F1 has inked a multi-year deal with ‘Ferrari Trento’ for its podium celebrations as the sparkling wine replaces the traditional champagne.
After switching between Mumm, Moet & Chandon and Carbon, F1 has now signed a three-year deal with Italian wine maker ‘Ferrari Trento’, which will be part of its podium celebrations from 2021 season onward – naming them as its ‘Official Toast’ partner.
Ferrari Trento is an Italian family-owned winery based in Trentino, in the Italian Alps. Its luxury product Trentodoc is one of the best in Italy. F1 has use the Ferrari Trentodoc Jeroboam bottle for its podium celebrations in the past as it now returns to the sport.
“We are thrilled to announce Ferrari Trento as an official Partner of Formula 1,” Stefano Domenicali. “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.”
At the same time, Matteo Lunelli, President & CEO of Ferrari Trento, stated: “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.”
And finally, Simone Mase, General Manager of the Lunelli Group, added: 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.”
Here’s 2021 F1 launches so far: