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Ferrari was first produced in 1902 by Giulio Ferrari, a man with a dream of creating a wine in Trentino capable of competing with the best French Champagnes. He was a pioneer and the first to make substantial plantings of Chardonnay in Italy. He started to produce a few highly select bottles, with an obsessive attention to quality immediately receiving major international accolades and remains the reserve of an extremely discriminating clientele.

With no children, Ferrari looked for a successor to whom he could entrust his dream. Among many candidates he chose Bruno Lunelli, owner of a wine shop in Trento, with whose passion and entrepreneurial talent he succeeded in increasing production without ever compromising on quality. Bruno Lunelli conveyed his passion to his sons; under the leadership of Franco, Gino and Mauro, Ferrari became the market leader in Italy and the nation's celebratory wine par excellence.