MASI: Bringing the Tradition and Innovation of Amarone to the World
MASI was established in 1772 in Valpolicella, Veneto. The winery's name originates from its founding location, "Vaio dei Masi" (the small valley of Masi).
For over 200 years, the Boscaini family has carried on its legacy. Today, the history and philosophy are being passed down to future generations, primarily through the 6th-generation owner Sandro Boscaini, and the 7th-generation Raffaele and Alessandra.
MASI is renowned as one of the producers owning the finest vineyards in Valpolicella Classica, the birthplace of Amarone. Beyond being a prestigious winery, MASI has earned a global reputation as a "specialist in Appassimento."
The Boscaini Family's History of Innovation
In 1772, Giovbatta Boscaini acquired the "Vaio dei Masi" vineyard in Torbe village and began cultivating grapes and producing wine. Subsequently, the family expanded its operations to Gargagnago di Marano, developing new vineyards and establishing a winery.
In the mid-19th century, the 4th-generation Giuseppe Boscaini took over, demonstrating not only expertise in viticulture and winemaking but also exceptional business acumen. He solidified MASI's reputation in Valpolicella.
A significant innovation emerged in the 1960s, during the era of the 5th-generation Guido Boscaini: the birth of "Campofiorin" using the "Ripasso" technique. This groundbreaking method of re-fermenting fresh wine with Amarone pomace later became one of Valpolicella's signature winemaking techniques.
Furthermore, in the 1970s and 80s, the "MASI Technical Group (MTG)" was established, bringing together experts in viticulture, winemaking, and marketing. By actively incorporating scientific research and innovation, rather than merely preserving tradition, MASI expanded its reach into the global market.
From left: Raffaele, Sandro, Alessandra
"Mr. Amarone" Sandro Boscaini
The 6th-generation owner, Sandro Boscaini, is globally known as "Mr. Amarone" for his achievements. He is one of the key figures who elevated Amarone to a global wine category, transforming MASI into a leading brand in the Italian wine industry.
Sandro's philosophy is clear: "to evolve tradition for the future."
He has passionately dedicated himself to elevating the Appassimento method, a technique dating back to ancient Roman times, from a mere traditional practice to a sophisticated modern wine. Today, with the 7th-generation Raffaele and Alessandra, along with younger generations, MASI continues to build its new history, balancing family values with innovative spirit.
Appassimento: MASI's Core Philosophy
Central to MASI's identity is "Appassimento," the traditional winemaking technique of Veneto.
This traditional method involves long-term drying of harvested grapes on bamboo racks, allowing them to lose moisture and thereby concentrating their sugar, aroma, tannins, and umami.
Carefully selected grapes are expertly arranged on drying racks and slowly dried over the long winter months. This drying process reduces the grape's weight by 30-40%, further enhancing the complexity of their aroma and flavor.
MASI also integrates tradition with cutting-edge technology, such as the "NASA System (Natural Appassimento Support System)," which replicates natural drying conditions. Today, MASI wines produced using the Appassimento technique bear a golden logo on their back label, attesting to their quality and authenticity.
In 2014, MASI released the world's first sparkling wine made from Appassimento white grapes, opening up new possibilities for Veneto's traditional techniques.
In recent years, MASI has also actively pursued initiatives aligned with contemporary values, such as obtaining vegan-friendly certification and releasing natural wines. MASI is not only a "producer upholding tradition" but also a "winery pioneering the future."
Valpolicella's Only Winery with Five Types of Amarone
MASI, known as an Amarone expert, is the only winery in the Valpolicella region to produce five types of Amarone. Among them, the three crus—"Mazzano," "Campolongo di Torbe," and "Vaio Armaron"—are emblematic of MASI.
Each vineyard possesses distinct soil, altitude, and microclimates, and even the conditions of the adjacent drying sheds for each vineyard significantly influence the wine's character.
MASI's philosophy is not merely to create rich wines, but to "express the individuality of the land through Appassimento."
MASI GREEN – Respect for the Environment
