Formula 1 Las Vegas Grand Prix Revs Up Limited-Edition Tequila Drop Alongside Volcan de Mi Tierra

(Photo: LVMH)

Volcan de Mi Tierra, the latest tequila venture from French luxury goods giant Moët Hennessy, is once again joining forces with Formula 1 for a limited-edition bottling.

Ahead of the Grand Prix at the end of November, the agave spirits brand is rolling out a reinterpretation of its slender X.A Reposado expression. Though the liquid inside remains the same as usual, the exterior features a red gradient on the bottom intended to mimic the flashing lights of the Las Vegas strip.

Pricing and availability have yet to be announced. For reference, last year’s drop was limited to 3,800 bottles (an ode to the Las Vegas Strip Circuit’s 3.8-mile track) available at $174.99 each.

“I’m thrilled for Volcan de mi Tierra to continue this amazing partnership with the Formula 1 Las Vegas Grand Prix,” Santiago Cortina Gallardo, co-founder & CEO of Tequila Volcan, remarked in a news release. “2024 will mark our second return to known land, where both tequila lovers & motorsport enthusiasts will discover our new limited edition X.A bottle as well as various crafted experiences for fans to come together and celebrate during the exciting weekend.”

Volcan de Mi Tierra is the first and only foray into the tequila market from LVMH. Best known for high-end spirits like Hennessy Cognac and Moët & Chandon Champagne, the luxury megabrand came into being after Moët & Hennessy merged with fashion house Louis Vuitton in 1987.

The merger paid off — as of 2023, LVHM is ranked the most valuable company in Europe. Other ventures under its umbrella include Dior, Fendi, Givenchy, Marc Jacobs, Belvedere Vodka and Old Parr Scotch.

Volcan X.A is an interesting, somewhat anomalous notch in its portfolio. From its tall-and-slender silhouette to its $150+ price tag, the expression was clearly designed as a competitor to so-called “club bottles” like Don Julio 1942 and Clase Azul. Unlike those brands, however, Volcan abides by an additive-free recipe intended to appeal toward spirits enthusiasts.

The expression has proven a smash hit with critics since its debut last year, garnering an impressive Raided Score® of 88 on our site. If you’d like to learn more about its latest release, find the brand’s website here.