Get your motors runnin’, bubbly lovers! Italy’s Ferrari winery—just recently spotted on the high seas with the Prada yachting team—is now the official sparkling wine of the Formula 1 international auto-racing league.
Ferrari winery (no relation to the Italian luxury auto manufacturer and Formula 1 racing team of the same name) is the historic leader in northern Italy’s Trento DOC area, an appellation dedicated entirely to traditional-method sparkling wine. “For sure we do not want to create any confusion [between Ferrari wines and Ferrari cars], even though we are two companies, with the same name,” says Ferrari winery CEO Matteo Lunelli. “But it’s great to share a name with another company that also represents Italian excellence.”
The winery has entered a three-year partnership with Formula 1 to serve Ferrari wines as the official toast of all the organization’s celebrations—including those ubiquitous crowd-spraying celebrations from the winner’s podium—as well as free-flowing glasses of Ferrari served alongside gourmet cuisine in the paddocks, the luxury trackside viewing area above the team garages.
“This is the very first time an Italian sparkling wine steps onto the Formula 1 podium as an official toast,” reports Simone Masè, general manager of Ferrari Trento, pleased for Ferrari to take the place historically occupied by Champagne producers (G.H. Mumm was a longtime sponsor.)
“The essence [of the podium moment] is special,” says Stefano Domenicali, CEO of Formula 1, “like the bubbles you drink when you’re drinking Ferrari Trento. In that moment, it’s the synthesis of all that you’ve done: You finish an incredible race, you’re representing your nation, your team, you have the privilege of having this unique experience.”
More than half of the 2021 season’s 23 Formula 1 grands prix, or races, will take place outside of the league’s traditional European base, creating an opportunity to expand awareness of the Ferrari brand beyond the winery’s stronghold in Italy. “Nowadays the majority of Ferrari sales are still in Italy,” says Lunelli. “I think long-term, we can double our export worldwide …. We will make sure that the experience of Formula 1 will be about fantastic food, fantastic wine, fantastic joy of life.”
“The Ferrari Trento team is extremely excited about [this partnership],” added Masè. “We are on the ball, ready to start—we are ready to race!”
Enjoy Unfiltered? The best of Unfiltered's round-up of drinks in pop culture can now be delivered straight to your inbox every other week! Sign up now to receive the Unfiltered e-mail newsletter, featuring the latest scoop on how wine intersects with film, TV, music, sports, politics and more.