D2: Background: F1 Sponsorship with Matteo Lunelli from Ferrari Winery
Matteo Lunelli is CEO of the Ferrari Trento Winery who sponsor Formula 1 motor racing, with the champions celebrating on the podium with Ferrari Trentodoc sparkling wine in Jeroboams. They also serve the wine in hospitality areas at every Grand Prix around the world - last year amounting to 60,000 bottles.
Last year, Ferrari Trento celebrated their 120th anniversary (established 1902) and have been F1 sponsor for the last 5 years. We look at the history of the iconic F1 podium celebration - the first occasion was in 1950 when the winner (Juan Manuel Fangio) received a bottle of champagne as a trophy (Moet) but in the 1960s a driver Jo Siffert was handed a bottle at Le Mans, and, by accident, the cork popped out, spraying everyone in the crowd. The following year a winning race driver did the same but on purpose, shaking the bottle and creating an enduring tradition.
Ferrari Trento is the first Italian, non-Champagne, non-French wine in 73 years to be on the podium. For their sponsorship they share common values - excellence, passion and innovation - with a huge team working together to bring about excellence in every aspect and small detail. These values are at the heart of winemaking tradition at Ferrari, and as Aristotle said 'Excellence is not an act, but a habit'.
In Italian, Il Ferrari is the wine and La Ferrari, the car!
Matteo talks about the marketing initiatives linked into the sponsorship and the wine which is their flagship Blanc de Blancs 'Trentodoc' made with 100% Chardonnay grapes. It can be purchased in normal bottles but also as the replica Jeroboam (3 litre bottle). All their vineyards are situated on mountain slopes in Trentino in northern Italy, with low temperatures at night, bringing acidity to the wine and high daytime temperature/sunshine hours, ripening the grapes to perfection. Note: Trentodoc is a Ferrari Trento brand, and not the same as Trento DOC, the region.
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