Royal flush: Bollinger partners with Aston Martin

Bollinger becomes the official Champagne partner for luxury car brand Aston Martin in a “prestigious union” that brings together two companies which both hold the Royal Warrant. The warrant is only granted to businesses which supply King Charles and his royal households.

Aston Martin has long carved out strategic alliances with high-end drinks brands. Last November db broke the news that Aston Martin Formula One Team had struck an exclusive partnership with Scotch whisky brand Glenfiddich, which the motoring company said would create “unforgettable moments at the intersection of heritage and high performance”.

Rewind to 2022 and it was another whisky brand that caught the attention of the Champagne house, leading to the crafting of The Bowmore ARC-52, a single malt aged for 52-years and housed in a sculptural decanter. Describing the US$75,000 whisky as “an exceptionally rare release”, Marek Reichman, chief creative officer for Aston Martin, summarised the importance of brand collaboration, declaring: “We are fuelled by passion, but also by partnership.”

Now, it is a centuries-old Champagne house that has forged links with the heritage motor firm, promising that the partnership will lead to “VIP experiences around the globe”.

“This partnership is a natural alignment of two iconic brands,” says Charles-Armand de Belenet, managing director of Champagne Bollinger. “Both our Maisons share a commitment to timeless elegance, heritage, and the mastery of our respective crafts. We are proud to see Champagne Bollinger become part of Aston Martin’s most exceptional moments around the world. This is a partnership that feels as if the two brands were made for each other, embodying the perfect pairing of refined taste and thrilling performance.”

Royal decree

Champagne Bollinger has been continuously granted the Royal Warrant since 1884, making it one of the longest-standing honours of its kind in the wine world.

Upon receiving the honour once again in December 2024, Etienne Bizot, director general of Groupe Bollinger, said: “I am delighted to hear that Champagne Bollinger has once again been bestowed the great honour of receiving the Royal Warrant. It is with great pride that we display the Royal Warrant on every bottle of Champagne Bollinger we produce, and it is extra special to receive it this year from His Majesty The King, on the 140th anniversary since it was first bestowed upon the House by Queen Victoria in 1884.”

For a full list of drinks companies currently granted the Royal Warrant click here.

Similarly, Aston Martin has held the Royal Warrant for motor cars since 1982, though King Charles’ membership of the Aston Martin Owners Club pre-dates this by a full nine years (he joined the club in 1973). The luxury car company began applying the new royal Coat of Arms to its branding in 2025. Therefore, the newly announced marriage between Champagne Bollinger and Aston Martin underscores a mutual recognition by the British Royal Household.

Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin boasts the Vantage, DB12, Vanquish, DBX707 and its first ‘hypercar’, the Aston Martin Valkyrie, among its vehicle portfolio. It also has significant goals to ‘green’ its fleet, recently announcing its plans to have a line-up of electrified sports cars and SUVs by 2030. The company is listed on the London Stock Exchange as Aston Martin Lagonda Global Holdings plc.

Strong Bond

In addition to the Royal Warrant, Bollinger is also connected with another classic British institution, that of Ian Fleming’s James Bond novels. The 007 spy famously drinks Bollinger in the tales, as well as vodka martinis “shaken not stirred”. And in 2024, the Champagne house released a limited edition cuvée to mark the 60th anniversary of Bond film Goldfinger. Priced at £3,500, the Goldfinger 007 is fittingly from the 2007 vintage and only 200 bottles were produced.

“Champagne Bollinger has a long-standing connection as the preferred Champagne to the famous secret agent and Goldfinger is pivotal in the James Bond film franchise,” Victoria Carfantan, director of Champagne Bollinger UK and global partnerships told the drinks business at the time.

Formula One darlings

Drinks brands are increasingly flocking to F1 motor racing with rose brand Whispering Angel, Belvedere Vodka and Moet & Chandon all signing  or renewing deals with the sport this year.

Meanwhile, alcohol-free beer Peroni 0.0% launched a Ferrari driving simulation to celebrate its partnership with the car manufacturer at this year’s Silverstone race. Guests had the opportunity to ‘virtually’ experience the 10 metre tunnel known as The Hangar Straight to get a sense for how professional racing drivers experience this part of the Silverstone track. An immersive infinity room, known as The Wet Lap, also simulated how driving through rain impacts the different surfaces of the track during a full lap of the circuit.

Related news

Immersion Collection celebrates 40 years of Champagne Thiénot

Champagne from Prince Charles and Lady Di's wedding up for auction

Champagne prices plunge as UK grocers intensify pre-Christmas discount battle