Masi targets Asian market with Lunar New Year Amarone release

The Snake Edition features a striking golden serpent coiled elegantly against a deep red background, symbolizing success and good fortune in Chinese tradition
Masi Agricola is strengthening its position in Asian travel retail with the launch of Nectar Costasera Lunar – Year of the Snake, a limited-edition Amarone Classico 2019 created for the 2025 Chinese New Year. The release marks the second consecutive collaboration between the Valpolicella-based producer and China Duty Free Group (CDFG), following last year’s Dragon edition.
The limited-edition wine, part of Masi’s travel retail exclusive Nectar collection, will be available in select duty-free locations across China, including Hainan, Beijing and Shanghai. The packaging features a stylized golden serpent against a red background, incorporating traditional Chinese New Year symbolism into the design.

Masi’s second collaboration with China Duty Free Group reflects its expanding travel retail strategy across Asia and the Middle East, as premium wine sales continue to grow in these regions
This launch reflects Masi’s broader strategy to expand its travel retail presence, particularly in Asia where the company has maintained a presence for over four decades. The Italian producer has been a regular participant at the TFWA Asia Pacific Exhibition & Conference in Singapore, where it showcases alongside other members of the Travel Retail Fine Wine Alliance, including Cono Sur, González Byass, Symington and Famille Perrin of Châteauneuf du Pape.
“Travel Retail has always been a cornerstone of Masi’s global strategy,” says Pier Giuseppe Torresani, Export and Travel Retail Sales Director at Masi. “In its second year, the launch of Nectar Costasera Lunar – Year of the Snake not only celebrates the Lunar New Year but also builds on the success of the previous edition. This release reaffirms our strong partnership with a key operator like CDFG and underscores the growing global appeal of Amarone. The Nectar Lunar series is a testament to our dedication to connecting the excellence of Italian winemaking with Chinese cultural traditions.”
Beyond its established partnerships with major duty-free retailers such as Lotte Duty Free, DFS and Heinemann, Masi has recently expanded its reach through new agreements with operators including Dubai Duty Free, Bahrain Duty Free, Laos Duty Free, the Philippines Duty Free and Delhi Duty Free.
Torresani sees significant potential in these emerging markets: “At Masi, we see great potential in the Duty-Free retail markets of the Middle East and Southeast Asia,” he says. “These regions are dynamic and we see a growing interest for Italian premium wines. Our recent continued expansion in these key locations demonstrates our commitment to meeting the needs of international travelers, offering them unique, high-quality products. By strengthening our partnerships with top duty-free operators and entering new markets, we ensure that Masi’s renowned Amarone and signature wines from our portfolio are accessible to an even wider global audience, connecting tradition with modern travel retail trends.”