This month sees the start of the 2021 FIA Formula 1 World Championship in Bahrain, it also marks a new three-year partnership with award-winning sparkling wine Ferrari Trento who will become the Official Toast of Formula 1 celebrations.
The announcement was made today at a virtual press conference with Ferrari Trento’s President and CEO, Matteo Lunelli, Simone Masè, General Manager of the Lunelli Group and Stefano Domenicali, President and CEO, Formula 1®, who joined the conference from London.
The Italian premium sparkling wine will be introduced at all Formula 1 Grands Prix this season and will of course be part of the podium celebrations with the drivers and winning teams for one of the most iconic moments in motorsport, which has traditionally been celebrated with Champagne.
Ferrari wine was founded in 1902 in Trento by Giulio Ferrari and has subsequently been run by the Lunelli family since 1952 and is Italy’s leading traditional method winery and a symbol of the Italian Art of Living. All Ferrari labels are Trentodoc; bottle fermented sparkling wines produced with Chardonnay and Pinot Noir grapes cultivated with respect for sustainable mountain viticulture in northern Italy’s Trentino in the Italian Alps. Ferrari Trento was named 3 times “Sparkling Wine Producer of the Year” by The Champagne and Sparkling Wine World Championships.
The reason Formula 1® has appointed Ferrari Trento as its celebratory drink partner, is not only because it is one of the most-awarded producers of sparkling wines but also in recognition of its long and respected history. Much like Formula 1®, the Italian family-owned Ferrari is a global leader in its field, having produced luxury Trentodoc wines for over a century and known as Italy’s sparkling wine par excellence.
Ferrari Trento has become synonymous with “Italian Art of Living,” and appreciated by distinguished guests at major international events over many years, with a Ferrari Trentodoc Jeroboam bottle even making an appearance on a Formula 1® podium in the past (at Monza in 1980). This year’s return, however, marks a very special moment as Ferrari Trento introduces its world-class sparkling wine at all Formula 1® Grands Prix as part of one of the most iconic moments in sport when the top three drivers take their podium positions after every race.
Ferrari Trento’s President and CEO, Matteo Lunelli said:
“We are very excited to announce this partnership with Formula 1® which is both an achievement and a starting point for us. It’s an achievement because it demonstrates the renown and the appeal that Ferrari Trento wines enjoy internationally, thanks to our team that works tirelessly across the board. It’s a starting point because we are just beginning this extraordinary adventure that will allow us to bring the Italian Art of Living to the celebrations of Formula 1®. We decided to embark on this project even in this complex time that the world is currently experiencing, because we strongly believe in the future of Ferrari Trento.”
Meanwhile Simone Masè, General Manager of the Lunelli Group commented:
“This collaboration is based on shared values, such as the pursuit of excellence in every detail, innovation and passion. It is a great source of pride for us at Ferrari Trento and, I believe, a testament to the global appreciation of Italian excellence.”
Stefano Domenicali, President and CEO, Formula 1®, added:
“We are thrilled to announce Ferrari Trento as an official Partner of Formula 1®. Celebrating success is in both our DNA and having Ferrari Trento at the heart of the sport’s most iconic celebratory moment makes them such a natural partner for us. For more than a century, Ferrari Trento has been synonymous with Italian excellency, pouring their passion into creating fine sparkling wines capable of elevating any moment, and we look forward to working together to create and enhance our fan experience on and off the podium”.
The 2021 FIA Formula 1® World Championship gets under way over the weekend of 27th and 28th March with the Bahrain Grand Prix.
For more information on Ferrari Trento please visit www.ferraritrento.com
Simon Burrell is Editor of Our Man On The Ground, a member of The British Guild of Travel Writers and professional photographer.
Images courtesy of Ferrari Trento