Masi toasts the Chinese New Year with a limited edition of Amarone Costasera

Available in Asian market and online.

With 2023 we entered the Year of the Rabbit for the Chinese lunar calendar and for the occasion Masi presented the brand new Costasera Lunar "New Year of the Rabbit" label , a limited edition of Amarone della Valpolicella Classico Costasera docg , vintage 2017 . In recent years, the Chinese New Year has increasingly become the protagonist of the commercial strategies of many national and international luxury brands : Masi has also chosen to honor the anniversary with an iconic product to represent its link with oriental culture.

Many years ago Masi was the first Amarone producer to land on the Chinese market with its own wines, starting with its most iconic references, including Costasera and Campofiorin.

"With this limited edition we wanted to underline our focus on the Asian markets, where we have a solid position, also thanks to the distribution partnership - if we refer specifically to China - with ASC Fine Wines, which represents some of the most important international brands. In recent years we have strengthened omnichannel as a strategic lever for development also in the Chinese market, adding to the Horeca distribution an expansion in the more qualified travel retail, at the same time enhancing communication, especially digital, towards the consumer" - comments Federico Girotto , Chief Executive Officer of Masi . " And our recent quarterly results show significant revenue growth trends in Asia."

Masi has also been able to be at the forefront of the Asian market in terms of communication, inaugurating a company profile on WeChat in 2019, the most widespread e-commerce and social network platform in Asia, with over one billion active users. A marketing and brand positioning strategy that the winery has continued to develop, also landing on Little Red Book in recent months, a platform considered "the Chinese answer to Instagram" for its contents in terms of image and lifestyle, which allows you to interact with Chinese wine-lovers and increase the Masi Wine Community .

"Costasera Lunar 'New Year of the Rabbit' is Masi's homage to one of the main traditions and holidays of East Asia, which has now reached worldwide resonance" comments Marco Zauli, Masi's Asia Pacific Export Manager . "We chose Costasera to honor this anniversary, because it is one of the most loved and recognized wines in Asia and Masi's 'flagship Amarone' on international markets: this new look represents a valuable cultural exchange".

The prestige and complexity of Amarone are well represented by the design chosen for the Costasera Lunar "New Year of the Rabbit" label: a contemporary interpretation that features a stylized rabbit majestically framed by the traditional graphics of Amarone, in this particular circumstance of red color, synonymous with good luck in the Chinese tradition.

The limited edition will be present on the Asian market, in the locations of the Masi Wine Experience and on the Enoteca Masi online shop www.enotecamasi.it/it/eur/it .