A new Ferrari enters the Formula 1 scene: Unboxing the new official F1 sparkling wine
In March 2021, Ferrari Trento, a sparkling wine house from the Trentodoc region of Italy, became the official sparkling wine of Formula 1 (F1) as part of a three-year partnership with the motorsport giant. This means that bottles of Ferrari Trento will be sprayed on the podiums at all races this season and poured at official F1 events, venues and the Formula 1 Paddock Club – spaces above team garages which offer a unique viewing perspective and also have an open bar, all-day refreshments and local entertainment during the races.
As wine continues to lose young drinkers to spirits, industry professionals hope the partnership will lure fans of the sport into wine. Wine needs more exposure as an everyday drink, and increasing brand awareness through sports partnerships may be one way to achieve this, especially as the “Formula 1: Netflix’s Drive to Survive has created a trend of American sports fandom.
The new season of ‘Drive to Survive’ is currently in Netflix’s top 10 most-watched shows, and ESPN is televising F1 races in the United States, including the awards show where the Ferrari Trento is featured prominently. More than 400,000 people turned out for this year’s United States Grand Prix, according to The Guardian, and a million more fans watched the race on TV.
With the new Netflix season releasing on March 11 and the first race of the new season nine days later, the Ferrari Trento name will be in the spotlight as the top three athletes on the podium spray off in celebration of the podium and directly to people as we can see the wine label in some episodes. According to Nielsen’s 2022 Global Sports Market Report, sponsorships have proven their ability to convert fans, whether they know the sponsor or not.
Ferrari Trento was founded in 1902 by Giulio Ferrari, a native of Trentino, and the brand was the first to produce Champagne-style bubbles in Italy. And, despite its recent associations with racing, it’s important to note that Ferrari Trento has no connection with the namesake Italian luxury sports car brand that has competed in F1 racing since 1950.
The aforementioned Netflix series has clearly attracted a new audience who may not have originally attended Formula 1 racing, and Ferraro Trento hopes his partnership with the sport will also bring new drinkers to his wine. “[The partnership] is a great adventure and a long-term opportunity for our wine,” says Matteo Lunelli, President and CEO of Ferrari Trento. According to Ferrari Trento, in 2021, sales increased by 50% in the American market.
Only time will tell if Lunelli’s words come to fruition. With all the recent evidence of declining consumption, perhaps a partnership between motorsport and sparkling wine is the catalyst the industry needs for sustainable growth.