MONO BRANDS: "MASI WINE BAR" OPENS IN ZURICH. IT IS “A NEW ROAD, MADE OF EMOTIONS AND EXPERIENCES”, SAID RAFFAELE BOSCAINI. IN THE COMPANY OF NAMES SUCH AS ANTINORI, FRESCOBALDI, FERRARI, ZONIN, CHIANTI…

On the markets in Italy and the world the watchword seems to be "mono brand". Some of the most important brands of Italian wine brands have taken this road, which has given rise to brand owned stores or exclusive areas in restaurants and trendy wine bars.

There are the "Antinori wine cellars", the flagship stores that have become the ambassador of the family brand of Tuscan wine from Florence to Zurich, Moscow and Vienna; the "Frescobaldi Wine Bars" in Florence, Rome and London, etc., that are synonymous of food and wine; the "Ferrari Space Bubbles", the famous brand from Trento at the Fiumicino airport in Rome (but also in Porto Cervo and Madonna di Campiglio) and Zonin, in partnership with Autogrill, also at the Rome airport, a format ready to open with the Cremonini group in other locations, and the first wine brand of a consortium recently opened by the Chianti Classico Consortium in the San Lorenzo market in Florence, just to mention some of the most famous brands.

And now another big name in Italian wine has decided to travel the same road. The first "Masi Wine Bar", the pilot project with which Agricola Masi, Amarone in the world, will reinterpret their own business and strengthen the direct relationship with the consumers.
The "Masi Wine Experience" will kick off in Zurich, in an environment that recalls the art and history of Venice, where the "Masi Wine Bar" will be a meeting place where wine and food come together in a unique experience.

"This is the concept”, Raffaele Boscaini, seventh generation leading Masi, explained to WineNews, “behind this new activity. We have not just given our brand name to a restaurant; we have given our soul, made of the same values that have inspired us for more than two centuries in the production of our wines. We want to open up a new road, made precisely of all the experience, emotions and activities that surround the wine, therefore giving new meaning to the Masi brand. We believe this concept is ideal for mature markets, so the next countries where we could open are Canada and Sweden”.

The new Masi venue is not just a wine bar, but also a restaurant. It has seating for 120 and a menu both seasonal and international, ranging from the typical dishes of the Veneto as well as spicy dishes, inspired by the days when Venice was a bridge between the East and the West, and transported the precious cargo of spices. Of course, paired to the food, the full list of Masi wines from Valpolicella Classico to Bonacosta to the Argentine Passo Doble.