Times change, in motorsport as well. However, the news concerning Formula 1 will focus on the podium, to be more specific on what to use to celebrate.
Ferrari, in fact, just found a way to be always on the podium. We aren’t talking of the Prancing Horse but about Ferrari Trento, the Italian sparkling wine which has been announced as Official Toast of the 2021 season of Formula One. This sparkling wine will substitute the historical champagne showers, with a three-year exclusive partnership between the major Formula of car races and the Italian family-owned winery based in the Italian Alps, in Trentino. This kind of wine has been awarded several times and has a very long heritage. Trentodoc is one of the most appreciated luxury wines through the decades and it has already appeared in Formula 1 podiums in the past with the Ferrari Trentodoc Jeroboam bottle.
This is one more step forward for the so-called “Italian Art of Living” into F1, as the country already received three Grands Prix stands in 2020 and two in 2021 and the new CEO of Liberty Media is the Italian manager Stefano Domenicali, who says to F1.com that he’s happy with the new partnership.
“We are thrilled to announce Ferrari Trento as an official Partner of Formula 1 – he stated, talking about the new partnership - 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.”
“We are very excited to announce this partnership with Formula 1 which is both an achievement and a starting point for us. - Matteo Lunelli, President & CEO of Ferrari Trento echoed him -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.”
The goal is clearly promoting Italian excellence, and speaking of food and wines the “Bel Paese” has very few rivals but there will be up to another Ferrari, the one based in Maranello to show if Italy really is an excellence in F1 where it matters the most, on the track.