The Trentodoc from the Ferrari Trento winery has been named the "Official Sparkling Wine of Formula 1®." For the first time, the winners of the Gran Prix will not splash each other with Champagne, but with the wine of an Italian company.
Ferrari is no stranger to sponsoring at the highest level: at the Emmy Awards, at the official engagements of the Italian government, or even when Juventus Turin wins, Ferrari's Trentodoc bubbles can be found.
The reach of Formula 1, however - with more than 500 million fans worldwide - has a different dimension. The locations of the Gran Prix also give Ferrari itself visibility in exotic export markets with great potential.
"Passion, excellence, the constant striving for improvements in the details and for new solutions unite Ferrari Trento and Formula One," Ferrari's CEO and President Matteo Lunelli said at the digital press conference, aiming to increase export business and the general reputation of the Italian wine sector.
For the next three years, at least, the Italians can thus look forward to at least one Ferrari permanently landing on the winner's podium. Ferrari Trento's appearance will begin on 28 March 2021 with the Formula 1 Gulf Air Bahrain Grand Prix™ 2021. vc