Masi Agricola is seeking to build awareness of its Fresco di Masi expression by underlining its reduced alcohol content.
As reported, Masi’s Fresco di Masi – a wine which the renowned Venetian producer says offers a “renewed vision of sustainability” – was launched globally last year.
The two 100% organic wines – Fresco di Masi Bianco Verona IGT and Fresco di Masi Rosso Verona IGT – were created with a protocol for processing based on ‘subtraction’. According to Masi, this process “minimises man’s intervention on nature”, and marks a return to the “essential nature of wine”.
The name ‘Fresco’ or ‘fresh’ highlights the concept of naturalness. Organic grapes are harvested during the coolest hours and vinified immediately, without drying and without the wine being aged in wood. The grapes are decanted and not filtered.
Masi said its Fresco di Masi line enjoyed immediate public approval following its launch, garnering flattering comments from wine critics, including leading UK specialist Jancis Robinson. She defined Fresco di Masi as ‘a street party in a bottle’.
Masi pointed out that its latest Fresco di Masi 2021 vintage stands out – and in particular, the red wine – for its more moderate alcohol content.
“This has been made possible thanks to Masi’s commitment to satisfy the current low alcohol trend,” the wine producer added.
Fresco di Masi Rosso offers fruity notes, with cherry aromas recalling its Verona origins, while Fresco di Masi Bianco Verona’s intense notes of white fruit recall the sweetness of pineapple.
Fresco di Masi is, according to Masi, “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”.
The brand also underlined the importance of its use of 100% sustainable packaging. The wine is presented in a light, transparent bottle, with a natural cork stopper and no capsule, to ensure it is plastic free.
Labels offer a reinterpretation of designs inspired by an 18th century etching which characterise other Masi wines.
Note: In 2021 The Moodie Davitt Report launched a regular eNewsletter series offering a curated selection of stories focused on the growing wine category in travel retail and beyond, in association with leading Italian producer Masi Agricola. As with all Moodie Davitt Report media, Wine Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
