The two houses announce a strategic collaboration that brings together British engineering and French winemaking tradition, strengthening exclusive experiences aimed at an international audience. The agreement consolidates the role of Aston Martin within the global luxury ecosystem and expands the cultural and commercial reach of Champagne Bollinger.
The partnership between Aston Martin and Champagne Bollinger is presented as one of the most notable collaborations of the year in the luxury world, uniting two institutions that share historical values: the pursuit of excellence, the defence of craftsmanship and a coherent vision of tradition as a driver of innovation. With this agreement, Champagne Bollinger becomes the Official Champagne Partner of Aston Martin, while the British automotive firm becomes the Official Automotive Partner of the French maison. The alliance has a global scope and will be integrated into major events, presentations and activations of both brands, highlighting a cultural convergence that evolves into a long-term strategic project.
Founded in 1829 in Aÿ, France, Champagne Bollinger has maintained its family independence for nearly two centuries, preserving traditional techniques such as the role of the in-house cooper responsible for maintaining more than 4,000 oak barrels. This artisanal approach coexists with oenological innovation, which has strengthened its reputation as one of the sector’s most respected maisons. The firm is known for its pursuit of balance between heritage and innovation, a principle that equally defines the trajectory of Aston Martin, established in 1913. The British marque has built some of the world’s most recognised sports cars through advanced engineering, timeless design and a culture of quality that has transcended generations.
The union between the two houses is grounded in mutual respect for tradition and in a shared vision of luxury as an expression of technical precision, refined aesthetics and a commitment to excellence. Both Aston Martin and Champagne Bollinger hold Royal Warrants, a distinction that underscores their historical connection to the United Kingdom and their alignment with institutional standards of quality. This cultural affinity strengthens the strategic nature of the partnership and amplifies its international significance within the global luxury market.
The collaboration will materialise in exclusive experiences around the world. Champagne Bollinger will feature in Aston Martin’s main VIP events, from private launches to celebrations linked to motorsport, a sphere in which the British marque has a longstanding presence. In each activation, the French maison will contribute its distinctive character and understated style, elevating key moments through a meticulous selection of cuvées that reflect its historical identity. The alliance aims to offer clients experiences aligned with luxury codes: personalisation, absolute quality and attention to detail.
The agreement also forms part of Aston Martin’s diversification strategy, which in recent years has expanded beyond sports-car manufacturing to develop lifestyle initiatives. According to Stefano Saporetti, Director of Brand Diversification, the collaboration aligns with the objective of creating integrated experiences where performance, design and craftsmanship interact organically. Champagne Bollinger emphasises that this partnership reflects a natural alignment based on respect for heritage, commitment to excellence and participation in global projects connecting tradition and modernity.
A further dimension of the agreement concerns social responsibility. Both houses highlight the importance of responsible consumption and will integrate the message “NEVER DRINK AND DRIVE” into all related activations, reinforcing their ethical commitment within a sector where cultural and lifestyle values carry significant influence. The inclusion of this message in campaigns, events and communications underscores the intention of both brands to promote safe and responsible practices across all environments.
From a business perspective, this partnership strengthens Champagne Bollinger’s international expansion strategy. The maison has outlined an ambitious roadmap toward its Bicentennial in 2029, a project that includes cultural initiatives, heritage renovation, a wine-tourism centre and the construction of a cathedral-style cellar overlooking the French vineyards. The collaboration with Aston Martin fits within this broader vision, connecting winemaking heritage, design and artisanal excellence with highly specialised international audiences.
Aston Martin, meanwhile, continues to consolidate its position as an ultra-luxury brand within the British and international markets. With models such as the Vantage, DB12, DBX707 and the Valkyrie hypercar, the Gaydon-based firm has strengthened its role in the high-performance segment. The alliance with Champagne Bollinger extends its institutional presence beyond motorsport, reinforcing the construction of a coherent brand ecosystem aligned with its long-term vision.
The Luxury Trends (Revista de lujo – Luxury Magazine) ©Aston Martin y Champagne Bollinger images
