely new hospitality concept that transforms the journey from the garage to the starting grid into a moving fine dining experience aboard a travelling dining room.
The Moët Hennessy x Formula 1 hospitality concept accommodates just 12 guests and traverses a bespoke route through each Grand Prix circuit. The Out Lap stops at legendary locations where a former racing driver shares personal memories of the track while an exclusive multi-course menu is served. The inaugural edition debuts at the 2026 Belgian Grand Prix at Spa-Francorchamps, with Yannick Alléno, the world's most Michelin-starred chef and Moët & Chandon ambassador. The menu is created specifically to be experienced in motion, with each course paired with wines and spirits from the Moët Hennessy portfolio.
Motorsport-Inspired Hospitality Concepts
Moët Hennessy and Formula 1® Boasts The Out Lap
Trend Themes
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Mobile Fine Dining — Luxury brands are turning transit itself into a premium venue, creating space for compact, high-margin culinary formats that merge movement, scarcity, and sensory storytelling.
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Sport-embedded Hospitality — Major sporting events are becoming stages for intimate branded experiences, enabling sponsors to extend value beyond visibility into exclusive access, narration, and participation.
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Chef-led Brand Experiences — Celebrity culinary talent is elevating experiential marketing by translating prestige partnerships into memorable, limited-capacity moments tied to place and performance.
Industry Implications
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Luxury Hospitality — Ultra-exclusive formats are reshaping hospitality around rarity and personalization, offering new models for premium guest engagement outside traditional restaurants and lounges.
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Motorsport — Formula 1 circuits are evolving into immersive lifestyle destinations, where racing heritage can support adjacent revenue streams in dining, travel, and luxury entertainment.
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Wine and Spirits — Premium beverage portfolios are gaining experiential depth through curated pairings in culturally relevant environments, strengthening product discovery through emotion and exclusivity.