No more champagne on F1 podiums
Podium ceremonies won't have the same flavour: there'll be no more champagne, replaced by an Italian sparkling wine with a famous name!
One thing is certain for the upcoming season: Ferrari will be present on all the podiums of the next season! Not the Scuderia, but Ferrari Trento, which has just signed a three-year contract with F1 to become the official sparkling wine of the sport.
The President of Ferrari Trento, Matteo Lunelli, stated: “We are very excited about this partnership with Formula 1, which is both a culmination and a new beginning. It is a culmination because it demonstrates the fame and appeal of Ferrari Trento wines internationally, thanks to the relentless work of our teams. It is a new beginning because we are embarking on an extraordinary adventure that will allow us to bring the Italian art of living to Formula 1 celebrations. We have decided to embark on this project despite the current context because we are convinced of the future of Ferrari Trento.”
However, as nothing is simple, the brand will not be able to display its products at the first race of the season since it will take place in Bahrain, which prohibits the display of alcoholic products. The bottles are then traditionally replaced by a mixture with pink water, far from delighting the pilots’ taste buds.
Liberty Media is struggling to find a partner in this important exhibition domain as it had partnered with the champagne brand Carbon, before reaching an agreement last season with Moet & Chandon. Harshly affected by the closure of restaurants and corporate and private events, the champagne industry saw its sales collapse last year, to the point of forcing different houses to reduce their production in order to avoid risking a price war and damaging the brand image of their region.
