Masi Agricola is targeting demand for lighter wine styles with the launch of Fresco di Masi, featuring alcohol content of 9% for the Bianco and 9.5% for the Rosso.
The Italian wine house previewed the range at Vinitaly 2026, the 58th edition of the annual spirits & wine exhibition, held in Verona from 12 to 15 April.
The wines are presented in the transparent ‘Masi bottle’, designed by Piero Lissoni and weighing 370g. According to Masi, the delicate bottle complements the range’s lighter-style proposition.
The label has also been redesigned, moving away from the visual identity associated with Masi’s Campofiorin and Costasera wines in favour of a more contemporary look.
The Bianco features a blue label, while the Rosso is presented in red. The alcohol content is prominently displayed on the front.
Masi Agricola Marketing Director Raffaele Boscaini commented, “Fresco di Masi was created to provide a way of having a drink in a simple, direct and affordable way.
“Its informal nature creates more opportunities for convivial enjoyment. It appeals to a broad audience that seeks moments of relaxation in wine and hedonistic satisfaction in simplicity.”
Fresco di Masi is produced from grapes that are vinified immediately after harvest using wild yeasts. The vegan wine is unfiltered, naturally decanted and aged without oak.
Masi said the range is designed to be versatile and suitable for a wide variety of food pairings. Both the Rosso and Bianco expressions can also be served chilled.
As part of the Masi Wine Experience, Fresco di Masi is available by the glass and is also featured in cocktails, including the Fresco Tonic, a lower-alcohol serve based on the wine. ✈
