Last spring, my wife, Tricia, and I had the opportunity to meet Camilla Rossi Chauvenet, an Italian Tourpreneur in Northern Italy. Her winery, Massimago, is challenging convention in the traditional viticultural region of Valpolicella.
Nestled in the foothills of the Italian Alps, the Valpolicella wine-growing region is sprinkled with incredible Italian villas; a legacy of the heady days of the late 1800s when a newly unified Italy became a magnet for commerce and foreign direct investment. The nearby city of Verona acted as a fountain of wealth for the region, splashing droplets of opulence into the city’s wine-growing suburbs.
The Massimago Estate has been in Camilla Rossi Chauvenet’s family since 1883. Here, she focuses on the region’s primary grape varietals: Corvinone, Corvina, and Rondinella. From these, she produces an assortment of different wines, including the wine that has made the region famous: Amarone. This delectable treat is made from late-harvest grapes that are dried to maximize their sugar content.
Camilla has marketed Massimago as employing the best of the region’s traditional wine-producing practices, while embracing new and innovative ideas that might strengthen her brand. Her approach is clearly designed to attract the next generation of wine consumers who are purchasing from a global marketplace.
Camilla has used an innovative marketing tactic for her winery: music composition. By hiring an Italian composer to write a song for each wine, Camilla added a touch of musical elegance to this traditionally silent art. As an added bonus, she even included a poem on each bottle’s label to help better describe the wine’s nuances.
If you’d like to see more of Massimago’s highlights, please feel free to watch the video below before visiting Tricia’s image-rich blog post. Here’s hoping you find Amore for Amarone. Cheers!