Bosco Malera goes greener with new wine range launching at ProWein

Italian brand Casa Vinicola Bosco Malera is looking to develop its sustainability credentials with the creation of a new wine range, to launch at ProWein this month.

As we head further into spring, and the darling buds of May begin to bloom, Italian winery Casa Vinicola Bosco Malera has sustainability in mind.

The brand is getting ready for the launch of a new sustainable wine range, named Pra dei Dogi after the old rulers of Venice.

And what better place to launch it than at ProWein in Düsseldorf, the largest international trade show of the year?

“We’ve decided to launch our line at ProWein because it’s by far the best showcase for wines, and most of our contacts will be present there,” says managing director Paolo Lasagni.

“As it is a new line,” he explains, “we believe a ‘physical’ experience is fundamental, combining both a tasting and visual encounter.”

The range, part of a larger sustainability initiative being run by the brand, will include three varieties: a Prosecco Sparkling Brut; a Pinot Grigio Venezia DOC; and a Merlot Venezia DOC. Plans to expand the range in the future include the addition of another sparkling and a still rosè offering.

The launch of a sustainable range comes as part of an initiative being undertaken at group level; parent company and co-operative Vivo Cantine aims to achieve 100%-sustainable production in three years’ time.

The first harvest, that of 2021, already saw 65% of grapes being produced using sustainable methods.

“We truly believe that sustainable grapes will be the future of our industry, at least in our region,” Lasagni says.

As a company, Bosco Malera plans to become Viva certified – a broader sustainability certification – by next year. The new line is set to be SQNPI certified by Valoritalia, authorised by Mipaaf, the leading Italian firm in certification and controls for wines with Designation of Origin, Geographical Indication, and indications of the grape variety and vintage.

Bosco Malera’s plans to improve sustainability measures do not stop there.

“We are aiming to reduce CO2 emissions as much as possible, with a long-term goal of achieving carbon neutrality,” Lasagni explains.

Within the next few years, at group level the company plans to increase its instalment of solar panels to reduce the use of traditional energies, taking sustainability into account in all areas of the winemaking process.

One challenge all wineries and brands face when working towards sustainability goals is how to communicate this to consumers.

The design of the back labels of the new range will incorporate the SQNPI logo, in the shape of a bee. The brand is also in the process of developing a section of its website entirely dedicated to sustainability credentials and goals, keeping consumers engaged and informed about the company’s various ongoing improvements.

This engagement, Lasagni hopes, will span drinkers of all generations. While “younger consumers usually pay more attention to sustainability”, the brand is keen to reach out to global markets where green issues are a key concern for all customers, no matter their age.