Ferrari Trento Cheers On Lando Norris’ Celebratory ‘Spike’: Embracing Joy and Celebration in F1

Unveiled: The Official Wine Partner of F1 Shares Opinion on Lando Norris' Incident

An Exclusive Conversation with the CEO of Ferrari Trento

A celebration of Lando Norris' victory isn't complete until the McLaren driver performs his signature move of energetically popping open a bottle of sparkling wine with a shake and a tap on the podium, kicking off the festivities.

Anticipated adjustments are on the horizon for the last stretch of the 2024 F1 season, featuring a rapid succession of events. This includes two sets of three consecutive races, totaling six competitions over the span of seven weeks, starting in Austin this weekend and culminating with the customary end-of-season race in Abu Dhabi on December 8th.

However, contrary to what one might assume, Norris' lively victory 'spike' gesture does not cause any tension at Ferrari Trento, the official sparkling wine of F1. In fact, the brand is quite in favor of it.

"Clearly, from our perspective as winemakers, we believe the optimal experience of Ferrari comes from consuming it, rather than spraying it," Matteo Bruno Lunelli, the President and CEO of Ferrari Trento, shared in an exclusive interview with Crash.net.

"However, ultimately, this occasion also represents a time for happiness and festivities, making it wonderful to witness the drivers genuinely relishing the moment. Undoubtedly, Lando stands out with his distinctive style of celebration."

Though Ferrari Trento has only been involved in Formula 1 since 2021, with an agreement set to conclude at the close of 2024, its origins trace back much further. Established by Giulio Ferrari in 1902, this predates the inception of the World Championship. Ownership transitioned half a century later to Bruno Lunelli, a wine shop proprietor from Trento, and currently, it's managed by the family's third generation.

Ferrari Trento has no affiliation with the iconic red Formula 1 squad, despite the fact that the vineyard's second-generation vintner, Gino Lunelli, had a close friendship with the renowned Enzo Ferrari. Nevertheless, it stands out in its industry, boasting a facility in Italy that can house up to 20 million bottles, and achieving sales of six million bottles in 2023.

Out of the overall number, 70,000 were uncorked during Formula One Grand Prix events last year, with close to 20,000 being consumed in Miami – marking the largest occasion for Ferrari Trento in 2023, followed by Las Vegas.

"According to Lunelli, the President and CEO, Las Vegas comes in at a similar ranking to Miami. However, it doesn't fully make the list due to the fact that many of the establishments catering to Ferrari are situated within the city's casinos."

In the previous year, while in Las Vegas, our experience extended beyond the F1 Paddock Club, including various venues arranged by the casinos located along the Strip. One notable instance was our time at the Las Vegas Bellagio, where a splendid hospitality section was set up right behind the casino's fountains. It's important to note that this wasn't the official F1 hospitality service. Instead, it was an initiative by Bellagio, which decided to offer Ferrari beverages to all attendees over the course of the weekend.

"In addition, at the Four Seasons Hotel, we experienced a fantastic initiative. Every hotel guest was greeted in their room with a special edition Ferrari F1 bottle."

Naturally, holding a glass, attention is squarely on the competition – and in this context, Ferrari Trento has significantly increased its brand recognition through its presence on every podium during an F1 weekend, spanning from Formula 1 to the Porsche Supercup.

"Lunelli mentions, "In Formula One, our Ferrari Trento jeroboam takes center stage as it ends up with the drivers."

"Furthermore, every guest experiencing the premier hospitality at the Grand Prix will have the pleasure of enjoying Ferrari Trento throughout the race weekend. This aspect of our partnership stands out distinctly from other partners who offer a variety of product categories."

Certainly, Ferrari Trento supplies the Formula 1 teams with bubbly for their celebrations, regardless of the event, ensuring the festivities continue just a tad longer and making the achievements even more unforgettable until it's time to pack up.

The producer of Italian sparkling wine also contributes to charity; by auctioning off their specially designed podium bottles on the F1 Authentics merchandise website, with all proceeds benefiting the Make a Wish Foundation. Additionally, they arrange for meetings between drivers and children for the charity, providing impactful moments for ill youngsters.

"Lunelli notes that they have undertaken similar initiatives in the past, such as the unfortunate cancellation of the Grand Prix in Imola 2023 due to flooding."

"The decision to auction off the unused podium bottles was met with great enthusiasm. In collaboration with Pirelli and Formula 1, we successfully auctioned not only the trophies but also the bottles intended for the drivers, raising close to €100,000 in the process."

"All the funds raised were donated to assist with emergency services in the impacted regions. This represents an aspect of social responsibility that we are truly pleased to incorporate within our Formula 1 collaboration projects."

Engaging in the motorsport industry brings its joys, and Ferrari Trento demonstrates that providing sparkling wine at Grands Prix involves much more than meets the eye.

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