Wine, history and multi-sensorial excitement on the tour
Transforming the story of wine into an exciting, multi-sensorial experience for the visitor through a narrative journey that makes the history of a brand into a model for the millennial culture of winemaking in Italy. This is the “Masi Wine Discovery Museum”, the new exhibition space totally dedicated to the discovery of wine. The location is Tenuta Canova, belonging to the Boscaini family, ambassadors for iconic Amarone wines in more than 120 countries of the world. The display rooms in the “Masi Wine Discovery Museum” are divided into three narrative routes: from land to grapes, from grapes to wine and from wine to the table. Climate, terrain and grape varieties are the themes dealt with in descriptive panels and photographs, with satellite views of the territories where Masi has taken its winemaking skills: from Valpolicella to Lake Garda; from Trentino to Valdobbiadene (TV); and from Friuli to Toscana on to Argentina; complete with drone footage of the most important vineyards. Winemaking techniques are the subject of the second route, from grape to wine, with sections on the viticultural year, grape drying (appassimento) in the drying lofts, pressing, fermentation, and maturation in barrel and bottle. Subjects examined include Masi’s point of particular expertise, Appassimento, and thanks to an exciting time-lapse video, 40 seconds are enough to relate what happens in three months of Appassimento with the principal effects of the “working rest period” undergone by the grapes. The visitor then enters the most visually exciting part of the Museum: the great 50,000-litre vat (5m tall and 4.5m wide), where Masi wines used to go through the maturation process, for more than 15 years, and where now up to 15 people at a time are given a unique and involving sensory experience: 7 days of fermentation are related in 3 minutes, complete with images, aromas and sound, all recorded live. The route then goes through the process of long maturation in special wood barrels, bottling and packaging. Large blow-ups of the most representative Masi wines, the company’s brand ambassadors, are on display. Towards the end of the tour there’s a stop in the front room of “casa Boscaini” to discover the history of the family, from its origins in 1772 to today. Photographs and awards abound, while an old-fashioned TV set shows pictures of “Masi friends”: a selection of pictures of the many people from many countries who are particularly close to the brand. Before saying good-bye, there’s a section of wine and food pairing, with some recipe suggestions taken from the collection assembled to celebrate the 50th birthday of Campofiorin. This concludes the Masi Wine Experience at Tenuta Canova.
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