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Schenk Family Italia: success at Prowein 2024 for the new Primitivo ICE by Masso Antico

Over 1800 tastings, more than 250 bottles uncorked and operators from 15 European and non-European countries. But above all, a great interest in the new Primitivo ICE by Masso Antico, the fresh red wine of the summer 2024. This summarizes the participation of Schenk Family Italia in Prowein 2024.

“This edition of Prowein 2024 gave us great satisfaction. The agenda of appointments with buyers and operators in the sector was already sold out before it even started. Visits recorded an increase of 15% compared to the 2023 edition. This allowed us, also thanks to the presence of our entire range of wines and the new products presented, to materialize new and important commercial agreements set up in the previous months”, are the words of Daniele Simoni, CEO of the Group, in commenting on participation in the international event dedicated to wines and spirits which was held in Düsseldorf from 10 to 12 March. “In particular, 80% of the contacts came from Europe, with Germany at 40% and the UK at 20%, followed by a substantial 10% of equal merit between the countries of Northern and Eastern Europe and 5% from from the Balkans, in particular Estonia, Albania and Lithuania. The remaining 15% belongs, however, to the American market, which has always been one of the most important for our business. We are closing these three days with interesting growth prospects and we are preparing to replicate the success at Vinitaly next month.”

The red wine of the summer conquers Prowein 2024: Primitivo ICE by Masso Antico protagonist at the Schenk Family Italia stand
During Prowein 2024, over 250 bottles were uncorked at the Schenk Family stand and more than 1800 tasted, marking a +12.5% compared to the 2023 edition.
“The innovations that we presented during this edition of Prowein have left their mark,” underlines Roberta Deflorian, commercial director of Schenk Family Italia.
“One example above all: the Salento Primitivo ICE by Masso Antico: a red to drink chilled, with a magical label that changes color depending on the temperature. A wine that embodies all the knowledge of viticulture and the authentic flavor of the Salento land, interpreted in a modern key and dressed in packaging with a strong and alternative character, capable of attracting attention at first glance. The goal is to offer a unique product, capable of satisfying the palate but also the sight. Consumers, especially young people, are also asking for this."

The red wine of the summer conquers Prowein 2024: Primitivo ICE by Masso Antico protagonist at the Schenk Family Italia stand

During Prowein 2024, over 250 bottles were uncorked at the Schenk Family stand and more than 1800 tasted, marking a +12.5% compared to the 2023 edition.

“The innovations that we presented during this edition of Prowein have left their mark,” comments Roberta Deflorian, commercial director of Schenk Family Italia.

“One example above all: the Salento Primitivo ICE by Masso Antico: a red to drink chilled, with a magical label that changes color depending on the temperature. A wine that embodies all the knowledge of viticulture and the authentic flavor of the Salento land, interpreted in a modern key and dressed in packaging with a strong and alternative character, capable of attracting attention at first glance. The goal is to offer a unique product, capable of satisfying the palate but also the sight. Consumers, especially young people, are also asking for this.”