Masi Agricola has launched Fresco di Masi, a wine which the renowned Venetian producer says offers a “renewed vision of sustainability”.
The two 100% organic wines – Fresco di Masi Rosso Verona IGT and Fresco di Masi Bianco Verona IGT – are, according to Masi, produced in a way which minimises man’s intervention with nature. Organic grapes are harvested during the coolest hours and immediately vinified, without drying and without being aged in wood. The grapes are decanted and not filtered.
Masi said the Fresco di Masi wines underline the company’s “innovative soul” and its commitment to sustainability, combining the benefits of organic techniques with traditional quality.
The two wines are “products of our times”, the result of a “search for the very essence of wine”, Masi said.
“The idea of Fresco di Masi stems precisely from this: wines made simply, just like they used to be. Fresco di Masi is the answer to the new sensitivity of our times: the search for an increasingly responsible consumption, attentive to the well-being of individuals and the planet we inhabit,” Masi added.
Fresco di Masi Rosso offers fruity notes, with cherry recalling its Verona origin, while Fresco di Masi Bianco Verona’s intense notes of white fruit recall the sweetness of pineapple.
The wines are presented in transparent glass bottles, with cork and beeswax stopper. No plastic is used. Labels offer a reinterpretation of designs inspired by an 18th century etching which characterise other Masi wines, including Campofiorin and Amarone Costasera.
Masi Agricola Export and Travel Retail Sales Director Pier Giuseppe Torresani said the wines would soon be featured in Gebr Heinemann stores. Further listings by other travel retailers are expected soon.
Torresani underlined Masi’s sustainable ethos and its new natural wines in the lead-up to last year’s Moodie Davitt Virtual Travel Retail Expo. He also emphasised travel retail’s role as a pillar of Masi’s commercial strategy.
