For four years, Ferrari has graced the top step of every Formula 1 podium — just not the red Prancing Horse Ferraris driven by Charles Leclerc or Carlos Sainz. Rather it's the bottle of Ferrari Trento sparkling wine sprayed by victors in celebration. The simple black bottle has become synonymous with the sport’s iconic ceremony, particularly for the millions of fans who discovered F1 during the Netflix-fueled “Drive to Survive” era.
However, a billion-dollar deal inked by F1 and LVMH saw the checkered flag wave on Ferrari Trento’s reign. Starting in 2025, the French luxury conglomerate’s marquee champagne, Moët & Chandon, will make its return to be ceremoniously sprayed on the podium. Those four years were a dream, according to Matteo Lunelli, the president and CEO of Ferrari Trento.
“The Formula 1 podium is the most iconic celebration in the world of sports, and it’s where the tradition of opening a bottle of bubbles on the podium started,” he shared. Lunelli’s childhood memories included watching Italy triumph in the 1982 FIFA World Cup with bottles of Ferrari Trento in hand. So when conversations began in 2019 to possibly bring the winemaker to Formula 1, he was more than eager to jump at the chance.
“Then the Covid pandemic came and it looked like the world was going to change. But we were committed to continuing our project,” he said. “At that time it was not an obvious decision at all because nobody knew if big events were coming back and if .