LUND GROUP puts Schumacher’s 1995 Benetton on display for HEAVENSAKE’s Monaco anniversary

LUND GROUP showcased Michael Schumacher’s championship-winning 1995 Benetton B195 during HEAVENSAKE’s 10th anniversary celebration on June 6, 2026, in Monaco. The display turned into a marquee attraction during Grand Prix weekend and underscored the growing overlap between Formula One, luxury hospitality and brand experiences. Why it matters: - The activation linked one of Formula One’s most iconic championship cars with a luxury sake brand’s milestone event. - The display helped position Monaco Grand Prix weekend as a platform for high-end brand storytelling, not just racing. - HEAVENSAKE used the anniversary to reinforce its shift from a niche beverage into a global luxury product. What happened: - LUND GROUP presented the 1995 Benetton B195 Formula One car driven by Michael Schumacher at HEAVENSAKE’s 10th Anniversary Celebration on Saturday, June 6, 2026. - The event took place at a private villa in Cap Martin overlooking the Mediterranean during the Monaco Grand Prix weekend. - The car was one of the standout attractions for guests from Formula One, entertainment, fashion, business and luxury hospitality. - The display was coordinated by LUND GROUP Founder and CEO Lucien Ndabagera. The details: - The Benetton B195 won nine Grands Prix during the 1995 season and helped cement Schumacher’s legacy. - Guests viewed the championship car up close as part of the anniversary celebration. - HEAVENSAKE marked 10 years of promoting premium Japanese craftsmanship and expanding sake’s reach to new consumers. - The anniversary gathering carried the theme “A Better High.” - The theme centered on a more conscious approach to hospitality and social connection. - A spokesperson described sake as a cultural connector that combines joy, celebration, craftsmanship and community. - The villa reportedly welcomed thousands of guests over the weekend. - Attendees included Olympic champion Eileen Gu, recording artists Gunna, Central Cee, Rich The Kid and Lil Baby, entrepreneur and model Ming Lee Simmons, DJ and producer Carlita, Hannah McHutchison and Kuz. Between the lines: - LUND GROUP is building its luxury profile by pairing rare automotive assets with high-visibility social events. - The collaboration shows how Formula One weekend in Monaco has evolved into a broader luxury marketplace for brands, talent and private experiences. - HEAVENSAKE benefited from association with motorsport heritage, which can broaden appeal beyond traditional sake consumers. - The event also reflects a wider trend in premium hospitality: exclusive access and cultural cachet matter as much as the product itself. What’s next: - LUND GROUP said the activation strengthens its role as a curator of luxury experiences across private aviation, yachting, automotive culture, Formula One hospitality and exclusive events in Monaco, Dubai, Miami and Bali. - The company is likely to continue using high-profile cultural moments to connect influential guests and brands. - HEAVENSAKE’s anniversary campaign suggests the brand will keep leaning into modern luxury positioning as it enters its next decade.