In a book published by Bocconi University Press, Sandro Boscaini recalls the story of the Italian company recognized all over the world for his premium wines from the Venetation territory, in a journey between history, passion and entrepreneurial strategy
"The story I’m about to tell began with an encounter, when one of my forebears first came across a particular spot in what we now know as the Valpolicella Classica growing area. This ancestor was effectively the progenitor of my branch of the Boscaini family, and the stretch of land that particularly impressed him proved to be so well suited for grape growing that in time it has gained worldwide acclaim for the wines produced there."
These are the first words with which Sandro Boscaini, president of Masi Agricola, addresses readers and wine lovers from all over the world, inviting them to follow him in a 250-year-long journey. That is the story told in "Amarone and Beyond”, the book published by Bocconi University Press in which Mr. Boscaini recalls the history of the family business Masi Agricola, the Italian company recognized all over the world for his premium wines from the Venetian territory.
Mr. Boscaini represents the sixth generation of a dynasty deeply rooted in the Valpolicella that has turned its love of the land and passion for Amarone, the legendary wine produced there, into the driving force behind a company and a brand that have acquired worldwide standing. The book is his account of a family enterprise dating back to 1772, the year of the first harvest. It is a tale that covers two and a half centuries of winemaking tradition and innovation, told against the backdrop of historical events and interwoven with personal anecdotes and intriguing narrative regarding the family, its alliances, vineyards, cellars and vision for the future.
While the first part is largely chronological, the second focuses more on management and company organization, describing how and why particular business strategies came into being and the goals achieved to date.
“I believe”, Boscaini comments, “that a real understanding of our terroir and culture, our vineyards and winemaking expertise, our passion and entrepreneurial skill, our approach to business and sustainability, calls for a form of portrayal that includes plenty of background: not only the sitter, but also the setting, both local and national, within specific timeframes”.
Even if nowadays it seems that sustainability is little more than a buzzword, its true meaning still represents a fundamental value for a business, helping it to endure over time and generate a concrete, long-term impact on the world around it. “Without economic sustainability”, Boscaini continues, “there would have been no healthy company development, without social sustainability it would have been impossible to create and shape the human relationships essential to production and distribution, and without environmental sustainability, love of the land and passion for the vineyard the very sources of our prosperity would have been destroyed. Today sustainability has become a catchword, often overworked and misunderstood. But for those who truly practice it the term constitutes a value, a guideline that transcends mere marketing. This is the case for Masi and the Boscaini family, who have always lived in step with nature. In moments of growth and in difficult times alike, we have always striven to ensure that every action makes sense, in line with our effective possibilities”.