Italian sparkling wine producer Ferrari Trento has reported booming interest in its wares in the US, following a sponsorship deal with Formula One. The sport’s popularity, boosted by Netflix docu-drama series ‘Drive To Survive’, is “growing dramatically” providing an “incredible opportunity” for the brand, the winery’s CEO said.

While Ferrari Trento typically focuses on the on-premise for its export markets, demand in the US has propelled it into retail and it is struggling to keep up with demand, CEO Matteo Lunelli told Just Drinks in Italy last week.