Interview: Sandro Boscaini reflects on a lifetime of Amarone and discusses Masi’s future

Introduction: Few have done more to elevate Italian wine on the global stage than Sandro Boscaini, Chairman of Masi Agricola and widely known as ‘Mister Amarone’. Honoured with the 2024 Lifetime Achievement Award by Wine Enthusiast, Boscaini’s career is a compelling narrative of tradition reimagined through innovation, and of a regional wine – Amarone – transformed into a symbol of Italian excellence.

In this interview, Boscaini reflects on the milestones that have shaped his journey: from modernising the ancient Appassimento method to reviving forgotten varietals and forging strategic partnerships with historic families such as Serego Alighieri and Bossi Fedrigotti. He discusses the technical mastery behind labels such as Vaio dei Masi and Cantina Privata Boscaini, and shares insights into the future of Amarone in a world increasingly driven by sustainability, storytelling and terroir expression.

As Masi prepares to open Monteleone21 – a landmark wine tourism hub in Valpolicella – Boscaini’s focus remains unwavering: to honour the land, inspire a new generation of wine lovers and ensure that Amarone continues to evolve while staying rooted in its soul.

Congratulations on receiving the 2024 Lifetime Achievement Award from Wine Enthusiast. Looking back, what are the pivotal moments in your career that brought you to this point?

Receiving the 2024 Lifetime Achievement Award from Wine Enthusiast is not just a personal accolade – it is a tribute to a journey shared with my family, our collaborators at Masi, and above all, with the land of Valpolicella that has defined my life and vision.

Looking back, several key milestones come to mind. In the 1970s, I made the conscious choice to modernise the Amarone style while remaining deeply rooted in the traditional Appassimento (grape-drying) technique – an act of innovation guided by heritage. Another pivotal moment was the rediscovery and revival of the Oseleta grape, an ancient Veronese varietal that we reintroduced into the blend of the Costasera Amarone Riserva, enhancing its structure and uniqueness.

I also believe that the partnerships forged along the way were instrumental in shaping our identity and expanding our horizons. Collaborating with the Serego Alighieri family – descendants of Dante Alighieri – in Valpolicella, and with Bossi Fedrigotti in Trentino, brought further historical depth and elegance to our wines. These partnerships allowed us to broaden our scope and bring Masi’s philosophy to new terroirs and expressions.

Above all, perhaps the most rewarding aspect has been witnessing Amarone’s rise on the international stage – from a niche regional wine to a globally recognised symbol of Italian excellence. Today, seeing Amarone mentioned alongside Barolo and Brunello is the realisation of a lifelong dream: that Valpolicella, too, holds its rightful place among the great wine regions of the world.

In your acceptance speech, you acknowledged your roots in Veneto and Valpolicella, and the role of Amarone. What has the growth of Amarone wine meant to you personally and professionally?

Amarone is in my DNA. To witness its transformation from a regional specialty into a globally respected icon has been profoundly fulfilling. Personally, it is a legacy; professionally, it has been a mission. I have always believed that Amarone, with its richness and elegance, deserved international appreciation.

Through the Masi Technical Group, we introduced innovations such as vineyard-designated crus and meticulous control of the Appassimento process, helping to define Amarone’s modern identity. My role has been to give Amarone a voice on the world stage while honouring the wisdom of our ancestors.

You’ve often been referred to as ‘Mister Amarone’. What does that title mean to you? How do you see Amarone’s evolution in the global wine landscape in the years to come?

Being called ‘Mister Amarone’ is a great responsibility. It speaks to decades of dedication to a wine that I believe captures the soul of Valpolicella.

Looking ahead, Amarone must continue to evolve – balancing authenticity with refinement and modernity. Sustainability, terroir expression and winemaking precision will shape its next chapter. As consumers seek authenticity and emotional connection, Amarone – with its story and depth – is uniquely poised to thrive.

What inspired the limited-edition Vaio dei Masi Amarone project, and what sets this wine apart from both a winemaking and storytelling perspective?

The Vajo dei Masi vineyard was selected to create a wine that could defy time – a tribute to our family’s 250-year journey. The vineyard itself is sacred to us; it is where our story began in 1772.

Speaking of the single-vineyard wine, the first release – vintage 1997 – marked our family’s 250th harvest; an outstanding year and a fitting way to celebrate such a meaningful milestone.

Thanks to an innovative preservation technique, where the wine was aged in wood for five years and then stored in stainless steel under nitrogen saturation until bottling, it has retained its freshness and vibrancy even after 25 years. The newly released 1999 vintage continues that story with a remarkable evolution.

Both Amarones truly defy time and speak of terroir, tradition and the ongoing pursuit of excellence that defines Masi.

With Vaio dei Masi, we offer wine lovers around the world not only a rare and refined wine, but a liquid narrative of passion, place and innovation.

Alongside Vajo dei Masi, Masi’s Cantina Privata Boscaini is another highlight in your Amarone portfolio. How do these wines reflect your family’s heritage?

Cantina Privata Boscaini is the heart of our family’s soul. For generations, we’ve set aside special vintages of Amarone to mark personal milestones – births, weddings, turning points. Over time, these bottles became not just keepsakes, but a treasury of the region’s history.

The collection includes our finest crus, like Mazzano and Campolongo di Torbe – each one a testimony to the distinct terroirs of Valpolicella. They are wines of memory, wines of identity.

Looking ahead, Masi is preparing to unveil Monteleone21, a new headquarters and immersive wine tourism hub in the heart of Valpolicella. Can you share your vision for this project?

Monteleone21 is our way of opening the Masi and Valpolicella doors to the world. It will be more than a headquarters: it is a cultural home for wine lovers, where visitors can experience the beauty of Valpolicella, our values and our wines all in one place.

It reflects our philosophy of transparency, hospitality and education. We want people not just to taste Amarone, but to understand the land, the history, and the passion behind every bottle.

How important is sustainability to Masi’s philosophy today, and how has that commitment shaped your recent investments?

Sustainability has always been implicit in our way of life – but today, we’ve made it even more explicit. With the launch of our Masi Green Governance initiative and our transition to a Benefit Company, we have integrated environmental, social and cultural responsibility into every decision we make.

From organic farming in Tuscany and Argentina to investments in energy efficiency, we are safeguarding our heritage for future generations.

Finally, after a lifetime dedicated to Amarone what legacy do you hope to leave for Masi, for Valpolicella, and for Italian wine as a whole?

I hope to be remembered as someone who deeply believed in the value of my land and in the natural, cultural, and wine and food richness it has to offer – treasures that set it apart from the rest of the world.

For Masi, I wish for continuity and innovation; remaining rooted while reaching forward. For Valpolicella, recognition as a world-class wine region with a soul. And for Italian wine, I hope to have played a part in showing that tradition and modernity can coexist beautifully when guided by passion and respect.