To celebrate this weekend’s British Grand Prix at Silverstone, a small group of journalists, television and motorsport presenters and senior members of Liberty Media, who own and operate Formula 1, gathered in upmarket Italian restaurant IT London, where we enjoyed the hospitality of Ferrari Trento, the Official Toast of Formula 1, as they had a special announcement to make.
The partnership between Italian sparkling wine Ferrari Trento and Formula 1 that started at the beginning of the 2021 season, was for an initial three year period, however that collaboration has now been extended a further two years until the end of the 2025 season, following the extraordinary success of the partnership.
Before we tucked into a fabulous meal that included the IT signature spaghetti with tomato sauce and charcoal grilled sea bass prepared by Michelin Star Executive Chef Savio Perna and multi-Michelin Star Chef Nino di Costanzo from Michelin star restaurant Li Galli in Positano, Ferrari Trento’s President & CEO Matteo Lunelli, Ross Brawn and Brandon Snow updated us on the growing success and global reach of Formula 1 over the last two seasons. They have also been delighted at how Ferrari Trento has launched a series of initiatives that have successfully engaged the interest of motor racing enthusiasts around the world, making the company’s Trentodoc wines better known and of course enjoyed, both at and away from the Grands Prix circuits at which it is served.
Through various activities, Ferrari Trento has celebrated the values of excellence and the ‘Italian Art of Living’ it proudly represents, and the prominence this prestigious partnership has given to the winery on an international level not seen before.
For example, the Limited Edition bottles have created sense of exclusively when celebrating Formula 1, which also includes the special three-litre Ferrari F1 Podium Jeroboam which is available both from top wine shops and online. The Ferrari F1 Podium Jeroboams are exact replicas of the bottle the winning drivers celebrate with on the podium at the end of a Grand Prix. The actual bottle is completely unique, as it is autographed at the end of every Grand Prix by the top three racing drivers and is auctioned off for charity during each race weekend on F1 Authentics, the official website for F1 memorabilia.
The Ferrari F1 Limited Edition bottles have also been extremely well received amongst collectors, with the range celebrating some of the most significant Grands Prix circuits, such as Silverstone, Monza and Suzuka, with a specially designed label and box packaging, making the bottle a true collector’s item. Launched last year, this year has seen two new additional labels dedicated to the new circuit of Miami and Mexico City.
Matteo Lunelli, President & CEO of Ferrari Trento commented:
“When we announced this partnership in 2021, we talked about it not only being a great achievement, but also a starting-point. Today, just a year later, we can confirm that this partnership has revealed itself to be an incredible opportunity for communicating our values to a vast and enthusiastic audience all over the world. Exactly 120 years after the foundation of Ferrari Trento, we are proud that our sparkling wines are increasingly present on the global stage and that they have become part and parcel of the excitement and entertainment that Formula 1 provides.”
Brandon Snow, Managing Director, Formula 1, added:
“We are thrilled to announce that Ferrari Trento is extending its partnership with Formula 1 for another two years. It is a huge testament to all those involved to be announcing such an exciting extension after just one full season into the partnership and we are very excited to continue to have them present at every podium until 2025”.
Simon Burrell is Editor of Our Man On The Ground, a member of The British Guild of Travel Writers and professional photographer.