Gianni Masciarelli started bottling under his own name in 1981 from two and a half hectares his grandfather had grown to Trebbiano and Montepulciano in San Martino sulla Marrucina. Within a generation the estate had reached the four-province scale Masciarelli holds today: parcels in Chieti, Pescara, Teramo and L'Aquila, sitting between two hundred and five hundred metres of altitude and crossing limestone, clay and sandy soils. Masciarelli is a routine reference point for the region's commercial revival in the 1990s and 2000s.
Today the cellar produces twenty-two labels across seven product lines: Linea Classica, Gianni Masciarelli, Villa Gemma, Marina Cvetic, Iskra, Castello di Semivicoli and La Botte di Gianni. Native varieties carry most of the range. Villa Gemma Montepulciano d'Abruzzo Riserva DOC is the long-running flagship and the wine most often picked up by Decanter, Wine Enthusiast and Gambero Rosso. The Marina Cvetic line, born in 1991 as Gianni's tribute to his wife, is built around extended ageing and includes a Trebbiano d'Abruzzo Riserva that has helped redraw what an aged white from Abruzzo can do.
Gianni Masciarelli died in 2008. The estate has since been run by his Croatian-born wife Marina Cvetic, with their daughter Miriam now active in the business. The Masciarelli Art Project, launched for the fortieth anniversary in 2021, commissions internationally recognised artists to interpret the estate and label limited-edition vintages, starting with Belgian designer Job Smeets and his Harvest installation at Castello di Semivicoli.
Masciarelli Tenute Agricole is ISO 14001:2015 certified and was the ninth Italian wine company to register under the European EMAS (Eco-Management and Audit Scheme), with audits handled by Bureau Veritas. Visiting happens at Castello di Semivicoli, the family's seventeenth-century baronial palace at Casacanditella, twenty minutes north of San Martino. Three set tasting itineraries (Maiella, Gran Sasso, Premium) run from forty to ninety euros, paired with Marina Cvetic Bio extra-virgin olive oil, salumi and a first course; Wine and Food stays from three hundred and thirty euros for two add dinner with wine pairing at the on-site La Tavola di Gianni restaurant.