Which was the first alcohol brand to sponsor a car in Formula 1?

Formula 1 is a global sport. F1 has millions of fans across the world who watch races on TV or even visit the race tracks. Thus, this makes the sport a perfect place for advertisers. F1 cars are often called, ‘billboards on wheels’ for the great exposure brands get through sponsoring teams. Although the sport has had a reputation for roping in some sponsors which might harm the fans, such as alcohol and tobacco.

Alcohol brands are a major part of F1. Certainly, some may find this link ironic, as teams promote alcohol via racing. But then again, money is valued more than ethics. Over the years, Formula 1 has witnessed several brands from this background such as Johnnie Walker, Chandon, Heineken, Smirnoff and Kingfisher. However, it was an Italian drinks giant which took the title of the first alcohol brand to sponsor a car in Formula 1.

Martini, the brand which has its roots in 1863 in Italy joined Formula 1 with the Techno squad in 1972 and 1973. Martini has a reputation for being involved in motorsport, providing fans with some iconic liveries in rallying as well. After departing from Techno at the end of 1973, the Italian giant switched to Bernie Ecclestone‘s Brabham F1 team for a few years, racing red cars with the martini stripes, a classic design to this day.

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Martini last was a Formula 1 sponsor in 2018

Martini then moved to Team Lotus in 1979, with star drivers, Carlos Reutemann and Mario Andretti. Unfortunately, Team Lotus failed to replicate its success from the previous season, failing to win even a single race that year. Subsequently, the Italian drinks company left the sport soon after. It would take over 25 years before the brand made a return to Formula 1. This time with Scuderia Ferrari as a minor sponsor between 2006 and 2008.

The last time a Formula 1 team raced in Martini colors was in 2018. Williams signed a deal with the Italian giant in 2014 and this partnership continued till the end of 2018. The Williams F1 cars ran a white livery with the iconic stripes throughout the course of this sponsorship. Albeit there was limited success, with no race victories. Lance Stroll achieved the brand’s last podium finish in Formula 1 at the 2017 Azerbaijan Grand Prix.

Thus, the first alcohol sponsor in F1 has had a rather unsuccessful time in the sport. Sadly, the Martini stripes might make the cars look great but they can’t make them go faster. However, in the modern era, we see a tighter rope in such sponsorships. Though presently, Formula 1 allows for alcohol endorsements, including F1’s global partner Heineken. Perhaps, we can see Martini make a comeback to the sport sometime in the future.

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