Matteo Lunelli is a shrewd business operator who has significantly contributed to the success of Ferrari Trento. He is known for his strategic moves, such as getting Cyril Brun to transfer from Charles-Heidsieck to Ferrari in Trento (for more see here) and becoming the F1 sponsor, which gave Ferrari a global sparkling window, prior to Moët (LVMH) bursting the bank to bring it back to Champagne this year.
In April, Lunelli had the privilege to meet and gift King Charles a rare bottle of Giulio Ferrari Collezione 2004 and presented the Ferrari Riserva Lunelli 2016 for the toast at the Italian state banquet to celebrate King Charles and Queen Camilla’s 20th wedding anniversary and state visit to Italy. A week later he was busy in Japan opening EXPO2025 in Osaka, Japan, celebrating the Italian Pavilion with, of course, Ferrari sparkling wine.
Lunelli is on a mission, and that is to get Ferrari at the very best tables, whether that be a Michelin star restaurant in London, a wine bar in Edinburgh or at the King’s table.
Ferrari sparkling wine
Ferrari Trento produces incredible world-class sparkling wines from the Trento mountain region of Northern Italy. Over the last decade, Ferrari has become one of the most awarded and successful sparkling wines in the Champagne & Sparkling Wine World Championships, challenged only by Louis Roederer.
Ferrari's wines are bottle-fermented sparkling wines from Trentino, known as Trentodoc (Trento DOC). The grapes are cultivated in the vineyards on the slopes of the mountains in Trentino, which allows the grapes to keep acidity and develop their maturation. This unique terroir contributes to the distinctive style of Ferrari.
The winery was founded in 1902 by Giulio Ferrari, who was a pioneer in sparkling wine production in the region, with Metodo Classico the only production technique used in its sparkling wines.
Mastering sales of these unique wines in the UK
Lunelli recently moved the distribution of Ferrari in the UK to Liberty, which already holds an impressive line-up of champagnes and sparkling wines. To build on this new distribution arm, together with Clementine Communications, Lunelli has put an impressive team on the ground to help not only build its image in the UK but to educate consumers on the quality and star rating of this ‘sparkling mountain wine’.
I asked Lunelli if he could outline his battle plans and how he intends to communicate the quality of Trento’s world class sparkling wines to non-Italians.
“Our battle plan is simple yet ambitious: to establish Ferrari Trento as one of the world’s greatest traditional method sparkling wines, an expression of the unique mountain viticulture of Trentino and an ambassador of the ‘Italian art of living’.”
“Central to this is telling our story authentically – to paint a picture in consumers’ minds of mountain vineyards. Every great wine is the expression of its own land; Trentodoc has a distinctive freshness and finesse that comes directly from our high-altitude terroir, and this is what sets us apart globally.”
“It is essential that we continue to communicate this point of difference – after all, diversity is the beauty of wine. Also, in the world of sparkling wine, excellence cannot be a monopoly of a single region and opinion leaders have widely recognised Ferrari Trento as a world-class sparkling wine.”
“Part of this strategy is to work closely with the trade which is extremely important to us. Every month we take sommeliers, buyers and journalists to visit Ferrari Trento and see our wonderful region first hand. These ambassadors are crucial touch points with the final consumer, and so for them to have a close understanding of the region and what sets Trento apart is hugely important in communicating the key attributes of our wines.”
“We will also work closely with our importer, Liberty Wines, to educate the trade and run by-the-glass activity in high-end restaurants, wine bars and hotels because the prestige of a brand comes, first of all, from where it is positioned and served.”
“Nowadays in the UK, consumers are becoming more adventurous when it comes to sparkling wine – they are willing to explore new regions and seek good value for money. They are also starting to become better educated in terms of Traditional Method sparkling wines from outside of Champagne and this presents a huge opportunity for us, specifically with our Blanc de Blancs sparkling wines.”
“Our Ferrari Maximum Blanc de Blancs is a key by-the-glass option for on-trade and is a very exciting proposition for a restaurant. It is extremely food friendly and, with three years of lees aging and 100% mountain Chardonnay from sustainable vineyards, it represents amazing value.”
“Our goal is not just to be discovered, but to be remembered – as a benchmark for quality, elegance and authenticity in the world of sparkling wine. Ferrari Trentodoc has all the ingredients to become a household name for wine lovers who seek something truly exceptional.”
And on to the wines
Lunelli stated over lunch that his aim with Ferrari was to “win the challenge of time,’’ and “gain complexity but keep the freshness.”
Cyril Brun added that he wanted to remain faithful to the Ferrari traditions, but at the same time wished to build up the estate’s reserve wines. He revealed that he also wanted to improve the non-vintage wines, by allowing them to develop more complexity and depth and has gradually brought in new systems and tanks to do this, adding that “to achieve excellence there are a lot of steps, with each step being so important.”
Both agreed that international export was a key aim, and to achieve this it is important to share the unique potential of sparkling wines from the Trentodoc mountains. The Dolomite Mountain slopes give them that perfect microclimate, with the cooling night air balancing the heat from the sun in the day. Lunelli noted that climate warming has not yet become an issue but the estate can compensate by ‘moving up the mountain’ – every 100m you rise the mountain temperatures drop by approx 1°C. He also suggested that there was the ability to plant vineyards upwards of another 200 metres.
Ferrari Perle 2018
100% Chardonnay, an impressive way to start, delicate biscuit brioche, love the lemon citrus notes, with hints of pineapple and pink grapefruit, this is bright and fresh, the purity is seamless, as it opens on the palate there is a lovely freshness white peaches, fresh baked sponge, and again a clean, fresh finish.
Ferrari Perle 2002 (Magnum)
This was disgorged in 2023, tangerine on the nose, white stone fruit, toasted brioche aromas, a beautifully evolved wine that showcased the quality of aged Chardonnay grapes. I loved the texture and beautiful balance of this which had a very gentle sparkle.
Ferrari Riserva Lunelli 2015
100% Chardonnay. Bright, clean, forward, racier, delicate citrus notes, great purity and saline freshness. Lovely golden colour lights up in the glass, as the Spring sunshine reflects across the Thames, the wine evolves in the glass – delicate stone fruit, nutty notes and a hint of spice and crunch. Rich, long finish with bakery aromas, and bright, lingering freshness.
Giulio Ferrari Riserva del Fondatore 2012
100% Chardonnay. Have to say the Giulio Ferrari Riserva is my go-to luxury sparkling up there with the best from Arras, Dom Ruinart and Cristal. This 2012 underlines the supremacy of this label, it has a golden colour, with a sensual aromatic nose, fresh and clean, the purity and essence are quite stunning. Only produced in great years and in limited supplies. There are honeyed notes, crisp delicate white chocolate, crisp white nuts, essence of nectarine, citrus zest, beautifully balanced, a marvel.
Wines tasted with lunch
Ferrari Perle Rose Riserva 2018
80% Pinot Noir, 20% Chardonnay. Definitive rose colour. Aromatic perfume of raspberries and rose buds, on the palate there is that extra depth – a hint of tangerine, biscuit, and restrained clean-cut berries. Long finish with nutty spices and a hint of nougatine.
Ferrari Perle Nero Riserva 2016
100% Pinot Noir. This was served with a perfectly cooked tranche of wild Cornish turbot, which perfectly brought out the flavours and quality of this wine. I love the vibrancy, refined clean-cut red berry notes – toasty and spicy with a creamy complexity. There was a focus, a linear feel to this that refreshed the palate and combined perfectly with the meaty turbot.
Giulio Ferrari Riserva del Fondatore 2012
100% Chardonnay. Pure excellence, juicy apricots, clean, refined bubbles, spices, some smoky notes, mineral/chalk notes, elegant, freshly baked Parisienne pastry, Amalfi lemon peel, fresh and full of vibrancy, exceptional.
Ferrari Maximum Blanc de Blancs, Non-Vintage – tasted from Magnum
100% Chardonnay. As noted by Lunelli this is the sparkling wine that needs to be placed “out there” to highlight and introduce consumers to the Ferrari brand. Hints of tropical notes, almonds, juicy apples, delicate and refined, plenty of depth, giving it that luxurious feel. It is focused with a lovely purity of stone fruit, gentle bubbles with an excellent herbaceous savoury feel.
