Ferrari sparkling wine, end of partnership with F1. Lunelli: an investment I would do a thousand times over
Satisfaction of the Trentino winery for the return in terms of image, with exports doubled and positive results especially in the USA
2' min read
2' min read
"An investment I would make again. And not once. A thousand times". Matteo Lunelli, president and CEO of Ferrari Trento is in Abu Dhabi for the last Grand Prix of the Formula 1 season. The last one in which they will toast with Trentino bubbles. Because the partnership of Ferrari sparkling wines with the Formula 1 "circus" comes to an end this weekend.
The numbers say 292 Jeroboams (3 litres) uncorked on 73 podiums, but above all about 250 thousand bottles opened in the hospitality areas of grand prix races around the world. "We conservatively calculated," explains Lunelli, "that at least half a million high-profile international consumers, from sports celebrities to those in show business, drank Ferrari in a context of excellence. And this has allowed us a huge leap forward in terms of notoriety'.
An in-depth evaluation of the return on image obtained with this important investment will certainly be made in the coming months. "At the moment we are 'content' with the fact," adds the Ferrari chairman, "that in recent years our exports have doubled, and shipments to the USA have more than doubled. With 1.3 million bottles exported we are the leading Italian classic method sparkling wine company in terms of foreign sales'.
The years of the partnership were also important years for Formula 1, which has grown a lot internationally and in the USA in particular, since today no less than three Grand Prix are held in the United States. "To the historic Austin event in Texas," Lunelli continues, "we have added Miami in Florida and Las Vegas in Nevada with a street circuit featuring a long straight on the casino strip. We have experienced unrepeatable moments for which we have created special bottles: from Hamilton's 100 victories to the Monaco Grand Prix won by a Monegasque and a Ferrarista, Charles Leclerc, who on the podium toasted together with Prince Albert with a tricolour bottle of our Ferrari".
A very positive path therefore, but one that has now come to an end. 'All partnerships have a duration,' Lunelli continues, 'Others are still ongoing, such as those with Luna Rossa, with Juventus and with the Ski World Cup. And others will come. Ferrari Trento will certainly continue to accompany other toasts and emotions as it has continued to invest in the product quality of its mountain bubbles over the years. Marketing without quality does not produce results'.
