XXXIII MASI SEMINAR

The Campofiorin Phenomenon, spanning history and innovation.
On tasting: five decades of an iconic international wine.

On Monday 3 April, the Masi Technical Group held the XXXIII Masi Seminar at the 55^th edition of Vinitaly. The theme was "The Campofiorin Phenomenon". The masterclass allowed a selected audience of trade and press experts to retrace Campofiorin's history and analyse its global success, also thanks to a tasting of no fewer than five decades of its vintages, including the latest 2020, which has been updated in terms of packaging and content.

The protagonists of the round table discussion were Sandro Boscaini - President of Masi Agricola; Sarah Heller - Master of Wine; Konstantin Baum - Master of Wine; Andrea dal Cin - Head of Oenology for the Masi Technical Group; and Raffaele Boscaini - representative of the family's seventh generation and coordinator of the Masi Technical Group.
"What is the secret behind the success of Campofiorin? Certainly its innovative production technique, inspired by the process for making Amarone, has played a fundamental role, as has the skilful vinification of the native Valpolicella grapes used, with their distinctive aromas of cherries preserved in spirit, berry fruit and spices. But the success of a great wine cannot be explained by technique alone. This year's Masi Seminar at Vinitaly talked about the Campofiorin phenomenon from a different point of view to the usual: not technical in the strict sense, but through the tools that marketing and the sociology of consumption make available to us,"explained Raffaele Boscaini.

The viewpoints of the Masters of Wine were fascinating. Their international experience has bracketed Campofiorin into that category of global icon-products that, regardless of financial worth and through a series of complex alchemies, have become great classics that are loved the world over.

"Because of its deep rootedness in tradition and long production cycles, the wine industry has an underlying conservatism that can make it resistant to innovation," commented Sarah Heller, Master of Wine. "But the development of Campofiorin in 1964 is an excellent example of how successful innovation can be in our industry. A pioneering approach was used that nevertheless was founded on regional traditions that predate the Romans. However, beyond the technical achievement, what is really striking is the ability that the Boscaini family and the Masi team have demonstrated in the clear communication of this hybrid of old and new - which can also be seen in the packaging - and in the construction of a globally successful brand."

"Over the millennia, Italian cuisine has developed with and around the wines the country produces to the point of becoming an essential part of everyday life," added Konstantin Baum, Master of Wine. "From its very first vintage, Campofiorin has shown its worth in its pairing with food, from the high-end gastronomic experience to the simple snack. For me, the best food and wine matches should not be complicated. This versatility is one of the reasons for Campofiorin's success - it succeeds in making the good things in life even better."

There was also an interesting video contribution from Martin Moodie, founder and president of 'The Moodie Davitt Report', a benchmark publication for the travel retail industry. Moodie is a writer and publisher from New Zealand who has spent most of the last 35 years in the air or in airports. He commented: "It is a pleasure for me to talk about Campofiorin, a wine that marked a turning point in the wine industry and to a certain extent also in duty free, being one of the first Italian wines present in the channel as early as the 1980s. The Moodie Report has identified a list of iconic products, each in their own category, that are a must-have in an ideal duty-free shopper's shopping basket, among which are: Lindt for chocolate, Chanel No. 5 for perfumery, Ray-Ban for eyewear, Mont Blanc for writing instruments, Johnny Walker for Spirits, and for wine... obviously Campofiorin!"

Andrea Dal Cin, Director of Oenology at Masi, who for more than the last two decades has had the great responsibility of ensuring that Campofiorin always remains true to itself, but at the same time keeps up to date with contemporary international taste, chose the five decades of wines for vertical tasting. "For the seminar, we chose 5-star vintages, that is to say, extraordinary vintages from a climatic point of view in the vegetative phase and also in the delicate period of Appassimento. Throughout five decades, Campofiorin has always stood out for its subtle quality, faithfully reflecting Valpolicella terroir."

Dal Cin led the audience through a tasting of the following wines:

- MASI CAMPOFIORIN ROSSO VERONA IGT 1985

- MASI CAMPOFIORIN ROSSO VERONA IGT 1995

- MASI CAMPOFIORIN ROSSO VERONA IGT 2007

- MASI CAMPOFIORIN ROSSO VERONA IGT 2014

- MASI CAMPOFIORIN ROSSO VERONA IGT 2020

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