Masi enters the Prosecco market with the purchase of 60% di Canevel Spumanti SpA, founded by the Caramel family. The purchase enhances the Masi portfolio with one of the most emblematic wines of the Venetian regions: Valdobbiadene Prosecco Superiore DOCG.
Sandro Boscaini, Chairman of Masi Agricola, said: «I am delighted to make this announcement together with the Caramel family, with whom we share fundamental values such as the role of the family, local roots, and the top positioning of the brand. This partnership confirms that in the world of quality wine, which requires serious commitment, passion and a professional approach as well as long lead-times to build values and corporate reputation, it is possible to create alliances and activate synergies to reach the size needed to face the international market while maintaining the excellence of the product and respect for the individual personality of the brand”. Boscaini continues: “the new company comes into the category of our Historic Venetian Estates, already comprising Serego Alighieri in Valpolicella Classica and Bossi Fedrigotti in Trentino.”
Federico Girotto, Managing Director of Masi Agricola and of Canevel Spumanti, concludes: “The synergies with Masi include the following: a family-owned company with premium brand positioning; strong links with the cultural terroir of the Venetian regions through highly specialised vineyard areas, a network of selected distributors, and a wine made from a mixture of company owned vineyards plus a stable network of associated vignerons who employ Canevel production protocols in much the same way as happens with our Masi Technical Group.”