Masi Agricola has made a move into the prosecco category in a new partnership with Canevel sparkling wines.
Masi described Canevel as offering a “sought-after” category of wines, under the Registered and Certified Designation of Origin Valdobbiadene Prosecco Superiore DOCG.
“Like the Amarone Classico, the Valdobbiadene Prosecco Superiore is a benchmark for high quality Italian regional winemaking,” Masi stated.
The company said its agreement with Canevel is in keeping with its policy of forging strategic alliances with “time-honoured” estates such as the Serego Alighieri family in Valpolicella and the Bossi Fedrigotti estate in Trentino.
Masi noted that it takes years to establish the values and reputation of a winery. “When the time is ripe, it is not only possible but also advisable for winemakers to consolidate alliances and harness the synergy that ensures ascendancy on the international market without foregoing brand excellence or individuality,” Masi stated.
Carlo Caramel, who heads the Canevel winery, founded by his father Mario, will continue to represent his family company as President and Brand Ambassador, and well as becoming a Masi Partner in this new venture.
Canevel has been producing and marketing sparkling wines, especially Valdobbiadene Prosecco Superiore DOCG, since 1979. It distributes its products throughout Italy, Germany, USA, Switzerland, UK and Austria. With an annual output of 800,000 bottles, it has a turnover of around €4.2 million.
Masi underlined features it shares with Canevel. Both are family-based companies, Canevel represents a premium brand and its wines are made from grapes grown on the estate and by independent growers who adhere to Canevel production protocols, along the lines of the model created by the Masi Technical Group.
“The synergy between the two companies promises many other advantages,” Masi stated.
Canevel will gain from Masi’s position in foreign markets and Masi grows in the prosecco wine category. In recent years the prosecco category has emerged as one of the driving forces of Italian wines, especially on foreign markets, Masi added.
“Because we firmly believe in the absolute value of terroir and shared objectives, we at Masi would clearly not have been content with simply inventing a label and getting others to make the wine for us.”
