Magna Mòra di Tenute Ugolini: “it is not a wine for old people”!
From the words of the famous movie of the Cohen brothers: “No Country for Old Men” adapted from the 2007 Pulitzer Prize winner book written by Cormac McCarthy, Magna Mòra represents an actual generational leap in the way to approach wine.
It leaves the formality of labels and reaches a younger audience, always more instinctive and on a constant lookout for taste in simplicity and essentiality.
Just like a tsunami, it is a movement of ideas flowing through new generations, always looking for truth, sustainability, and substantiality in all its products. Magna Mòra speaks to the youth with immediate stylistic language, direct. It is a message of pleasantness and casual elegance which talks about a genuine territory.
The return of farmers
With Magna Mòra farmers in the glass are coming back; history, tradition and millennial culture of Valpolicella’s winers are coming back. It is not a stylistic regression but a revisitation of the originality of an unmistakable style that accompanied these territories when the oenological technique was essential.
Magna Mòra breaks the mold, and if it were a musical genre, it would resign with Bob Dylan‘s guitar country blues, an electric new wave rock typical of the first Depeche Mode, the essential Nirvana‘s grunge or, closer to our times, a cutting edge flow of Kendrick Lamar.
In order to better understand Magna Mòra one does not have to be a professional of tasting: the key resides in the sensibility and the disenchanted approach that only new generations are able to express at best. This is the difference with the iconic Ugolini wines.
Magna Mòra towards Damp drinking
The current trend going viral on Millenials and GenZ’s social medias is dump drinking. In a few words, it could be understood as an extension of the “less is more” movement that has been accompanying the 21st century’s lifestyle. The hashtag #damplifestyle has more than 42 million views on TikTok.
Magna Mòra approaches this current trend towards a more aware wine consumption, not only in a quantitative way, but by giving a special attention to the alcoholic component and health factors. Other than health, money saving is a key factor: about half of those interested in damp drinking identified money drinking as a primary reason.
Discover Magna Mòra wines by clicking on this link.