Ahead of the upcoming 2021 Formula One season, the sport has announced a new partnership with Ferrari Trento having been named Official Sparkling Wine of Formula 1.
The partnership will see the Italian sparkling wine become the official toast of Formula 1 celebrations, such as the Podium ceremony for the next three years.
The Italian company was founded by Giulio Ferrari in Trento in 1902 and has been run by the Lunelli family since 1952. Ferrari Trento was named 3 times “Sparkling Wine Producer of the Year” by The Champagne and Sparkling Wine World Championships.
Ferrari Trento has been part of major international events for decades, with a Ferrari Trentodoc Jeroboam bottle making an appearance on a Formula 1 podium in the past.The new agreement will see the Italian brand produce a unique world-class sparkling wine for Formula One that will be used at all Formula 1 Grands Prix.
Commenting on the new partnership, Stefano Domenicali, President and CEO, Formula 1, said: “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 Ferrari Trento named Official Toast of Formula 1 ahead of 2021 season 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,“ Domenicali concluded.
Matteo Lunelli, President & CEO, Ferrari Trento, added: “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, said: “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.”