The 2021 FIA Formula 1® World Championship gets underway this month with the opening Grand Prix in Bahrain on 28th March. The new season is also the start of 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 on Tuesday 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 remotely from London, said:
“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.”
While Ferrari Trento’s President and CEO, Matteo Lunelli said:
“This partnership with Formula 1 is both an achievement and a starting point for us. 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.”
This well established Italian premium sparkling wine will be introduced at all the Formula 1 Grand Prix this season in the F1 Paddock Club and most importantly as part of the podium celebrations with the top three drivers and winning team, for one of the most emotional moments in motorsport, and a celebration that has traditionally been celebrated with Champagne.
This will be the first time that an Italian sparkling wine will be part of Formula 1®. However, Ferrari wine has a long and prestigious history, having been founded in 1902 in Trento by Giulio Ferrari. More recently, since 1952 in fact, it has been run by the Lunelli family 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 Trentino in the Italian Alps. Ferrari Trento has also been named 3 times “Sparkling Wine Producer of the Year” by The Champagne and Sparkling Wine World Championships.
Like Formula 1®, the Italian family-owned Ferrari is a global leader in its field, having produced luxury Trentodoc wines for well over a century now and known as Italy’s sparkling wine par excellence. It therefore makes sense for Formula 1® to appoint Ferrari Trento as its celebratory drink partner. Not only because it is one of the most-awarded producers of sparkling wines but also in recognition of its long and well-respected history.
Ferrari Trento has been appreciated by guests at major international events over many years, with a Ferrari Trentodoc Jeroboam bottle making an appearance on the Formula 1® podium at Monza in 1980.
Ferrari Trento’s President and CEO, Matteo Lunelli went on to say:
“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.”
Simone Masè, General Manager of the Lunelli Group continued:
“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”.
We will not have long to wait to see what sort of special label Ferrari has created to mark this new Formula 1® partnership, as the 2021 FIA Formula 1® World Championship begins in Bahrain over the weekend of 27th and 28th March.
For more information on Ferrari Trento please visit www.ferraritrento.com
Simon Burrell is Editor of Our Man Behind The Wheel, a professional photographer and former saloon car racing driver.
Images courtesy of Ferrari Trento