For export markets, the bottle is the brand's ambassador. Masi's Nectar Costasera Amarone celebrates the Lunar New Year with a red-and-gold horse rising across the glass — an icon of Valpolicella transformed into a collectible gift for the Chinese market, without changing the wine or the bottle. Digital sublimation on glass makes market-specific editions industrially simple: full-body decoration, gradients and metallic accents applied directly to the glass, from Chinese New Year celebrations to travel retail and gifting seasons — while the Murciano collection shows the same freedom applied across a full range. For wineries, decoration becomes strategy: in markets where wine is a gift before it is a drink, the decorated bottle carries the value.