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Masi reveals new lightweight bottle

In partnership with designer Piero Lissoni, famous family-run Valpolicella producer Masi has unveiled the new bottle for its Fresco di Masi range.

The new design, dubbed the ‘Masi Bottle’, weighs below 400 grams: 33% less than the average wine bottle, meaning lower use of raw materials and lower emissions from transporting it.

However, while lighter, it is still sturdy enough, as Lissoni explained: “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.”

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 emphasises the sound, the characteristic ‘glug’ during pouring”.

“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 focussed not only on seeking the very essence of the wine but also the essential nature of its bottle,” added Boscaini.

The Fresco di Masi range, which will be bottled in this new packaging, is Masi’s modern, unfiltered, lower-alcohol, non-appassimento wine selection, including a white made from Garganega, Chardonnay and Pinot Grigio, and a red blend of Corvina and Merlot.

Related reading:

Masi 250: a vision for the future of Valpolicella

Masi 250: seven decades of Amarone Classico

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