Q1. For those who might not know who are you can you give a brief rundown of your background? 

Of course - I am a passionate entrepreneur and I am proud to be the President and CEO of Ferrari Winery, Italy’s leading producer of luxury sparkling wines, founded in Trento in 1902. I am also the CEO of the Lunelli Group, an Italian beverage group which, along with Ferrari, includes Surgiva, a company which produces a light and exclusive mineral water with its source in the Brenta Natural Park in Trentino. It also includes the historic grappa Segnana, the Tenute Lunelli still wines (from Trentino, Tuscany and Umbria), and finally Bisol1542, a renowned Prosecco Superiore, which represents the highest level of quality for wine production in the Valdobbiadene territory. All these brands have long traditions, a strong link to their territory, and are excellent made-in-Italy brands.

I’m 47 years old, I am married to Valentina, and we have a wonderful family with two children. After I graduated with honors in Economics at Bocconi University in Milan, before joining the family business, I worked abroad for five years at Goldman Sachs International in Zurich, London and New York.  

Strongly committed to promoting Italian lifestyle, I am President of Fondazione Altagamma, which gathers leading high-end Italian companies from various sectors: fashion, jewelry, automotive, design, hospitality, food and beverage. The mission of Altagamma is to increase the competitiveness of the Italian cultural and creative industries, contributing to Italy's economic growth. 

Q2. What made you want to invest your time into wine? 

As part of the Lunelli family I was born close to the world of wine. The history of Ferrari under the leadership of my family started in 1952, when my grandfather Bruno Lunelli acquired the winery from the founder Giulio Ferrari and, together with my cousins, I represent the third generation in our family business.

When I was a child, I remember visiting our winery during the harvest time, smelling the perfumes of the grapes and tasting the must, which was sweet and juicy and had a nice apple flavor.

My father always presented Ferrari Trento as a great opportunity for me, but he never forced me, and he left me free to find my personal vocation and to choose my future.

When studying at university my dream was always to travel the world and face challenges outside of my family business, so after graduating, I moved to New York and worked for five years in finance. This was certainly a very positive and important period for me but in 2003, when my uncle Gino Lunelli, who was at that time President of Ferrari Trento, asked me to join the family business, I had no hesitation. Working in the wine industry, and in a company linked to the history of my family and territory, was an extraordinary opportunity; I moved from London to Trento, and started my career in the wine sector. To this day I have never regretted it.  

Q3. Do you have any other passions other than wine? 

Beauty and taste are mutual loves; I love art, and for the past three years I have been vice President of MART, the Museum of Modern and Contemporary Art of Trento and Rovereto. I also love the beauty of nature, particularly the mountains. Every time I can, I go to my chalet in Madonna di Campiglio, where I enjoy skiing and hiking in the Brenta Dolomites. I’m in love with my region of Trentino and also with my country of Italy.

I also like traveling, which goes hand in hand with my passion for cuisine, and for experimenting with different food cultures all over the world.

Q4. I see you are very active on Instagram; do you find this helps you and the business? 

Yes, I think Instagram is a great way to have a direct dialogue with those who are passionate about Ferrari and all the creations of the Lunelli Group. It’s useful for showing potential customers that you are more than just a faceless corporation. Instagram enables me to stay in touch with my contacts worldwide and to share my experiences, what I do and what I think; I can show the beauty of our territory and describe what we do and what is behind our creations. Ultimately, it’s an excellent way to build a relationship, establish trust and credibility with followers but also to understand the trend of the moment, and discover what happens elsewhere.

Q5. I see you posted about the Harvest, are you a very “hands on” CEO? 

Certainly; I want to be part of the team and work closely with my collaborators. Harvest is a magic moment, and it is always wonderful to spend some time in the vineyards. In our mountain vineyards, maintained and tended like gardens, every row of vines is an expression of man’s deep respect for nature and his contact with the earth.  Excellence at Ferrari Trento is expressed in every stage of the supply chain, from the vineyard to the table. I believe that the key to success is paying attention to details and this way of thinking already started with our founder Giulio Ferrari. We really care about putting people at the center of the company, with a focus on attracting talents.

Q6. What is your best advice to those that want to work or start up in the wine industry? 

First of all, I think that if you want to work in the wine industry it is important to have passion. A great wine should deliver emotions and that is why I strongly believe that, more than specific competences, having passion is essential. Of course you must love nature and wine, but if you want to create a start-up in the wine business, remember also that the most challenging period for the winery is the first 100 years. I was lucky enough to enter Ferrari Trento in 2003 when the winery was already 100 years old.

Since food and beverage is a global sector and the wine industry is something private and intimate, I’m convinced that an entrepreneur and a manager in this sector should know and understand consumers from all over the world, their different culture and habits. So, international study or work experience is quite significant.

There are also some soft skills such as problem solving, team working, and the knowledge of digital media that nowadays are essential. Another element that is very important for a management position is the approach, the mindset and the values that someone has. Finally, you need to know the territory well to create excellent products and always have an innovative vision to stand out from competitors. 

Q7. What are the best food pairings to go with Ferrari Trento’s offerings? 

First of all, I want to underline that Ferrari Trentodoc is very flexible in pairing with food. All sommeliers would agree that bottle fermented sparkling wine in general can match well with a wide range of dishes. This is the reason why we can always be creative in finding new ideas for pairing.

For your starter, you can have a glass of Ferrari together with some Parma ham, olives and a slice of parmesan to enjoy a simple Italian aperitivo. Our Ferrari Blanc de Blancs Trentodoc is perfect with some fried fish or Italian fritto misto. Many kinds of pasta like Carbonara or a risotto fit perfectly with our bubbles where the freshness and sharpness cut through the flavors of the plate. Not to mention the traditional pairing with white meat or fish. And last but not least, if you want to be more creative: “Bubbles and Pizza!”. A pairing that works both in its more traditional versions, and in the gourmet ones, pizza that comes from the creative flair of certain master pizzaioli is a culinary treat, that deserves to be enhanced by Trentodoc wines of great finesse, transforming this gastronomic experience into a real marriage of two icons of the Italian lifestyle.

Outside of Italian food, I love our Ferrari Trentodoc with Sushi or Sashimi. Raw shrimps and other Japanese elegant dishes with a Vinatge Ferrari Trentodoc is exquisite, and I love a Toro Nigiri with some Ferrari Rosé.

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