Aston Martin expands luxury lifestyle strategy with Champagne Bollinger partnership

Aston Martin and Champagne Bollinger have entered into a new global partnership, uniting two names long associated with luxury, craftsmanship and performance.

Under the agreement, Aston Martin becomes Champagne Bollinger’s Official Automotive Partner, while Bollinger takes on the role of Official Champagne Partner for the British marque. The collaboration promises to create shared experiences that draw on both brands’ traditions and reputations.

Champagne Bollinger, founded in 1829 in Aÿ, France, has a history defined by meticulous craftsmanship and artisanal savoir-faire. The House remains family-owned and independent, renowned for its balance of heritage and innovation. Bollinger has been continuously granted the Royal Warrant since 1884, underscoring its longstanding connection with the UK  and its reputation for quality.

Aston Martin, established in 1913, is synonymous with British performance and design. Its handcrafted sports cars, including the Vantage, DB12 and the DBX707 SUV, have made it an enduring symbol of style and engineering excellence.

Champagne Bollinger, founded in 1829 in Aÿ, France, has a history defined by meticulous craftsmanship and artisanal savoir-faire…

VIP experiences and events

As part of the arrangement, we can expect Champagne Bollinger to feature at Aston Martin launches, VIP customer gatherings and motorsport celebrations. The brand’s champagnes are expected to be served at exclusive events worldwide, marking victories on the racetrack or private unveilings in equal measure.

The partnership also reinforces the positioning of both brands in the luxury market. For Aston Martin, it complements its strategy of expanding lifestyle experiences around its cars. For Bollinger, it builds on its bicentenary ambitions and its close ties to the UK.

Charles-Armand de Belenet, Managing Director of Champagne Bollinger, said the partnership “feels as if the two brands were made for each other, embodying the perfect pairing of refined taste and thrilling performance.”

Stefano Saporetti, Director of Brand Diversification at Aston Martin, said the collaboration reflects Aston Martin’s focus on creating “unforgettable experiences that blend performance, craftsmanship, and artistry.”

Main points at glance: Aston Martin and Champagne Bollinger partnership

• Aston Martin and Champagne Bollinger have announced a new global partnership.
  
• Bollinger becomes the Official Champagne Partner of Aston Martin, while Aston Martin is now Bollinger’s Official Automotive Partner.
  
• Champagne Bollinger, founded in 1829, is family-owned, renowned for its artisanal winemaking, and holds a Royal Warrant since 1884.
  
• Aston Martin, founded in 1913, is globally recognised for its luxury sports cars and handcrafted performance.
  
• The partnership will bring Bollinger Champagne to Aston Martin launches, VIP events, and customer experiences worldwide.
  
• Statements from both brands emphasise the natural alignment of values, heritage, and elegance.
  
• Champagne Bollinger is preparing for its bicentenary in 2029, with major heritage and sustainability projects underway.
  
• Aston Martin continues its global luxury growth strategy, including its Formula One presence and future electrification plans.