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Masseto to be traded at the Place de Bordeaux
www.wine-business-international.com, 14 November 2008

Tenuta dell’Ornellaia has announced its plans to sell Masseto wine through the Place de Bordeaux.

Starting from 2006 vintage, to be released in October 2009, 20% of Masseto world allocations will be handled by five négociants, including CVBG Dourthe-Kressmann.

“Négociants work in 100 countries — they are free to sell our wine where there is a maximum demand for it,” Giovanni Geddes, CEO of Tenuta dell’Ornellaia told Meininger’s. “That will make us understand much better where exactly such demand is and what price levels can be sustained at these markets.”

Masseto is a limited production, single-vineyard wine made of 100% Merlot. Launched in 1986, it quickly became a sought after item. An average annual production is around 32,000 bottles in the past three years. Currently Masseto is distributed by allocation, via a network of importers in 54 countries. Europe, excluding Italy, has the largest share of sales at 30%, followed by North America, 27%, and Italy, 24%. Masseto showed a remarkable price performance in the past 12 months, its value increasing on average by 86% at the auction rooms worldwide.

“It is a very special occasion when top Italian wine can make a move like this. Masseto has got both intrinsic quality and a huge personality, which make it a great wine”, said Serena Sutcliffe MW, director of Sotheby’s International Wine Division.

Masseto is the first foreign wine without direct ties with Bordeaux producers or estates that is accepted by négociants. Other non-Bordeaux wines, such as Opus One or Chryseia, are made in joint ventures with Bordeaux producers. “It is a unique and unprecedented move. We are excited and honoured as it gives us international recognition”, said Mathieu Chadronnier of CVBG Dourthe-Kressmann. He added that with time an organised market for older Masseto vintages can be created through this distribution channel.