Masi is celebrating the upcoming Chinese New Year with a limited-edition Amarone Classico 2019: Nectar Costasera Lunar – New Year of the Snake.
Following the release of Costasera Lunar – New Year of the Dragon edition, Masi has re-collaborated with China Duty Free Group (CDFG) to develop the 2025 version.
The prestige wine, part of Masi’s travel retail-exclusive Nectar collection, pays homage to the Year of the Snake. The Italian wine producer noted that the zodiac is a “symbol of introspection, elegance and wisdom”.
The Year of the Snake edition packaging features a stylised golden serpent wound against a red label.
According to Masi, gold conveys success and abundance, while red reflects Amarone’s essence and is a symbol of good fortune during Chinese New Year.
The Nectar Costasera Lunar – New Year of the Snake will be available in select duty-free outlets across China, including Beijing and Shanghai.
“Travel retail has always been a cornerstone of Masi’s global strategy,” said Masi Export and Travel Retail Sales Director Pier Giuseppe Torresani.
“In its second year, the launch of Nectar Costasera Lunar – New Year of the Snake not only celebrates the Lunar New Year but also builds on the success of the previous edition. This release reaffirms our strong partnership with a key operator such as CDFG and underscores the growing global appeal of Amarone.
“The Nectar Lunar series is a testament to our dedication to connecting the excellence of Italian winemaking with Chinese cultural traditions.”
Masi recognises the potential of Asian travel retail, strategically investing in expanding its presence across the region.
Masi Agricola also participates as a member of the Travel Retail Fine Wine Alliance at the annual TFWA Asia Pacific Exhibition & Conference in Singapore.
The company continues to expand its presence through collaboration with leading duty-free retailers such as Lotte Duty Free, DFS and Gebr. Heinemann.
Masi has built new partnerships in recent years with operators such as Dubai Duty Free, Bahrain Duty Free, Laos Duty Free, Duty Free Philippines and Delhi Duty Free.
Torresani remarks: “At Masi, we see great potential in the duty-free retail markets of the Middle East and Southeast Asia. These regions are dynamic, and we see a growing interest for Italian premium wines.
“Our recent continued expansion in these key locations demonstrates our commitment to meeting the needs of international travellers, offering them unique, high-quality products.
“By strengthening our partnerships with top duty-free operators and entering new markets, we ensure that Masi’s renowned Amarone and signature wines from our portfolio are accessible to an even wider global audience, connecting tradition with modern travel retail trends.” ✈
