Why do drivers celebrate by spraying wine on the podium?

Photo: Angelo Giordano - Pixabay

This ritual is an exclusive tradition of car and motorcycle racing. In swimming, volleyball, football, basketball, and almost any other sport — with the partial exception of cycling — it's rare to see athletes celebrating by spraying sparkling wine. It is therefore in motorsport and motorcycle racing that this custom is deeply rooted. And it is within this context that it was born.

Many would say it's a matter of marketing and sponsorships. Yes, we would answer, but the story is actually much more complex. The introduction of the ritual was, in fact, the result of a personal initiative and not something imposed by any producer. Only after this practice had spread in the world of two- and four-wheeled racing did wineries (those that could afford it) begin to make their way into the ritual.

But let’s go in order.

It all began in 1950, in Reims, where the French Grand Prix was held. The incredibly talented Argentine driver Juan Manuel Fangio won a hard-fought and truly thrilling race, finishing ahead of two great Italian drivers, Nino Farina and Luigi Fagioli. The owner of a well-known French champagne winery, amazed by the spectacle the drivers had put on, instructed one of his assistants to fetch a bottle to gift the winner, as a token of appreciation for the exciting race. Fangio accepted the gift with thanks and, like the gentleman he was, decided to toast on the podium with his two rivals. Thus, wine made its first appearance on the podium of a car race.

The toast, at least until the second half of the 1960s, became a tradition. The most important French champagne winery decided to focus on Formula 1 and, inspired by Fangio’s gesture, sponsored the ritual: after the trophy presentation, the drivers on the podium were to toast with a bottle from the producer.

Photo: Angelo Giordano - Pixabay

The first instance of the ritual involving a bottle spraying sparkling wine dates back to 1966, once again in France and once again during a car race: the prestigious 24 Hours of Le Mans. Swiss driver Jo Siffert, after winning a special category of the race, was given the usual bottle of wine — probably a bit too warm and shaken just moments before. Siffert accidentally popped the cork, spraying the crowd gathered at the foot of the podium.

You’d expect an annoyed reaction from the people who had gathered to celebrate — and yet… The crowd loved it, so much so that Siffert didn’t stop the sparkling wine from flowing, continuing to spray the fans. The spectators had a great time.

In 1967, Dan Gurney, once again at the 24 Hours of Le Mans, decided to recreate — this time intentionally — the gesture from the year before. He shook the bottle of champagne and sprayed the crowd and the other drivers, to everyone's delight.

At that point, several French and Italian wineries decided to sponsor the podium ritual in car races, seeing it as an effective advertising opportunity. From that moment on, the ritual became a permanent part of race celebrations, with millions of dollars flowing into the coffers of car and motorcycle race organizers.