Italian sparkling wine producer Ferrari Trento was founded in 1902 and is now under the leadership of the third generation of the Lunelli family. Following the recent announcement of the brand’s partnership with Formula 1, LUX speaks to CEO and President Matteo Lunelli about respecting tradition, sustainability and the challenges of the pandemic
1. How do you become Official Toast of Formula 1, as Ferrari Trento has just become?
Ferrari Trento has already been celebrated at many of the world’s most prestigious events. This includes being the Official Toast of the Emmy Awards in Los Angeles for the past five years and of the BNL International Tennis Tournament in Rome in 2019. The Formula 1 podium is one of the most iconic moments in the world of sport and has been a dream of ours for a long time which we are thrilled to now see come true. Formula 1 chose Ferrari Trento, firstly, because we share common values of passion and excellence, and also because Formula 1 is centred around innovation and looking to the future. This can be seen through this decision to go “beyond” the traditional choice of champagne, with a brand that not only offers a guarantee of quality but is also an ambassador of Italian style. We are thrilled to embark on this project as we strongly believe in the future of Ferrari Trento and in the dream that Giulio Ferrari, our founder, started over a century ago.
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2. You are the third generation of the Lunelli family to keep Ferrari Trento alive, and you have maintained many historic practices within the company. Are there any notable traditions that you needed to let go of?
Our goal is to innovate, but respect traditions. There are certain things that will never change at Ferrari Trento like the pursuit of excellence in every detail and the intimate link with our territory, because all our wines are made exclusively with grapes cultivated on the slopes of the Trentino mountains. On the other hand, we need to adapt to a market and a context that changes rapidly and, therefore, we constantly aim to innovate our business model. Over the years we have embraced digital media in our communication strategy, we have expanded to new markets abroad in order to grow our export sales, and we have moved to organic viticulture, putting strong emphasis on sustainable production.
3. Ferrari’s Trentodoc sparkling wines utilise environmentally friendly systems which heavily reduces water-consumption in vineyards. Is the wine-industry more broadly taking steps to become more sustainable? Should it do more?
We can certainly say that in the past few years the wine industry has significantly increased its attention to sustainability and I believe that this trend will continue even more in the future. This is especially important for high end consumers and wine lovers who not only look for excellent wines but also ask our companies to maintain an excellent behaviour towards stakeholders and to protecting the environment.
Specifically, the Ferrari winery is located in such a wonderful location that we feel even more duty to protect it and preserve it for future generations. Our strong commitment towards sustainability can be seen (amongst other actions), by the organic certification of all our estate vineyards and by the work carried out on biodiversity. Regarding water, as you mentioned, we utilise an innovative system of precision irrigation in order to reduce water waste. This system, developed together with a start-up called Blue Tentacles, uses a remote control to open and close the valves on the field, and optimise the use of water collecting data of the temperature and humidity through sensors located in vineyards.
4. What are the biggest challenges that the sparkling wine industry faces today?
Sparkling wines are traditionally associated with conviviality and celebrations, which is the opposite of “social distancing”, and why the pandemic had such a strong impact on our industry. In addition, on trade is the most important channel for the Lunelli Group, and bars, hotels and restaurants being closed for such a long time in many countries has of course had an inevitable impact on our sales. We partially compensated the loss of the “outside of home” by increasing our retail and online sales for domestic consumption, however, we strongly believe that conviviality will soon come back, and we look forward to celebrations where people can spend time together again.
5. Is Italian sparkling wine underrated?
Italian sparkling wine has witnessed an extraordinary growth worldwide in the past years, but I would say that sometimes the quality and excellence of Italian sparkling wine is underrated. Most consumers still do not fully recognise the diversity of our sparkling wine denominations which are made in different regions and with different methods.
It is by now evident between wine opinion leaders that in the sparkling wine space, just like in the still wine space, excellence is not a monopoly of one territory in the world. Italy, with the region of Trentino in particular, is in “pole position”, as shown by the results achieved at the Champagne & Sparkling Wine World Championships which saw Ferrari Trento crowned as the “Producer of the Year” for three editions. In 2019, Italy overtook France in terms of awarded medals, while in 2020 the competition saw a draw with 47 gold medals each. We hope to further excel the reputation of Italian fizz as we share our luxury wines on a wider scale than ever before through our partnership with Formula 1.
6. Where and when (apart from a F1 race) is the best place to drink your wine?
During a trip to Italy you can have a glass of Ferrari in some of the best bars and the most iconic travel destinations, however, first of all I would have to say in Trento, visiting our winery and enjoying what we call ‘a tour between beauty and taste’ on a lovely summers day, perhaps during harvest time. Here, we invite guests to have an all-round experience of the world of Ferrari, which begins with a tour of our cellars, where our Trentodoc wines mature gradually under the careful supervision of our winemakers. You can then go up the nearby hills to visit Villa Margon a 16th century mansion which is a treasure of art. The special experience concludes at Locanda Margon, our Michelin starred restaurant in the heart of our vineyards, where you can pair Ferrari with the creations of chef Edoardo Fumagalli.
In general, I think that the best way to enjoy Ferrari is to pair it with high quality food in a great restaurant or during an “aperitivo” with friends. I also love to think about sipping our Trentodoc bubbles whilst watching the sun set onboard a boat in the middle of the sea. However, more than anything, what will make the special moment is always who you will share your wine and emotions with.
Find out more: ferraritrento.com