Allegrini 2018

“Private label” wine shops: between wine bars, stores and restaurants, more and more wineries invest in them

Aims: to monitor the markets and have direct contact with consumers. And Masi Agricola, after Cortina and Zurich, heads for Munich
The Masi Wine Bar in Zurich

From the “Cantinette Antinori” to the “Spazio Bollicine di Ferrari”, from the wine shops signed by brands such as Zonin and Gruppo Italiano Vini (Giv) to the “Wine Bar of Frescobaldi”, passing through realities such as Santa Margherita and Bottega, or consortium experiences such as those of Prosecco Doc, Franciacorta or Chianti Classico, among others, there are more and more wineries that, in order to affirm their brand even more, and to defend themselves on the markets, rely on wine shops owned or with their own brand, in stations and airports in Italy and around the world, but not only.

Masi Agricola, one of the leading companies in Valpolicella and Amarone, has also decided to go down this path, but not only that, after Cortina d'Ampezzo, Zurich and Tupungato, in Argentina, it is preparing to open (in spring 2020) a new “Masi Wine Bar” in one of the “capitals of Europe”, i.e. Munich, on the Maximilianestrasse luxury route (in partnership with D&F Marketing GmbH, which operates in the field of high-end catering services on board the aircraft of leading international companies). On the other hand, the direct contact with the consumer is an increasingly important asset for the wineries of the Belpaese, which increasingly focus on offers that go beyond tastings and visits to the cellar, now a constant, but increasingly experiential, as evidenced by the birth of many sensory museums and dissemination of wine culture, as well as the history of the company, as, among others, just the Masi Wine Discovery Museum created within Tenuta Canova, on Lake Garda.

“The opening in the very central Maximilianstrasse represents a diversity in the Masi Wine Experience “necklace” - underlines Federico Girotto, Masi managing director - the Masi Wine Bar will enjoy an ultra-premium urban positioning in the realm of the best shopping, which will enrich our brand with further meanings, strengthening its lifestyle dimension and bringing Italian wine to the Olympus of the great international maisons”.
“This further initiative of the Masi Wine Experience - adds Raffaele Boscaini, Masi's marketing director - will allow us to activate an increasingly direct contact with consumers not only from Germany, since the visibility and attractiveness of Maximilianstrasse interest a truly international audience. We will create a real brand house, an “open door” environment and fully integrated with the surrounding urban context, accessible thanks to the warm hospitality of our sites”.

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