Monteleone21, an innovative multifunctional center located in the heart of Valpolicella, has won in the category of “Sustainable Wine Tourism Practices” in the prestigious Best of Wine Tourism competition, promoted by the Great Wine Capitals (GWC) and the Verona Chamber of Commerce, recognizing an “exemplary commitment to developing accessible and responsible wine tourism activities, with a focus on environmental sustainability.”
Monteleone21 is an additional architectural complex serving the current Masi winery with new spaces dedicated to wine tourism, management, and production activities. A modern, sustainability-oriented project, this new center represents the unbreakable bond between Masi’s spirit and its territory.
The architecture harmoniously integrates with the Valpolicella landscape, both respecting and enhancing it. Its sinuous shape recalls the small hills covered in vines and vegetation, while the use of local stone evokes the traditional dry-stone walls known locally as “marogne.”
Two-thirds of the spacious facilities are built underground, reducing visual impact thanks to the green roof technology. The green roof also helps to reduce the heat island effect, absorb/drain rainwater, and enhance the acoustic/thermal comfort of the building. Through careful systems design and the integration of renewable energy sources, the building ensures low CO2 emissions and efficient use of local resources, thanks to a photovoltaic panel system installed on the roof and the use of geothermal energy for heating/cooling. Rainwater is sustainably managed and collected for irrigation of the green areas and vineyards.
Monteleone21 embodies the essence of a project that combines the enjoyment of natural landscapes with modern architecture for sustainable tourism, offering visitors the opportunity to explore the surrounding territory and the world of Masi through a unique immersive experience. Raffaele Boscaini, Marketing Director of Masi, proudly commented on the award: “The magic word today is ‘Sustainability’: in its three forms—environmental, economic, and social. Those of us who have worked among the vines for over 250 years are naturally defenders of these fundamental values.
In line with its heritage, Masi approved the “Masi Green Governance” sustainability project in March 2024, adopting the status of a Benefit Corporation and integrating additional activities into its corporate purpose with a focus on social growth, the promotion and enhancement of the culture of the Venetian regions, people, the land, and the environment.
Masi’s Green Governance is exemplified by Monteleone21, where every aspect is designed to not only respect nature but express and enhance it, avoiding unnecessary waste while ensuring the progress of our land and its inhabitants”, continues Raffaele Boscaini.
In previous editions of the Best of Wine Tourism Award, the Masi Wine Experience received two important recognitions: in 2018 in the “Accommodation” category for the historic estates of the Conti Serego Alighieri in Valpolicella, and in 2019, the global award for “Innovative Wine Tourism Experiences” for the Masi Wine Discovery Museum project at Tenuta Canova in Lazise, Lake Garda.
Photo credits: Masi Agricola S.p.A.
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