March 06: Ferrari Trento has been named the Official Sparkling Wine of Formula 1, replacing the traditional Mumm’s with a three-year exclusive contract that will see the award-winning Italian sparkling wine become the official toast of Formula 1 celebrations including the Podium ceremony for the Top 3, throughout this period, reports Subhash Arora
I had visited the Ferrari Trentodoc winery in 2007 when Camilla Lunelli, the PR and Communications Manager and one of the members of the owners-Lunelli family (her brother Matteo Lunelli is the CEO of the Group since 2011), had spent over half a day with our group. I loved the complex and delicious wines made from the Champagne grapes and Méthode Tradionelle.
A fan of Formula One races then, I asked her innocently why the Ferrari Jeroboam (Double Magnum) was not popped at the podium at the F-1 races and why only Mumm’s Champagne. Ferrari (and Schumacher) was at the top of the game, winning the top ranking as WCC (World Constructors’ Championship) from 1999-2004 and 2007-8. She told me they would love to Sponsor but it was a long drawn out contractual obligation.
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Finally, Ferrari- the Bubbly from Trento DOC has been chosen for next 3 years as the Official Sparkling Wine of Formula 1 and will be popped at the podium of all FIA Formula 1 World Championships, starting from the first race in Bahrain on 28 March, followed by the second race in Imola- home ground for the grand prix for Ferrari (car) team.The Top 3 drivers traditionally spray champagne after races, except in the Middle East where sparkling rose water is the liquid.
Matteo Lunelli, President & CEO, Ferrari Trento, whom I met in Delhi several years ago at a Tasting in Delhi, says: “We are very excited to announce this partnership with Formula 1 which is both an achievement and a starting point for us- achievement because it demonstrates the renown and the appeal that Ferrari Trento wines enjoy internationally, 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.” Reportedly, Ferrari Jeroboam has already made an appearance in the past and was well-liked.
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Like Formula 1, Ferrari Trentodoc has a long and respected history since 1906 when the Italian bubbly produced by the France-trained founder, Giulio Ferrari won its first medal 4 years after starting production, and is one of the most-awarded producers of sparkling wines and is known as an emblem of the “Italian Art of Living.” It was declared the Sparkling Wine Producer of the Year in 2015 and has won many more accolades.
Franciacorta may be the Italian region known for ‘champagne- like’ sparkling wines, but it is this bubbly produced from Chardonnay and Pinot Noir by the Lunelli family and earlier Giulio Ferrari which introduced the process in Italy, that is considered supreme. With the grapes and the terroir, it has all the ingredients of making delicious wines into a collage that I tasted at their winery. No wonder, that at one international competition, they entered 13 wines and all of them won a medal.
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Ferrari Brut and Ferrari Rose were being imported into India by Rad Elan in Gurgaon till a couple of years ago, according to Amit Goel, its Director. Their Rose Brut has been a personal favourite that I often recommend as an outstanding sparkling wine and have even pitched it against champagne in tastings- blind and otherwise and it has done extremely well.
For more information on Ferrari Trento please visit www.ferraritrento.com
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