Since 2021, Italian glowing wine home Ferrari Trento has been the podium sponsor for F1, a deal which was lately prolonged till 2025. Ferrari Trento is managed by the grandchildren of Bruno Lunelli, who bought the property in 1952 from founder Giulio Ferrari. Decanter lately caught up with Camilla Lunelli, Bruno’s granddaughter, to speak vehicles and wine.
Do you prepare employees at F1 occasions to make sure your wines are recognized and served appropriately?
‘Ferrari Trento is the unique glowing wine in The Paddock Membership, which means each day, 1000’s of bottles are being drunk by very prosperous folks. They care about service…we employed somebody to focus solely on F1, overseeing serving and coaching.’
What number of bottles of Ferrari Trento glowing wine are opened each race weekend?
‘To present you an instance, round 5,000 bottles had been opened at Silverstone [the British Grand Prix in July].’
What was your most enjoyable race weekend of 2022?
‘We [the grandchildren of Bruno Lunelli who currently manage Ferrari Trento] often take it in turns to go to worldwide race weekends, however we had been all at Monza. It was unbelievable; you have got all of the race followers and it’s Ferrari Trento’s “residence” race, being in Italy. Giulio and Enzo Ferrari weren’t associated however you would really feel a connection.’
Being a podium sponsor should be a problem given the potential for confusion between Scuderia Ferrari [the team] and Ferrari Trento [the winery]?
‘We thought that there may be some rigidity if a pilot [driver] from Mercedes or Purple Bull, for instance, is toasting their win with a bottle saying Ferrari on it, however everybody has been nice thus far – there have been no points.
What’s concerned in your relationship with Components 1?
‘Being the rostrum sponsor shouldn’t be so simple as sending bottles to each race. In addition to appointing somebody particularly for employees coaching at F1 occasions, our export group plus the native importers handle all exterior activations, together with occasions.
‘We additionally participate in a charity initiative the place, each different race, a signed jeroboam of Ferrari Trento Brut is auctioned on f1authentics.com. Final 12 months, the proceeds went to the Hold Combating Basis [founded by Michael Schumacher’s family in 2016]; this 12 months, the season started shortly after the graduation of occasions in Ukraine and so we determined that proceeds ought to go to the Worldwide Purple Cross.’
The 2022 F1 season finale passed off on 20 November in Abu Dhabi, marking the climax of a 22-race spectacle which noticed Max Verstappen (son of ex-F1 racer, Jos Verstappen) topped champion for the second time on 9 October in Suzuka on the Japanese Grand Prix.
Verstappen’s group, Purple Bull Racing, received its first Constructors’ Championship since 2013 in Austin at the USA Grand Prix on 23 October.
