Ferrari Trento recognized as the official toast of Formula 1® - interview with Matteo Lunelli.
May 11, 2021
The FIA Formula 1® World Championship welcomes a premium Italian sparkling wine to the podium.
Ferrari Trento has been named the Official Sparkling Wine of Formula 1®, so the celebration and recognition of the respect between the brands will be an unforgettable experience.
Luxuria had the opportunity to speak with Ferrari Trento President and CEO, Matteo Lunelli, to learn more about this pioneering collaboration.
Matteo, what are your expectations for the new Ferrari Trentodoc partnership?
We have very high expectations, as Formula 1 is a global platform with a huge fan base. This partnership will give us access to an extraordinary and unique stage over the next three years, which will allow us to take our award-winning Trentodoc "bubbles" to new and established markets around the world.
By joining the Formula 1® celebrations, we will strengthen the international awareness of Ferrari Trento and our sparkling wines will become a central part of the most iconic awards ceremony in sport, where our aim is to bring a touch of Italian sociability!
This is a great opportunity to accelerate the global growth we've been building over the past few years. Along the way, we've also received several great awards from key opinion leaders in the wine industry, participated in prestigious events like the Emmy Awards, and recently joined the Luna Rossa Prada Pirelli team at the America's Cup.
You will certainly bring a touch of Italian flair to the Formula 1® celebrations, Matteo, I am intrigued by the shared values on which this collaboration was based?
Great question; Formula 1 is a unique international stage that represents key values such as innovation, excellence and passion, three values that Ferrari Trento espouses and in which it fully finds itself.
This partnership is not only because Ferrari Trento is one of the most awarded producers of sparkling wines, but also in recognition of our long and respected history, which, like Formula 1, spans over a century. Our sparkling wines have also been appreciated by distinguished guests at major international events for decades, with a bottle of Ferrari Trentodoc Jeroboam even appearing on the Formula 1® podium at the Monza GP in 1984. However, this year's return marks a special moment as we are introducing our world-class sparkling wine to all Formula 1® Grand Prix races.
It's because of Formula 1's innovative spirit that the team wanted to go "beyond" the established conventions of champagne. Wine opinion leaders now recognize that in sparkling wine, as with still wine, excellence isn't the monopoly of one region worldwide, and other brands can aspire to the highest level of quality through their own identity.
Ferrari is Trentodoc and is an expression of the mountain viticulture of Trentino; this wonderful region gives our wines freshness, elegance and finesse and makes the Ferrari style unique.
As a sparkling wine enthusiast, I can't disagree. What prompted you to take on this project, and why now?
This partnership is a great opportunity that fills us and our company with immense pride. It confirms the strength of the Ferrari Trento brand, and we believe it also represents pride for all of Italy. This will be a very important and significant investment for us, but we are confident that it will contribute to the long-term development and growth of our company.
We decided to launch this project during this challenging time that the world is currently experiencing because we strongly believe in the future of Ferrari Trento and the dream that Giulio Ferrari, our founder, started over a century ago.
Written by Kaya Cheshire for Luxuria Lifestyle International.
