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THE TRADITION OF FINE ITALIAN WINE AT MASI AGRICOLA
In the heart of Valpolicella, in the Veneto region, where the gentle hills enchant the eye, while the intense scent of the vineyards of Amarone seeps ever more intense through the air, the Boscaini family relaunches family traditions with roots deep in past that taste of fine wine and simplicity. This is what makes Masi Agricola a much appreciated company, especially abroad.
We have asked Raffaele Boscaini, the company's marketing director, what is the secret to growth without losing the "identity" and which are the markets where, in the future, the company still has room to conquer new market shares.
Mr Boscaini, what are your key strengths?
The main one is undoubtedly that we are a family business, well-rooted in the region. The development of expertise in the grape drying technique was essential to the achievement of significant results (in 2012 a turnover of 70 million), which has enabled us to become a leader in the production of Amarone, as well as to differentiate our business by offering other products. Last but not least, in terms of internal organisation, it has been very useful to have chosen not to rely on one enologist for the production of wine, but rather on a team, the Masi Technical Group, which is pursuing the company's values.
You are present in 90 countries around the world: could you tell us which ones are you are more "rooted" in?
Our presence is widespread on a worldwide level (in fact, exports account for 92% of our turnover), but I would say that the countries where our presence is strongest are Canada and Northern European countries.
What is your goal for the future?
I would say without doubt that the key objective is to have a greater impact on the Italian market, where it is not easy to emerge at this moment but we have to try, as well as try to improve our position in the United States, that, contrary to what one might believe, represent our fourth or fifth market. I believe we will succeed, as we have chosen a specialist importer operating in the restaurant business which matches our requirements.
What do you think of the opportunities offered by the so-called emerging markets, such as China?
We are of course very interested in the Chinese market, but personally, I would not invest a great deal in the future on this market. Let me explain why. I believe that the Chinese, similarly to us Europeans, not knowing our reality well, tend to use stereotypes. For them Italy is the symbol of lifestyle, they particularly appreciate fashion, while the word "wine" evokes France in their minds. Furthermore: the Chinese are planting many vineyards and it is estimated that they will become the largest wine producers by 2025, and I think that at that point we will start consuming their products.