Matteo Lunelli is the visionary CEO of Ferrari Trento and President of the Lunelli Group. He opens up about his journey in leading one of Italy’s most iconic sparkling wine producers. With a century-old legacy to uphold, Ferrari Trento has achieved global prominence, recently amplified by a groundbreaking partnership with Formula 1. Lunelli brings a rare blend of financial acumen from his time at Goldman Sachs and deep-rooted passion for Italian craftsmanship, positioning Ferrari Trento as a symbol of both heritage and modern luxury.
In this candid conversation, Lunelli delves into the strategic decisions that have driven the brand’s international expansion, the technological innovations transforming the wine industry, and the challenges of maintaining exclusivity in a rapidly scaling business. From his role as a steward of Italian culture to his commitment to sustainability, Lunelli offers invaluable insights on leadership, growth, and what it takes to thrive in a competitive global market.
Ferrari Trento has been a renowned name in the sparkling wine industry for over a century. What strategies have you implemented to ensure its continued growth and relevance in a competitive market?
“First of all, we focus on the excellence of our creations, remaining loyal to our values and culture but always looking for innovation in everything we do. To increase our relevance in a competitive market we strengthen brand prestige through strategic partnerships, such as our collaboration with Formula 1, that enhanced Ferrari’s global visibility and sales. It is crucial that we build our own identity. Ferrari Trento is the expression of Trentino Mountain viticulture and is an ambassador of the Italian Art of Living.”
Your background includes significant experience with Goldman Sachs in major financial hubs. How did your time in finance shape your approach to leading Ferrari Trento and the broader Lunelli Group?
“My tenure at Goldman Sachs provided me with working methods as well as invaluable lessons in planning, risk management, and financial acumen. After joining my family business, these skills have been vital in strategic investments since I was able to identify and capitalise on growth opportunities while ensuring financial stability. Working in an international environment I also acquired a global perspective that allowed me to understand more effectively global market dynamics and leverage this knowledge to drive Ferrari Trento’s international expansion. This experience was fundamental to better develop internationalisation strategies and understand different cultures, which is essential for our global operations and brand identity. Another important skill I strengthened during this experience is leadership, which helped me cultivate a results-driven culture that values innovation and excellence across the Lunelli Group.”
Securing a sponsorship deal with Formula 1 has brought immense visibility to Ferrari Trento. Can you elaborate on how this partnership has impacted your brand’s global reach and market positioning?
“The partnership with Formula 1 has significantly enhanced our global brand awareness and market positioning. It has resulted in increased sales, particularly in markets where Formula 1 events are held. The collaboration has also positioned Ferrari Trento as the official toast of the most iconic celebration in the world of sport.
“Since we started the partnership with Formula 1, our export sales more than doubled. When we signed the partnership in the United States there was only one F1 Grand Prix in Austin. In the following years, Formula 1 decided to introduce two new races in Miami and Las Vegas. Ferrari Trento sales in the US market more than tripled between 2020 and 2023; in particular, we saw tremendous growth and great success in Florida, Nevada, and Texas, where the circus stops, thanks to the growing popularity of Formula 1 and some strategic activations.
“What makes this partnership very special for us is that Ferrari Trento becomes part of the show when the drivers celebrate on the podium. In addition, our Ferrari Trentodoc is served in all high-end hospitality areas managed by Formula 1, and this allows us to introduce our Trentodoc sparkling wine to high-profile guests worldwide. For wine lovers and Formula 1 fans, we created a very special series of Formula 1 limited edition bottles dedicated to some of the most iconic Gran Prix which had a very positive appreciation in the market. Finally, we also experienced very strong demand for our Jeroboam 3-litre bottles, which is the same used by the drivers on the podium. A great opportunity to celebrate like the champions!”
The wine industry is often perceived as traditional. How do you balance respecting heritage with embracing innovation at Ferrari Trento?
“Ferrari Trento maintains its traditional values while embracing technological advancements. This includes using drones, sensors, and satellite imagery to improve vineyard management and investing in the winery in order to ensure consistent wine quality in every step of the production process. We have also achieved organic certification and continue to innovate within this framework. Even in a traditional sector like viticulture, we believe that we need to take advantage of every single technology and innovation that can help us to continuously improve what we make every day. I think that a traditional brand is an innovation which succeeded over time.”
What are the biggest challenges you have faced in maintaining the quality and exclusivity of Ferrari Trento’s products while scaling the business?
“The challenges we have faced include sourcing high-quality Chardonnay grapes, achieving organic certification, and adapting to climate change by cultivating vineyards at higher altitudes, which can also increase the maintenance cost. These efforts do ensure that Ferrari Trento maintains its excellence and sustainability standards. We share a sustainability culture with all our grape grower suppliers.”
As a strong advocate of ‘Made in Italy,’ how do you see the future of Italian luxury goods, particularly in the wine sector, evolving in the next decade?
“I envision a future where Italian luxury goods, particularly in the wine sector, continue to emphasise cultural authenticity and sustainability. I believe consumers increasingly value the traditions, heritage, and distinctive Italian style behind our products. “Made in Italy” creations communicate a sense of cultural richness and ethical practices that resonate deeply with today’s consumers.”
Your role extends beyond Ferrari Trento to include leadership positions in several other companies within the Lunelli Group. How do you manage these diverse responsibilities, and what synergies do you find between these different businesses?
“Each brand within the Lunelli Group maintains its production independence and is strongly rooted in its own territory, to preserve its identity and tradition. At the same time, we leverage group-level synergies in administration, sales, marketing, and distribution. This approach ensures each brand’s uniqueness while benefiting from shared resources. We also have the goal to represent the excellence of Italian beverages, and manifest the important link with the territory, especially within the wine sector.”
You often stress the importance of distinguishing Trentodoc sparkling wine from Prosecco and other sparkling wines. What are the key educational challenges you face in this regard, especially in international markets?
“In international markets, distinguishing Ferrari Trento from other sparkling wines like Prosecco is crucial. Prosecco and Trentodoc are created in different territories, with different methods and different grape varieties. It is important to educate consumers about the diversity of Italian sparkling wine and about the unique characteristics of Trentodoc, such as its traditional production method and mountain viticulture or its complexity, longevity, and elegance.”
As someone deeply involved in promoting Italian craftsmanship and culture, what initiatives or projects are you most passionate about that support this mission?
“I am strongly committed to promoting Italian lifestyle, that is why I became President of Fondazione Altagamma, a foundation that gathers leading high-end Italian companies from seven sectors: fashion, jewellery, automotive, yachting, design, hospitality, food and beverage. The mission of Altagamma is to increase the competitiveness of the Italian cultural and creative industries, thus contributing to Italy’s economic growth.
“Craftmanship talent and knowhow are at the heart of the excellence of ‘Made in Italy’ and this heritage must be preserved and transmitted to the future generation. As president of Fondazione Altagamma, I promoted a project called ‘Adopt a School’, to strengthen the relationship between schools and companies and to create personalised training programs aligned to the needs of our industries. This aims to attract younger generations to craftsmanship and viticulture through specialised curricula and leads managers and industry experts to share their expertise with the future generation. As Gruppo Lunelli we adopted the Istituto Alberghiero Trentino di Levico Terme, which is a local school that educate forthcoming managers of the hospitality industry who will be future ambassador of local oeno-gastronomy.”
What advice would you give to aspiring business leaders who aim to make a mark in traditional industries, such as wine, while also driving modernization and global expansion?
“I advise future leaders to combine passion with patience, especially in traditional industries like wine. Nothing great in the world has been accomplished without passion. Passion is the key to creating something unique, while patience is crucial because it takes a long time to produce a great wine. Finally, you have to create a great team who share your vision and values. Attracting talent from diverse sectors can bring in different experiences and backgrounds, fostering creativity, innovation and helping to define strategic differentiation.”
