Masi Agricola launches “Fresco di Masi” on the international markets, two organic wines that interpret a renewed vision of Sustainability, for an authentic, simple taste experience. The project is based on a revolutionary concept: production “by subtraction” that minimises man’s intervention on nature, a return to the origins and a search for the very essence of wine.
“The idea of ‘Fresco di Masi’ stems precisely from this” Raffaele Boscaini, Head of the Technical Group and seventh generation of the family owners of Masi, clarifies: “sincere wines, focussing 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 sensitivity of our times: the search for an increasingly responsible consumption and attentive to the well-being of individuals and the planet. It is the expression of the company soul, always cutting-edge in research in the vine and cellar and which, thanks to this project, pursues its constant commitment to Sustainability, combining the benefits of organic techniques with the famous Masi quality and the cultural vision of its wines.
The concept of naturalness tout court is embodied in its name: “Fresh” like freshly-baked bread, like newly-laid eggs or the day’s milk, like just-picked grapes. “Fresco di Masi” indicates the natural, intact nature of a genuine wine produced from organic grapes harvested during the coolest hours and immediately vinified, without drying, without being aged in wooden casks, only with the wild yeasts of the grapes, decanted and not filtered.
The line is produced in two labels: Fresco di Masi Rosso Verona igt, with its clear fragrance and pleasantly pure fruity notes, cherry first and foremost, revealing its Verona origin; Fresco di Masi Bianco Verona igt, with its delicate aroma of wild flowers and intense notes of white fruit that recall the sweetness of pineapple.
The choice of the packaging looks to the future. Each and every detail is studied in the utmost respect for the environment: the completely transparent, ultra light glass bottle, almost suggesting the sensation of holding the wine in the palm of the hand, the stopper created from cork agglomerated with a natural polymer, the fact of using no capsule, making it entirely plastic-free. The label stands out for the renewed palette of colours and unprecedented chromatic matches, a reinterpretation of the original design inspired by an eighteenth century etching that characterises Masi’s icon wines, like the Campofiorin and Costasera Amarone.