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El Celler de Can Roca Wins the Ferrari Trento Art of Hospitality Award


The Art of Hospitality Award is a partnership between The World’s 50 Best Restaurants and Italy’s leading producer of luxury sparkling wine, Ferrari Trento

Melbourne, Australia (April 5, 2017) – The endeavor by Ferrari Trento to promote the Art of Hospitality continues in superb fashion: after launching the Ferrari Art of Hospitality Award in 2016 in partnership with The World’s 50 Best Restaurants, the 2017 edition of the prize was awarded today in Melbourne. The award was bestowed on El Celler de Can Roca at an exclusive awards ceremony during the announcement of The World’s 50 Best Restaurants for 2017.

Last year’s winner of the inaugural Ferrari Art of Hospitality award, Eleven Madison Park of New York, ranked at the No. 1 spot in The World’s 50 Best Restaurants 2017 list.

Will Guidara, co-owner and restaurateur of the establishment, says winning the accolade last June was a career highlight that spurred his dining room team to be even better: “There are so many awards for chefs and there are restaurant awards for elements we share together, but service and hospitality is our passion and our craft – it’s the thing that we give our lives to,” says Guidara. “It’s where I fill my gas tank, pursuing that side of Eleven Madison Park, so it’s hard to explain how powerful it was for our team just to be acknowledged for it.”

While there are great things to come, Guidara says the hospitality award has given his team the impetus to provide even better service. “Affirmation is a really beautiful thing,” he says. “We don’t do it for the affirmation, but it gives you the motivation to dig that much deeper. It energises you every single day as you step onto that floor.”

The Ferrari Art of Hospitality Award recognizes the restaurant that has distinguished itself above all others in providing its guests with a memorable experience based on the magical chemistry created by the perfect balance of high-quality service, hospitality, and conviviality. This year it was El Celler de Can Roca that received the highest recognition for its Art of Hospitality by winning the coveted Ferrari Art of Hospitality award.

It is no secret that a great meal is based not solely on the food but on the Art of Hospitality also. Hospitality is equally important in creating exceptional culinary experiences and it is an element of the dining experience that is often overlooked. The award celebrates the subtle alchemy of excellent service and a convivial atmosphere that contribute to a complete restaurant experience.

Ferrari Trento, the official sparkling wine at The World’s 50 Best event, sponsors the award. Matteo Lunelli, President and CEO of Ferrari Trento adds: “Hospitality is very important in Italian culture, and Ferrari prides itself in being an ambassador of Italian lifestyle the world over. We are therefore delighted to partner with The World’s 50 Best Restaurants to recognise the ‘Art of Hospitality’, an element so central to our brand and culture. As a producer of high-end sparkling wine and a global representative of the ‘Italian Art of Living’, we are uniquely positioned to celebrate this aspect of the restaurant experience: a glass of bubbles is synonymous with welcome and the toast is by definition an act of conviviality. Now in its second edition, we extend a hearty congratulations to El Celler de Can Roca for being awarded the Ferrari Art of Hospitality Award 2017.”

To reach a decision on the winner of the 2017 award a global panel of over 1000 members voted on their best front-of-house experience. Voters are asked to consider overall quality of the service from professional standards to engagement and personality. They are also asked to judge the ambience created, the delivery of unique experiential elements and the warmth of the hospitality and environment. 

Ferrari has been the toast of Italy for over a century. All Ferrari labels are Trentodoc, bottle-fermented sparkling wines created using only Chardonnay and Pinot Noir grapes cultivated on the alpine slopes of the Trentino region in Northern Italy. Long championed by chefs, Ferrari Trentodoc wines are the choice of high-end restaurants worldwide for their versatility in complementing the creativity on the plate. The Ferrari Perlé, a 100% Chardonnay Trentodoc wine,  was awarded World Champion and Best Italian Sparkling Wine by The Champagne and Sparkling Wine World Championships this past year.

Find out more by visiting www.ferraritrento.it/en or following @FerrariTrento.


Established in Northern Italy’s Trentino region over a century ago by Giulio Ferrari, Ferrari crafts bottle-fermented sparkling wines according to the regulations of Trento D.O.C.  The technique is similar to the one used by the finest Champagne houses, but is profoundly Italian in craftsmanship and reputation. Ferrari is a family-run company, led by the third generation of the Lunelli family. The four cousins at the helm are the proud descendants of Bruno Lunelli, who purchased the estate in 1952. Every generation since has continued Giulio Ferrari’s uncompromising search for excellence, staying true to Trentino and its mountain agriculture in the pursuit of quality. In 2015, Ferrari was named Wine Enthusiast’s “Best European Winery” as well as “Sparkling Wine Producer of the Year” at The Champagne and Sparkling Wine World Championships.

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