Masi reveals new-look Modello brand

Italian wine producer Masi has unveiled a new design for Modello, positioning it as an autonomous brand made up of four different wines.

Masi’s new-look Modello brand (Photo: Masi)

Modello now comprises an up-dated range of four wines made from native Venetian grapes: Venezie Bianco, Pinot Grigio, Venezie Rosso, Refosco and Merlot.

Raffaele Boscaini, Masi’s marketing director, said the decision to detach Modello from the Masi umbrella is “in order to meet the challenge of competition in the various markets by strategic segmentation of our product range, so that we can compete successfully in all sectors.”

The decision was announced at a gathering of Masi’s leading distributors from its key markets in Venice.

Top-level managers from partners in Norway, Finland, Germany, the UK, Ireland, Austria, the US, Canada and Russia were present for a series of workshops and to be introduced to the new concept for Modello.

“We chose Venice as the location for our launch because the city represents the essence of ‘Modello’ – a wine that is modern and friendly, and which leads the consumer on an unforgettable trip to discover the conviviality and authenticity of our land with every sip,” Boscaini said.