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Amarone Costasera Lunar for the Chinese New Year

The Verona-based cellars unveil Costasera Lunar “New Year of the Rabbit” in homage to Chinese tradition.
Available on the Asian markets and online.

2023 marks the entry into the Year of the Rabbit according to the Chinese lunar calendar and to celebrate the occasion, Masi has unveiled the brand new label Costasera Lunar “New Year of the Rabbit”, a limited edition of the Amarone della Valpolicella Classico Costasera docg, vintage 2017. In recent years, the Chinese New Year has taken on an increasingly leading role in the commercial strategies of a great many national and international luxury brands: Masi too has chosen to honour the event with an iconic product to represent its bond with the oriental culture.

Many years ago, Masi was the first Amarone producer to launch on the Chinese market with its wines, starting with its most iconic products, including Costasera and Campofiorin. “With this limited edition, we have chosen to emphasise our focus on the Asian markets, where we enjoy a solid position also thanks to the distribution partners - if we are talking specifically about China - with ASC Fine Wines, which represents some of the most important international brands. In recent years, we have strengthened the omnichannel approach as a strategic development lever for the Chinese market too, flanking distribution in the Horeca channel with a more qualified travel retail growth, at the same time also enhancing our communication, digital in particular, with the consumer” - Federico Girotto, Masi’s CEO, comments. “And our latest quarterly results show significant growth in revenues in Asia”.

The prestige and complexity of the Amarone are well represented by the design chosen for the Costasera Lunar “New Year of the Rabbit” label: a contemporary interpretation that shows a stylised rabbit, masterfully framed by the traditional graphics of the Amarone, here in red, synonymous of good luck in Chinese tradition.

The limited edition will be present on the Asian market, in the locations of the Masi Wine Experience and in the online store Enoteca Masi.


Fondazione MasiMasi Investor Club