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Masi's production strategy aims to emphasize the personality of each single product, while maintaining a recognizable Venetian style. In 1958, Masi was in the forefront of the work to identify the historic "cru" vineyard sites for Amarone. In 1964, Campofiorin was the first in a new category of wines, reinventing the technique of double fermentation and continually updating it. Masi has also updated the style of Amarone, using new appassimento and vinification technologies.

Masi wines are modern, attractive, well-balanced and easily identifiable; characteristics which have earned Masi recognition for having "revolutionized the art of wine-making in the Venetian region." Hugh Johnson defines Masi as "a touchstone for Veronese wines."