The “Masi Bottle” is here

Less weight, more quality and design: this is the formula of the project developed in collaboration with Piero Lissoni and Verallia.

The ‘Masi Bottle’ has been unveiled as the result of the collaboration between the long-standing vine-growing and wine-making company of Valpolicella, Piero Lissoni, the famous international architect and designer, and Verallia, key point of reference worldwide for the design and supply of glass containers.

The innovative project is based on an ethic production that pursues sustainability: creating a light bottle to generate a “virtuous circle”; reducing the quantity of glass in fact means reducing the raw materials necessary for production and reducing the quantity of energy necessary during manufacture, transport and movement. The Masi Bottle weighs 33% less than the average wine bottle of a similar position. The choice of lightness has gone hand-in-hand with aesthetics and design, with the form of the container also shaping the contents. All this in the pursuit of top quality and maximum efficiency, to obtain a slim, elegant, yet strong bottle.

Masi Marketing Director Raffaele Boscaini commented: “I am enthusiastic and proud to have reached this milestone and have our own, identifying bottle. Masi always looks to approach its business with a very strong identity and what could express this in a more unique manner than the bottle that gives shape to our wine? The form, moreover, also influences the “wine’s voice”: the accentuated neck of the Masi bottle emphasizes the sound, the characteristic “glug” during pouring”.

Piero Lissoni, Architect and Designer, explains: “With this project, we have chosen to convey our great respect for wine and give shape to the beauty of a container that holds one of the world’s most precious liquids. The “Masi Bottle” has been created around two elements: lightness and strength. To design it, we asked ourselves if it would be possible to reduce the quantity of glass, so as to make it more efficient, thin and delicate, without losing its strength. Thanks to its design, we have managed to save a few hundred grams of glass: this effectively reduces the quantity of energy needed to manufacture it, as well as to transport it”.

Diego Dallatorre, Sales and Marketing Manager of Verallia Italia, added: “For Verallia, it was a great honor to help develop Masi’s first very own personalized bottle. We adhered to the project right away, due to its very innovative characteristics and because it is in line with our aims to lighten the glass, with a view to optimizing the sustainability of the containers we produce. In addition to strengthening the thirty years of collaboration we have enjoyed to date with Masi, it was a real challenge, because before today, no such glass bottle, so light in weight, actually existed”.

The new container, in which everything superfluous has been eliminated to reach the purest essence, has been chosen to “give shape” to Fresco di Masi, a range of organic wines also produced “by subtraction”, minimizing man’s intervention on nature, using grapes harvested during the coolest hours of the day and vinified immediately, without appassimento, without passing through wood, only with the wild yeasts of the grapes, decanted and not filtered.

Fairly raw, unprocessed wines ensued with moderate alcohol contents, characterized by an immediate flavor of fresh fruit.

Masi Marketing Director Raffaele Boscaini explains: “We have chosen to use our new identifying bottle initially for a product that is a real emblem of sustainability: Fresco di Masi; our research focused not only on seeking the very essence of the wine but also the essential nature of its bottle”.

The Fresco di Masi packaging is 100% sustainable: the light, transparent glass bottle, which yields a sensation of almost holding the wine in the palm of the hand, coupled with the recycled paper label, the natural cork stopper and the recyclable capsule.

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 Vinitaly in Verona (2-5 April).

THE MASI BOTTLE VIDEO CAN BE WATCHED ON https://youtu.be/vFGm64jtcms

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