At the Las Vegas Formula 1 Grand Prix, Ferrari Trento sparkling wine was once again the only bubbly featured in the F1 hospitality areas and popped on the podium (except during races in Saudi Arabia, where alcohol cannot be displayed). A limited-edition bottle is gifted to the top three drivers and their teams, while an autographed one is auctioned to support a Nevada-based association researching cognitive diseases like dementia. "In the 1950s, Giulio Ferrari chose my grandfather as his successor", said Matteo Lunelli, the third-generation leader of the namesake group that includes brands like Ferrari, Tassoni, and the Bisol Prosecco Superiore.My grandpa went into debt up to his neck to buy the company, but Ferrari allowed him time to pay it back: he had no children and knew my grandfather would carry on his vision. That is, a wine that exceeded the norms of the simple drink, crafted by farmers who strive for greatness". And so it was. Today, the brand is a leader in premium Italian sparkling wines and has multiplied its exports over the past decade, breaking the monopoly of French Chardonnay. The U.S. and Germany are its top overseas markets, but Ferrari Trento is also popular in Japan and will be featured at Expo 2025 in Osaka. The Lunelli group generates a total revenue of 150 million euros.