Vinitaly, one of the most important European wine fairs, took place again in Verona/Italy at the beginning of April. More than 4000 exhibitors offered almost 150,000 visitors an overview of new trends, products and techniques. For the 27th time, an international packaging competition, the Vinitaly Design, was held. The award “Label of the Year 2023” went to Fresco di Masi Rosso Verona IGT 2022.
The Wine
But before we go into more detail about the special features of the bottle, we would like to take a brief look at its equally remarkable contents. Fresco di Masi is an uncomplicated wine from the Veneto region. A fresh and fruity wine with a low alcohol content is produced from Corvina and Merlot grapes. The cultivation is organic and vegan, and it is also extremely sustainable. It is excellent as an aperitif and with starters with cured meat and croutons, simple pasta, soups and stews.
The Bottle
In collaboration with the architect and designer Piero Lissoni and with Verallia, a renowned manufacturer of glass containers, the creation of a designer lightweight bottle was achieved. By reducing the amount of glass used, it was possible to convincingly emphasise the importance of sustainability in the entire process. While on the one hand energy and raw materials can be used more sparingly, on the other hand the weight can be reduced by 33 %. The lightness of the drinking pleasure is thus matched by an equally light and aesthetically pleasing packaging.
The Zeitgeist
In an ever changing world, wine is no exception. Today, it is more important than ever to take the changing spirit of the times into account. With Fresco di Masi Rosso Verona IGT 2022, Masi offers the market a product that takes this into account. Only natural yeasts are used, no additional maturation is carried out and interventions are omitted as far as possible. And the label of the year 2023 and the bottle are in harmony with this. The wine as a whole delivers a coherent, modern appearance and taste. The innovative project thus succeeds in omitting anything superfluous and concentrating on the essentials.
Raffaele Boscaini, Masi’s marketing director, explains: “We decided to use our new lightweight design bottle primarily for the product that stands for sustainability: Fresco di Masi. Our development work focuses not only on finding the essence of the wine, but also on finding the essence of the bottle.
