Italian Prosecco replaces French Champagne on F1 podium

Three-year deal with Italian winemaker means Grand Prix winners will mark victories with a different sparkling wine 

4 March 2021
By Brian McCulloch

For the first time since the 1950s, the winners of Formula One Grand Prix races will not be celebrating with champagne this season.

For the next three years, they will mark their victories from the podium with an Italian Prosecco after Italian winemaker Ferrari Trento, which has nothing to do with Ferrari racing cars, won the right to sponsor the now-traditional winners' podium celebrations – after signing a deal thought to be worth several million euros with the F1 administrators.

Previously the Devavry Champagne maison had the sponsorship rights, which it used to promote its Carbon Champagne.

The Comité Champagne, the trade body which includes champagne growers, makers and négociants had no comment on the decision by F1.

Read more: The best champagnes to buy in France

“Sponsoring deals are the responsibility of individual maisons,” it told Connexion.

No-one was available for comment at Devavry Champagne, either.

The tradition of drinking champagne to celebrate a victory was introduced by Argentinian driver Juan-Manuel Fangio in the 1950s.

Spraying the crowd, pre-Covid, or the team members last year, started in 1967.

On its website, Ferrari Trento celebrates the deal saying: “For more than a century Ferrari Trento has been synonymous with Italian excellence; it has created, thanks to its passion and skill, sparkling wines of great elegance that have the ability to enhance any occasion.”

Read more: More to Champagne region in France than a glass of bubbles

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