Ferrari, ZYN and Maranello: When Innovation Meets the Italian Way of Life
Just in case you’ve been living under a rock, Scuderia Ferrari and ZYN—the world’s number one oral nicotine brand owned by Philip Morris International—announced the extension of their multi-year partnership last year. You can read the full announcement here
To celebrate this meeting of two brands known for innovation, performance and excellence, we packed our bags and made our way to Maranello, the spiritual and literal home of Ferrari, to experience the partnership firsthand.
Naturally, we had questions.
On paper, the partnership feels unexpected—an oral nicotine brand and a luxury Formula 1 powerhouse? Worlds apart. But that curiosity is exactly why we went. To understand the why, the how, the what and the where. Spoiler alert: the answers surprised us.
The Journey Begins
The trip kicked off with a flight from Cape Town to Addis Ababa on Ethiopian Airlines—my first time flying with them. Known as “The New Spirit of Africa” and the largest airline on the continent, I’ll admit I was sceptical at first. But I was genuinely impressed. While the food could use a little love, the service was outstanding—warm, efficient and attentive. Even the business lounge in Addis was worth noting. Consider my mind officially changed.
The total travel time clocked in at around 13 hours. Along the way, I reflected on the fact that it’s officially two years since I made the switch to smoke-free products—and my usual flight anxiety has all but disappeared. Long-haul flights no longer feel intimidating, and that alone feels worth celebrating. This isn’t sponsored—just a personal experience shared honestly.
Arrival in Italy (Cold, Rainy and Worth It)
We landed in Milan around 5am to cold, rainy weather (very cinematic, very dramatic). Along with fellow South African media, we hopped onto a two-hour shuttle arranged by the ZYN team and headed to Fiorano, chosen for its proximity to Maranello.
Fiorano is quiet, charming and unapologetically Italian. Think family-run eateries that have existed for generations, old townhouses with character, and locals who may not speak English—but will absolutely help you anyway. It’s the perfect escape from buzzing cities like Milan or Rome, offering an authentic slice of Italian life without the tourist price tag.
Pasta, Aperol and the Italian Way of Life
After checking in, restlessness set in—as it always does when travel is involved. Exploration waits for no one.
Our first outing took us to Modena for lunch and, naturally, Aperol Spritz. Because what’s the point of being in Italy if you’re not indulging in pasta and a good Aperol? La dolce vita isn’t just a phrase—it’s a lifestyle goal.
We enjoyed a comforting plate of tagliatelle ragù (the kind of meal that feels like a warm hug), then wandered Modena’s scenic streets, dotted with picturesque cafés and friendly locals. After playing “Gift the Explorer” for a few hours, we returned to the hotel to freshen up for dinner.
Dinner at a Ferrari Shrine (That Also Serves Great Food)
Dinner was at the legendary Ristorante Montana, located just across from the Fiorano test track. If you’re a Ferrari fan, this place is non-negotiable. It’s essentially a Ferrari museum that happens to serve excellent food.
The walls are covered in memorabilia and photos of past Ferrari drivers who’ve dined there, yes, including Michael Schumacher. Thanks to its proximity to the track, it’s a favourite among Ferrari staff and drivers, so don’t be shocked if you casually spot Lewis Hamilton or Charles Leclerc having dinner. The restaurant is also a celebrity favourite, with signed memorabilia from stars like Erling Haaland on display. Yes (in Linsay Lohan’s voice) go sports.
We shared a long table with UK media, and as expected, the British humour paired beautifully with South African sass. The result? Great conversation, plenty of laughter and even better energy.
The food lived up to the hype. The staff were attentive and accommodating of dietary requirements. I started with a zucchini carpaccio unexpected, unique and surprisingly satisfying followed by pasta that restored my faith after a few underwhelming Milan experiences. In true Gift fashion, I ended the night with a toast of grappa, because when in Italy… do as the Italians do.
More Than a Brand
What stood out most during our time in Maranello is how Ferrari is more than a brand—it’s a community pillar. Many locals work for Ferrari, and the factory has created opportunities for countless surrounding businesses. The brand is deeply woven into the town’s identity, economy and pride.
And this was only the beginning.
In the next part of the journey, we dive even deeper: visiting the iconic Ferrari Museum, enjoying another unforgettable dinner, and participating in a (very humbling) tyre-changing challenge that confirmed I’m better suited for lifestyle writing than Formula 1 pit stops. We’ll also unpack insights from a panel discussion hosted by ZYN and Ferrari, where both brands shared more about the thinking and energy behind this partnership.
Stay tuned, this ride is just getting started
