The "Masi bottle" was unveiled, the result of the collaboration between the historic Valpolicella winery, Piero Lissoni , architect, designer and art director recognized as one of the masters of contemporary design, and Verallia , a company that is a global reference point in the design and supply of containers in glass.
The innovative project is based on a sustainable production ethic: creating a light bottle to generate a "virtuous circle"; decreasing the amount of glass in fact means reducing the raw material required for production and decreasing the amount of energy required in the processing, transport and handling phases. The "Masi bottle", specifically, weighs 33% less than the average of bottles of wines of similar positioning. The search for lightness has been accompanied by that of aesthetics and design, of the shape of the container that also shapes the content. All while pursuing maximum efficiency and quality, to obtain a thin and elegant bottle that is robust at the same time.
Raffaele Boscaini, Marketing Director of Masi , commented: "I am enthusiastic and proud to have reached this milestone, to have an identity bottle. Masi always proposes itself in its activities with its own strong identity and what more than the bottle that gives shape to our Can wine express a certain uniqueness? The shape also influences the 'voice of the wine': the accentuated neck of the Masi bottle emphasizes the sound, the characteristic 'gluglu' during pouring".
Piero Lissoni, Architect and Designer, explains: "With this project we wanted to represent our profound respect for wine and give shape to the beauty of a container that contains one of the most precious liquids in the world. The 'Masi bottle' was born around two elements: lightness and strength. To design it, we asked ourselves if it was possible to decrease the amount of glass, in order to make it more efficient, thin and delicate, without losing strength. Thanks to its design, we were able to save a few hundred grams of glass: this is equivalent to decreasing the amount of energy needed to work it, but also to transport it" .
Diego Dallatorre, Commercial and Marketing Director of Verallia Italia , added: "It was an honor for Verallia to contribute to the development of the first personalized 'Masi' bottle. We joined the project immediately due to its highly innovative characteristics and because it is in line with the our objectives of lightening the glass, with a view to optimizing the sustainability of the containers we produce.In addition to strengthening the thirty-year collaboration with Masi, it was a real challenge, because before today there had not been a glass bottle with these features and so light".
The new container, in which the superfluous has been eliminated to reach the purest essence, was chosen to "give shape" to Fresco di Masi, a line of organic wines also produced "by subtraction", minimizing the intervention of man over nature, from grapes harvested in the coolest hours and vinified immediately, without drying, without passage in wood, only with the wild grape yeasts, decanted and unfiltered. The result is lightly processed and moderately alcoholic wines, characterized by an immediate taste of fresh fruit.
Raffaele Boscaini, Marketing Director of Masi , explains: "We have chosen to use our new identity bottle primarily for a product that is emblematic of sustainability: Fresco di Masi; our research work has focused not only on the search for the essence of the wine , but also of the essentiality of its bottle".
The entire Fresco di Masi package is 100% sustainable: the light and transparent glass bottle, almost giving the sensation of holding the wine in the palm of your hand, the recycled paper label, the natural cork stopper, the capsule recyclable.
The new vintage of Fresco di Masi is already available on the Enoteca Masi online shop - www.enotecamasi.it/it/eur/it - and will be presented at the Prowein fair in Düsseldorf (19-21 March) and at Vinitaly in Verona (2-5 April).
"Bottiglia Masi" is a project supported by the Veneto Region through the "SustaIn4Food" program, which promotes the sustainability of the Veneto agri-food https://www.innoveneto.org/2023/02/sustain4food/. Masi is also a member of the Veneto Innovative Food Network - RIAV - which brings together businesses and public entities that develop innovative projects for the regional economy https://www.riav.it/chi-siamo / .
