Masi Agricola is shining the spotlight on Fresco di Masi, a wine which the renowned Venetian producer says offers a “renewed vision of sustainability”.
The two 100% organic wines — Fresco di Masi Rosso Verona IGT and Fresco di Masi Bianco Verona IGT — were launched globally in March.
The wines were produced in a way that minimises man’s intervention with nature; a process which has been described as a return to traditional wine-making techniques.
The name ‘Fresco’ or ‘fresh’ highlights the concept of naturalness. Organic grapes are harvested during the coolest hours and immediately vinified, without drying and without the wine being aged in wood. The grapes are decanted and not filtered, highlighting “the very essence of authentic wine,” said Masi.
Masi Agricola Head of the Technical Group and seventh-generation Masi family member Raffaele Boscaini said, “The idea of ‘Fresco di Masi stems precisely from this: sincere wines, focused on genuineness, simple like once upon a time but as good as we expect today. We have sought out the shortest route from the vine to the glass, ‘grapes-must-wine’, and obtained moderately alcoholic wines characterised by an immediate palate of fresh fruit.”
“Fresco di Masi is 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 company 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.
According to the company, the two new expressions highlight the cutting-edge spirit of Masi Agricola and its commitment to sustainability.
The wines are presented in transparent glass bottles, with cork and beeswax stopper, and no plastic is used. Labels offer a reinterpretation of designs inspired by an 18th century etching which characterise other Masi wines, including Campofiorin and Amarone Costasera.
Masi Agricola Export and Travel Retail Sales Director Pier Giuseppe Torresani said the wines would soon be featured in Gebr Heinemann stores. Further listings by other travel retailers are expected soon.
Torresani underlined Masi’s sustainable ethos and its new natural wines in the lead-up to last year’s Moodie Davitt Virtual Travel Retail Expo, where it was an exhibitor. He also emphasised travel retail’s role as a pillar of Masi’s commercial strategy.
Masi and The Moodie Davitt Report partner in newsletter dedicated to wine in travel retail
Masi Agricola has reinforced its commitment to travel retail by partnering with The Moodie Davitt Report to launch ‘Wines Curated’, a new monthly newsletter series that offers a curated selection of stories focused on travel retail and other channels.
The Moodie Davitt Report’s Curated platform kicked off in 2019 with Sunglasses Curated, in association with eyewear leader Luxottica; Confectionery Curated in partnership with Mondelez World Travel Retail; and Beauty Curated, supported by Shiseido Travel Retail.
Other Curated titles include Hainan Curated, in partnership with Foreo, and Wellbeing Curated together with Rituals.
