The new exhibition space, a multi-sensorial experience for the visitor, is totally dedicated to the discovery of wine and it has been launched at Lazise. The location is Tenuta Canova
, belonging to the Boscaini family, ambassadors for iconic Amarone wines in more than 120 countries of the world. This multi-sensorial museum on Lake Garda is the center for the ‘Masi Wine Experience
’ and is a favourite project for Sandro Boscaini, the president of the first Italian wine brand to float on the Italian Bourse.
“Masi – explains Boscaini – has always stood out in the region, and not only here, for its strong commitment to the popularization of the culture of Italian wine. And the Wine Discovery Museum completes the circle by enriching the didactic and emotional values of Tenuta Canova, where wine and food tell the age-old story of “knowing how to produce quality”. This gives life to a new form of tourism that is both impassioned and multi-sensorial. The Museum – concludes Masi’s president – has its origins in the history of the Boscaini family, now in its 7th generation, but this story is now part of a wider experience and a tangible example of the culture of viticulture and winemaking in our lands.”
The display rooms in the “Masi Wine Discovery Museum
” are divided into three narrative routes: from land to grapes, from grapes to wine and from wine to the table. Climate, terrain and grape varieties are the themes dealt with in descriptive panels and photographs, with satellite views of the territories where Masi has taken its winemaking skills: from Valpolicella to Lake Garda; from Trentino to Valdobbiadene (TV); and from Friuli to Toscana on to Argentina; complete with drone footage of the most important vineyards.
Winemaking techniques are the subject of the second route, from grape to wine, with sections on the viticultural year, grape drying (appassimento) in the drying lofts, pressing, fermentation, and maturation in barrel and bottle. Subjects examined include Masi’s point of particular expertise, Appassimento, and thanks to an exciting time-lapse video, 40 seconds are enough to relate what happens in three months of Appassimento with the principal effects of the “working rest period” undergone by the grapes.
The visitor then enters the most visually exciting part of the Museum: the great 50,000-litre vat (5m tall and 4.5m wide), where Masi wines used to go through the maturation process, for more than 15 years, and where now up to 15 people at a time are given a unique and involving sensory experience: 7 days of fermentation are related in 3 minutes, complete with images, aromas and sound, all recorded live.
The route then goes through the process of long maturation in special wood barrels, bottling and packaging. Large blow-ups of the most representative Masi wines, the company’s brand ambassadors, are on display.