Ferrari… Sexy, Stylish, Luxury & Not a Red Sports Car in Sight

3rd March 2017


Ferrari… Sexy, stylish, luxury and not a red sports car in sight yet still a strong and realised dream, an evolution and a tradition in a superb glass of bubbly.

It’s sparkling wine from Italy and it is not Prosecco and neither does Franciacorta feature, but headlining its way internationally is the small and growing in reputation region of Trentodoc set within Trentino. Representing only 2% of Italy’s vineyards, yet it’s unique location set within the lakes and mountains of Northern Italy giving way to a variation of temperatures and altitudes provides some of the finest examples of sparkling wines produced in the country, some say in the world.

A big part of the history of Trentodoc is Ferrari Trento founded in 1902, some 37 years before Enzo Ferrari founded Ferrari cars and which was the brainchild of Giulio Ferrari who’s dream was to produce wines capable of competing with the wines from Champagne.

Still in existence today and rightly claiming world recognition for its award winning sparkling wines, Ferrari Trento can be found at many quality restaurants and bars internationally.

We caught up with current CEO and third-generation family member Matteo Lunelli during our recent visit to the winery.

How important is it to Ferrari Trento that you communicate your brand values and qualities directly to consumers such as by using social media?

We strongly believe that social media can be a very powerful tool to communicate Ferrari worldwide reaching directly wine lovers all over the world. Nowadays it is very important to engage the customers and maintain a dialogue with them providing a constant update on all our activities. Wine is emotion and it is crucial to communicate history, territory and values. The Ferrari storytelling is deeply linked to our heritage and social media allow to deliver our culture and vision by showing images and videos of Ferrari world. Our sparkling wines are the expression of Trentino and its mountain viticulture, therefore we cannot present our Trentodoc without talking about the territory and the characteristics of our region, which is extraordinarily suited to the cultivation of Chardonnay grapes and to the production of sparkling wines of great elegance and complexity.

Moreover, bubbles are synonymous with conviviality. For more than one century Ferrari has always accompanied the greatest institutional, cultural, entertainment and sports moments worldwide. The Socials are a perfect way to share these moments with wine lovers and involve them in our dream.

From a different perspective, social networks are also very important for understanding the customers, their trends and habits.

Football and Ferrari Trento has a special relationship, your wines were enjoyed on the pitch when Italy won the World Cup in 1982 and more recently with Juventus as they celebrated winning the Championship title – Tell us, how much do you love football in the Lunelli family?

I do personally love football. Being a Juventus fan, I was particularly excited when they toasted and celebrated all together with Ferrari the Italian Championship title. When I‘m able, I like to watch football matches with my son, who is very passionate.

Ferrari is and was the toast of many victories in the world of soccer and in general, plays a relevant role in the celebrations of Italian sport. For example, we were the official partner of Casa Italia at the Olympics Games in Rio 2016, at the Olympic Games in London in 2012 and at the 2014 Sochi Winter Olympics.

Christopher Walkey

Co-founder of Glass of Bubbly. Journalist and author focused on Champagne & Sparkling Wines and pairing them with foods.