Ferrari Trento Shares The Podium In Austin For Another Celebration Of F1 Racing

A magnetic exuberance filled the air on a warm, sunny afternoon last Sunday in Austin, Texas. Throngs of people from all over the world had gathered at the Circuit of the Americas (COTA) speedway. Over a three-day extravaganza, they had taken advantage of track tours, outrageously priced fan gear, and numerous food and beverage stands and carnivalesque rides spread throughout the former farmland east of the city center. But by 2 p.m., all attention was on the starting line. Following a hair-raising rendition of the “Star Spangled Banner” given by country music singer Reyna Roberts, a fleet of high-performance racing vehicles took their positions. Their engines roared to a crescendo at the final countdown alert, summoning collective goosebumps and jubilant cheers. This was the 2022 Formula 1 United States Grand Prix, and whether you were a die-hard fan or a novice invited along by a friend, the infectious excitement in the air had you on your feet in exuberant fanfare.

The start of a race is always thrilling as is watching the lineup of competitors jockey around every turn with a mighty hum. But celebrating the victors is also a gas. This year Red Bull’s Max Verstappen, Mercedes’ Lewis Hamilton, and Ferrari’s Charles Leclerc took the podium. As is typical for a winning celebration, the winners toast the occasion with exuberant spraying of sparkling wine. In this case, each winner wielded a hefty Jeroboam (three liters, or four bottles) of Ferrari Trento, the Official Sparkling Wine of Formula 1. A premium sparkling wine made in the same traditional method as Champagne, this special Blanc de Blancs cuvée is aged 60 months on the lees and is only available in limited quantities from top wine stores and online.

Since 2021, Ferrari Trento’s award-winning sparkling wine has been the official toast of Formula 1 celebrations, joining other sparkling brands Champagne Carbon and Moet and Mumm in a premium list of celebratory heritage. Not only has the brand earned acclaim as an award-winning sparkling wine producer, but it also represents a long, respected history. The family-owned winery from the town of Trentino, in the Italian Alps, has been crafting high-elevation sparkling wine for more than a century. This year it will celebrate its 120th Anniversary as Italy’s premier sparkling winery and its 5th consecutive win of “Sparkling Wine Producer of the Year” at the prestigious Champagne & Sparkling Wine World Championships.

More than 20,000 corks were popped on bottles of Ferrari Trentodoc this weekend throughout Texas among approximately 400,000 fans who enjoyed the celebrations with Ferrari Trento not only on the podium but throughout the hospitality areas. Joining all of the fun was Matteo Lunelli, Ferrari Trento’s President and CEO. In a brief spare moment of his time, Lunelli shared a few of his thoughts on the partnership between Ferrari Trento and F1.

Jessica Dupuy: In your mind, what makes Ferrari Trento a good fit for Formula 1?

Matteo Lunelli: Historically, ​​Ferrari has been raised as the celebratory toast to some of the most prestigious events in the worlds of sports, entertainment, and culture. Our heritage makes Ferrari a natural fit for the F1 podium, the most iconic celebration in the world of sports. We are proud to have been selected as the Official Toast of Formula 1, with which we share the values of innovation, passion, and the pursuit of excellence in every detail.

Dupuy: For those unfamiliar with Ferrari Trento, how would you best describe the wines, and why do you think people should reach for it over any other style of sparkling wine?

Lunelli: As is true for every great wine, Ferrari Trento is an expression of its own territory. Our wines possess the Trentodoc appellation, which means they are sparkling wines from the Italian Alps of the Trentino region, made in the same traditional method and with the same grape varieties as sparkling wines from Champagne. Yet our wines are distinctive because they come from the mountains, cultivated at high altitudes. This mountain viticulture makes Trentodoc sparkling wines like ours truly unique, giving them distinctive freshness, elegance, and longevity.

Dupuy: Do you feel the partnership helps solidify a perception of quality not only for Ferrari Trento but for wines of the region in general?

Lunelli: We are proud to serve as an ambassador of our region’s traditions and Italian lifestyle. Our partnership with Formula 1 provides a global platform not only to showcase our sparkling wines but also to demonstrate what can be achieved in the Trentodoc region and to bring a touch of Italian style to the podium and the surrounding celebrations on and off the track, all around the world. Considering that this is the first time an Italian sparkling wine has been selected for this celebratory toast, our partnership has the potential to highlight the Trentodoc appellation – and Italian culture and craftsmanship – globally.

Dupuy: Do you see that awareness about Formula 1 has increased in recent years?

Lunelli: Absolutely. The growing popularity of Formula 1 in this country is impressive. The Netflix series, Formula 1: Drive to Survive has had an impact in growing and diversifying audiences. Adding Miami and Las Vegas to the USA Grands Prix line-up will further solidify this sport’s awareness among American fans. Being part of this phenomenon as the Official Toast of Formula 1 is an incredible opportunity.

Dupuy: How has the partnership brought growth to Ferrari Trento?

Lunelli: As a result of our commitment to this partnership, Ferrari achieved over 50 percent sales growth in the USA in 2021, despite the pandemic’s disastrous impact on restaurant wine sales. In Texas, where the only USA Grand Prix took place in 2021, sales grew 500 percent. We anticipate very strong sales growth again in 2022.

Dupuy: What was most exciting for you about the Formula 1 race in Austin?

Lunelli: This year also features our partnership with the Alfa Romeo F1 ORLEN racing team. Something else that is truly special but which people may not know about Formula 1 weekend is that there is a charity component in which they can participate. If you go online to F1 Authentics, you can find bottles of Ferrari Trento that have been signed by the winners and are being auctioned off. The proceeds of these auctions go to the Red Cross and its work in supporting Ukrainian refugees. This year, the race was very special in Austin because the Red Bull team celebrated their championship victory with a Balthazar of Ferrari Trentodoc. Max Verstappen shared this 12-liter bottle with joy and enthusiasm.