Is Formule One About To Sign Its First Official Vodka?
From the Telegraph:
Luxury goods giant LVMH is thought to be in pole position to land the vodka deal with its Belvedere brand. While Belvedere is distributed internationally, it does not enjoy as wide recognition as rivals such as Smirnoff and Absolut.
In addition to the vodka category, F1 CEO Bernie Ecclestone is also reportedly eyeing the mobile phone category. The price tag for official partnerships runs about $15 million per year.