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Masi targets millennials with sustainable organic wines

15 September 2021 By Jessica Mason

Italian wine producer, Masi Estates, has released a line of 100% sustainably-packaged organic wines made to appeal to millennial consumers.

The range of wines, named Fresco di Masi, consist of an organic red blend and organic white blend made with local and international grape varieties from the Verona IGT. The wines are low in alcohol content at 11.5% and 12% abv and are described as “uncomplicatedly fresh, fruity and light in body”.

Fresco di Masi has been packaged in 415g lightweight Bordelaise bottles made with transparent flint glass which is 30% lighter than traditional Bordelaise bottles and sports an Origine by Diam cork closure with no foil or plastic capsule.

“Masi is known the world over for its Amarone production and its constant innovation, so with Fresco di Masi, we wanted to set a new benchmark for the Veneto wines of tomorrow and create wines made with the simplicity of former times, but to today’s high-quality standards. By championing authenticity and sustainability, stripping back the processes and minimising our intervention, we have created a wine for our times, with all the taste and excellence that consumers expect from Masi,” said Giacomo Boscaini, export manager at Masi Agricola.

The new line is part of a wider commitment by Masi to prioritise sustainability, encourage biodiversity in vineyards and eschew herbicides and chemical pesticides as well as supporting projects for recycling and reworking waste materials.

The family has outlined plans to run its production facilities as efficiently as possible, with 15% of energy needs provided by solar panels and has become dedicated to basing its own activities on social, ethical and environmental values.

The Fresco di Masi range will be available in the UK via Berkmann Wine Cellars.

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