Agricola Masi has recently presented ‘The Taste of Time’, a documentary directed by film maker Andrea Segre to tell the story of one of the oldest and most interesting Italian wines: Amarone.

Today, Masi is an international company, exporting its wines to 97 countries worldwide. Masi wines are distributed mainly to restaurants, hotels, specialist wine shops and wine-bars; 91 per cent of total production is exported, mainly to Europe and North America.

The film digs deep into life: vines tended by large, knowledgeable hands, farmers working carefully and intently, the harvest, walled cities and their histories, grapes in ‘Appassimento’, grape crushing; a lyrical atmosphere evoking the passion and the tradition of winemaking that is handed-down from generation to generation.

Appassimento Masi

Appassimento Masi

Masi Agricola is a leading Amarone wine producer from the Veneto region, Northern Italy. It uses indigenous grapes and traditional methods to make its worldwide renowned wines. Masi is acknowledged throughout the world for its expertise in the technique of Appassimento (where the grapes are dried on bamboo racks for extended periods of time in order to concentrate the aromas and flavours of the wine). It uses this technique to make its five Amarone wine labels, which represent the most comprehensive range of its kind on offer on the international market, the same technique is also used to make other hallmark wines such as Campofiorin which in 2015 will celebrate its fiftieth birthday.

The history of Masi Agricola is the history of a family and its vineyards located on the hilly countryside around Verona. The company name comes from “Vaio dei Masi”, the small valley acquired by the Boscaini family at the end of the XVIII century, who still owns it to these days.
The estate grew through a series of acquisitions of vineyards in the Veneto region which are suited to grow the grapes required to make the renowned Masi wines.
Amongst these are the historic vineyards of the Valpolicella, owned by the Serego Alighieri dynasty (descendants of the poet Dante Alighieri).
Masi also works in partnership with wineries in Tuscany, Argentina and with the historic estate of Conti Bossi Fedrigotti in Rovereto (Northern Italy).


The History Of Amarone speed read:

– Masi is acknowledged for its expertise in the technique of Appassimento

– Masi exports its wines to 97 countries worldwide

– The Taste of Time’ is a documentary to tell the story of Amarone

roberto ceccarelli

roberto ceccarelli

Roberto is a business journalist with a focus on the food & wine sector. He worked freelance for many Italian newspapers and magazines such as Italia Oggi, Gdo Week, Il Resto del Carlino.
roberto ceccarelli