One last champagne celebration for Ferrari Trento as it bids farewell to F1’s top spot

For four years, Ferrari has graced the top step of every Formula 1 podium – not just the red Prancing Horse Ferraris driven by Charles Leclerc or Carlos Sainz. Rather, it’s a bottle of Ferrari Trento sparkling wine that the winners splashed in celebration. The simple black bottle has become synonymous with the sport’s iconic celebrations, especially for the millions of fans who discovered F1 during the Netflix-fueled “Drive to Survive” era. However, a billion dollar deal struck by F1 and LVMH put the flag on Ferrari Trento’s reign. Starting in 2025, the marquee Champagnes of French luxury group, Moët & Chandon, will make their return to be ceremoniously sprinkled on the podium.

According to Matteo Lunelli, president and CEO of Ferrari Trento, those four years were a dream. “The Formula 1 podium is the most prestigious celebration in the world of sport, and this is where the tradition of opening a bottle of bubbly on the podium began,” he shared. Lunelli’s childhood memories include watching Italy win the 1982 FIFA World Cup with Ferrari Trento bottles in hand. So when talks began in 2019 to possibly bring the winemaker into Formula 1, he was very keen to take advantage of the opportunity.

“Then the COVID pandemic came and it felt like the world was about to change. But we were determined to continue our project,” he said. “At the time it was not an obvious decision at all because no one knew if the big events were coming back and whether the world would be different, but we knew it was a great opportunity for Ferrari Trento, so we started in 2021 ”

The gamble paid off. Not only did pandemic restrictions begin to lift, but the brand entered F1 when the sport was on the verge of a massive boom, especially in the US. “It was a small gamble at the time that turned out to be a good decision for us,” Lunelli said.

In the short time the two have partnered together, they have made some remarkable memories. Lunelli recalled watching Lewis Hamilton celebrate his 100th Grand Prix win, saying: “We knew it could happen in Russia so we designed a very special bottle, but obviously you don’t know until the last turn. Will do,” he explained. “So we had this bottle ready for the podium in Sochi and when he saw it, he realized it was for him and we have a beautiful photo of him at that moment.”

Then there’s Lando Norris, whose bottle-breaking antics have made him a fan favorite on the podium. “I told Lando that bottles aren’t really meant to be slammed on the floor, but he’s a great champion and he loves doing it, even though it scares me a little bit,” Lunelli said. “Glass bottles are not meant to be thrown on the floor, but they are certainly the best at celebrating on the podium. His style is the best.”

Even Daniel Ricciardo’s infamous Shoei got a nod from Lunelli. “Obviously the shoe isn’t really the most appropriate way to drink our Ferrari, but it’s about enjoyment,” he said. “Everything is acceptable from Daniel because he is such a fantastic person. I always say we love to see someone enjoying a nice glass of Ferrari, perhaps with a meal in the Paddock Club, but that moment of victory is a moment of celebration and joy, so it’s perfectly acceptable.

Naturally, Lunelli has a special spot reserved for the Ferrari double podium, which he has dubbed “Ferrari Square.” Yet one moment stands above the rest: Leclerc’s long-awaited victory at the Monaco Grand Prix in 2024. “The Prince of Monaco said that if Charles won, he would spray himself on the podium,” Lunelli recalled. “It was completely out of protocol. The Monaco podium is elegant and formal but it was a great pleasure for him (Prince Albert). He sprayed Charles and then drank the wine from the bottle – it was iconic, and will definitely be one of our most memorable moments in F1.