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.
Image Credit: Moët Hennessy
What's Driving This Trend
- 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.
- 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.
- 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.
Who This Affects Most
- Luxury Hospitality
- Ultra-exclusive formats are reshaping hospitality around rarity and personalization, offering new models for premium guest engagement outside traditional restaurants and lounges.
- Motorsport
- Formula 1 circuits are evolving into immersive lifestyle destinations, where racing heritage can support adjacent revenue streams in dining, travel, and luxury entertainment.
- Wine and Spirits
- Premium beverage portfolios are gaining experiential depth through curated pairings in culturally relevant environments, strengthening product discovery through emotion and exclusivity.
