How do you see the overall market and demand for premium Italian wine in your key markets?
Premium Italian wines have gained a good reputation and a stable presence in all major markets. That said, they are affected by current issues like any other premium or non-premium wine, as well as by the inevitable trends that favour white wines and sparkling wines. Let’s not forget that the most renowned premium Italian wines are predominantly red wines, produced in almost all regions, though there are high-quality white wines and sparkling wines from some areas.
Which brands and estates are performing the best and why do you think that is?
Sandro Boscaini is pleased to see how well its various styles of sparkling wines are performing as well as traditional and historic red wines
In line with the first answer, our sparkling wines are performing well in general, especially those made with the classic method, particularly Bossi Fedrigotti in Trentino and Moxxé del Re from our vineyards in Oltrepò Pavese. We are especially pleased with the distribution of all Canevel products, the true chateaux of Valdobbiadene DOCG. The Pinot Grigio Masianco also holds up well.
What specific activity do you have planned for the UK in 2024?
We are very happy with the collaboration between the Canevel Spumanti brand and Pasta Evangelists, which aims to pair pasta and Prosecco during their educational activities. We continue to support young sommeliers through a project developed with the Sommelier Edit association, focusing on Valpolicella Classica and its wines.
You are also looking to raise the profile of Cantina Privata Boscaini - can you tell us more about the wines and what you are looking to do?
Cantina Privata Boscaini is an opportunity for Masi to shine the light of some of the historic crus of Valpolicella Classica
Cantina Privata Boscaini includes some of the historic crus of Valpolicella Classica: Campolongo, Mazzano, Osar, and Mezzanella, as well as a complete series of precious old vintages.
These wines, due to their territorial representation, should be included in the great wine lists in the UK. Moreover, these products originated from the first application of the single vineyard concept in Italy back in the 1950s.
What do you see as the biggest opportunities still for premium Italian wines and your range?
Masi's six Amarones, as well as other premium wines from the Serego Alighieri and Bossi Fedrigotti estates, have further positioning opportunities due to the distinctiveness of the products and the high reputation of the estates.
What are the biggest challenges and how are you looking to tackle them?
Sandro Boscaini says it needs to concentrate on making fresher wines to appeal to a younger premium wine drinker
Many of our wines come from dried grapes and find their identity in this method, resulting in well-structured wines. In general, today’s consumers tend to favour more easy-drinking and less opulent wines. Therefore, we need to focus more on premium wines from fresh grapes, which are abundantly offered by our territory.
Is there a balance to get right between being seen as a traditional, historic producer but one that is still capable of innovating and being relevant to new customers and buyers?
This balance between being a traditional and innovative winery has always been our strength, and it is even more so today. We maintain historic wines for loyal customers and offer young and new-concept wines such as our organic Fresco di Masi (white and red) and the new Rosa dei Masi.
You have been a long-standing innovator with single estate wines - how do you think the cru concept is now regarded in Italy and what are you doing to elevate those estates’ position in the market?
Unfortunately, Italy does not have an official classification of top-tier vineyards, although recently, the wiser Consortia are conducting more in-depth analyses and demarcations. The choices of the most qualified brands, the historicity of their single vineyards, and their appreciation in the markets remain valuable assets.
How do you see the UK market specifically for premium Italian wines - where are the opportunities? How are you working with customers to exploit those opportunities?
The UK market is known for its ability to select and consolidate the reputation of premium wines, and it does so for Italian wines as well. Insisting on the correct positioning in terms of price and channels and leveraging the support of the "hospitality school" of many Italians in the UK, promotes excellent visibility for our wines.
* If you want to find out more about Masi go to its website here.
