The Formula One Group has signed on premium champagne brand Carbon as the official supplier to F1 in one of the sport's first new commercial deals.
The multi-year deal will see Carbon's ultra-exclusive sparkling wine magnums, valued at $3,000 a bottle, sprayed by drivers on the podium at every race.
The partnership is one of Liberty Media's first commercial deals since it bought F1 last year, but certainly not the last with the sport's owners looking to increase the number of commercial partners associated with Grand Prix racing.
"The unique feature of a bottle made with carbon, the material so representative of the amazing technology in our sport, is a further element that makes Champagne Carbon the perfect product for the drivers to celebrate with on a Formula 1 Grand Prix podium," said F1 commercial boss Sean Bratches.
Carbon's very high-end product, a Grand Cru blend of Chardonnay and Pinot Noir grapes from the House of Devavry, was introduced only five years ago but is the brainchild of F1 enthusiast Alexandre Mea, whose family's history in Champagne dates back five generations.
Carbon's hefty price tag is due to the champagne's ultra-expensive carbon packaging which involves a very elaborate and precise manufacturing procedure.
Just like building a Formula 1 car...