Masi, the historical producer of Amarone deeply rooted in Valpolicella Classica, partnered with Gebr. Heinemann to release a limited-edition packaging of its Rosa dei Masi rosé wine, developed exclusively for the Norwegian travel retail market. The initiative celebrated Norway’s Constitution Day (17 May) and caters to growing traveller demand for distinctive products that evoke a sense of place and occasion, Masi said.
First released in 2024, Rosa dei Masi is the result of extensive research and innovation by the Masi Technical Group. Positioned within a fast-growing and increasingly premiumised category, the wine reflects the global shift in rosé consumption from casual enjoyment to lifestyle statement.
The wine is produced using Merlot grapes cultivated in the high Valpolicella area of northern Italy, a region known for its pronounced diurnal temperature shifts, which enhance aromatic intensity and structure.
In the cellar, vinification techniques help preserve the wine’s delicate balance and bouquet. The result is a fresh and elegant rosé with pronounced floral aromas, vibrant acidity and notes of raspberry and red fruits.
The packaging has been given a locally inspired update for the Norwegian market. Presented in a clear glass bottle that highlights the wine’s pale-pink hue with salmon and onion skin reflections, the design features Masi’s label decorated with the Norwegian flag and a delicate illustration of rose petals.
Masi Agricola Export Manager and Brand Ambassador Giacomo Boscaini, seventh generation of the family owning Masi, commented, “Rosa dei Masi is a wine that reflects Masi’s commitment to quality and tradition, crafted to offer a refined and versatile experience. It combines purity and elegance, evoking the serene beauty of shared moments with friends, making it ideal for any occasion.”
“Rosé is no longer a niche category – it’s a dynamic, growing segment, especially among younger consumers and those interested in premium lifestyle products,” Boscaini noted. “While Italy will always be associated with reds and whites, we believe rosé is carving out a distinct space of its own. It offers a unique combination of drinkability, elegance and visual appeal, making it highly adaptable for many occasions and cuisines.
“Rosa dei Masi stands out because it’s born from the heritage of a historic Amarone producer, yet crafted with a forward-looking, lifestyle-driven philosophy.
“The approach is contemporary but rooted in deep viticultural knowledge,” Boscaini continued. “The packaging itself is carefully curated: the signature Masi oval label is reimagined with hand-drawn rose petals, presented in a transparent bottle to highlight the delicate blonde onion skin hue – an aesthetic choice that speaks to a new generation of wine lovers.
“These details matter to our customers. They’re not just buying a wine; they’re embracing a story, a style, and a way of living. Our guiding principle is to deliver the highest level of pleasure to the consumer. The exclusive offering of limited product editions also comes to support this strategy. ” ✈
