We’re enjoying the crazy label on our Carryout Case Special This Week, and chuckling at the fact that this great Sangiovese deal with the silly label comes in … a wood case! Here’s the story behind the wine …
At their Fattoria di Basciano estate in Chianti Rufina, the Masi family has made authentic, juicy, fresh Chianti just east of Florence for three generations. Practice clearly makes perfect, because Wine Advocate lavished praise over their new, estate-grown, Chiantis, calling them “one of the rising stars of Rufina.”
About a decade ago, the family started a second winery called Renzo Masi to purchase fruit from friends, neighbors with, as Wine Advocate explains, put an “emphasis on value wines with vibrant territorial personality.” We think they do a great job and are proud to have Renzo Masi Chianti Reserva 2011 on our shelves right now – a very nice Chianti value for $15.
Now, enter Robert Shack, founder, president, and chief wine guru of HB Wine Merchants. Shack has been an important importer for years, representing the likes of Michel Chapoutier’s Bila Haut, Peter Zemmer in Alto Adige, St. Urbans-Hof in Germany, and Fattoria di Basciano from Chianti. Plus, Bob has never been afraid to go out and look for values on his own – we’ve loved several vintages of Clos Robert (as in Robert Shack) Cabernet Sauvignon over the years.
So, when Bob was looking for an even more aggressively priced Chianti-like red from Italy, it was only natural that he’d approach young Paolo Masi, winemaker at Renzo Masi for help. Renzo spread his grape-buying net beyond Chianti to little villages and obscure vineyards across Tuscany – all the places that have the right soils and climate to create delicious Sangiovese, but lacked the winemaking skill or Chianti name to make it happen.
Then, he made a cheerful, all tank Sangiovese for Bob to bring to the American market at a bargain basement price.
What’s With the Fat Guy? And the Wood Case? Now, there’s a lot of low-priced Sangiovese on the market (although not very much that’s anywhere near as good as this one). So Bob decided that a bold label and memorable name would be in order. Where the idea for the plump guy with a thin mustache and slicked hair sitting on a stool came from, we can’t say. And, the less thought given to the colorful name, the better.
But the wine is really good, a big mouthful of juicy Sangiovese fruit with more than enough bright cherry acidity to cut through the red sauce and cheese on your pizza or plate of lasagna, but ripe and supple enough to simply sip while the pasta is still in the water. Add in the very attractive $9.99 price, and you’ll see why this has quickly become the most popular Italian red in the store.
So, here we have a popular, great priced, great value, Italian red that’s easy to get people to try, pulls in lots of repeat customers, and makes money for everyone involved for $10 bucks. So a few years ago, someone – the folks at Renzo Masi? Robert Shack? A marketing consultant? – for some reason decided something needed to change. Perhaps a wood case would work?
We had fun sharing the 2013 Il Bastardo in wood case with you back in 2015, although the fun was short-lived (we sold out in about 2 days).
When we found out they were offering it in wood again, we doubled our last order and piled it up high. It makes for a fine chance to lay in some sip- and gift-worthy Sangiovese at a screaming value $6.98/ea case price. Come by, give it a try, and we’ll roll the wood case out the door for you!