Ferrari and Alitalia have joined forces. The Italian sparkling wine will be the choice for Business Class passengers on intercontinental routes, as well as being on offer to guests in Alitalia lounges at domestic airports and at New York JFK airport. The partnership stems from the two businesses shared values and a common desire to be international ambassadors of the Made in Italy. Alitalia adds another string to Ferrari’s bow, listing them on three airlines including Lufthansa and AirDolomiti.
LUNELLY FAMILY TO EXPAND THE LUXURY END OF THE MARKET – Choosing Ferrari, the country’s market leader in the production of top-end sparkling wine, is part of Alitalia’s wider plans to further improve on-board service with products that best reflect Italy’s food, wine and culture. In the other hand, Lunelli family, owner of Ferrari company, is now looking to leverage brand’s domestic reputation into international growth. Lunelli believes the export-led boom in sales of cheaper-to-produce Prosecco, which has recently surpassed champagne to become the world’s most popular sparkling wine, can help Ferrari expand steadily in its target niche at the luxury end of the market. Experts are not quite so sure at a time when the trend in wine marketing is towards recognizable brands, something Prosecco, with its easy-drinking style and easy-to-remember name, has benefited from.
