If you survived all the surveys that have been accompaning us in Italy during these last months, reading this report will be like bere un bicchiere d’acqua i.e drinking a glass of water – which is the italian way to say “easy as pie” -. Or I would better say, of wine.
Here’s a little taste of data on the relationship between Italians and Chianti, conducted by AstraRicerche for the Consorzio.
The Chianti region
When we speak about Chianti the first association that comes out is with wine, a wine which is “red, genuine, good, of excellent quality, prestigious, traditionally in flask”; then comes The reference to Tuscany.
As far as the image profile is concerned, Chianti has been able to create an exceptionally positive personal branding, as an area of production of high quality wines, famous in the world, with a great culinary tradition and a unique natural and cultural heritage, very appreciated by foreigners. Chiantishire docet.
Everybody wants to visit such a beautiful place: regarding Chianti region, only 4% says it has not been there and has no intention to visit the region. Great news for those who produce in Tuscany and for the touristic sector: tourism in fact still represents the main reason to come to our beautiful region.
Consumption and preferences: a good reputation
Excluding 23% of Italians describing themselves as almost straight-edge, let’s move to that more realistically 34% qualified as a strong consumer. The majority of the sample prefers DOC, DOCG and IGT wines. Regarding Chianti, a 37% tried it but confess a superficial knowledge of it, while a 41% – approximately 18.2 million of adults. Mostly males living in Tuscany – is a fine connoisseur. Chianti wines are considered as mostly red, high quality, strong, fragrant, full-bodied and well matching with italian cuisine or perfect as a gift (for the 40%).
The profile of a Chianti consumer – connoisseurs aside – is identified with a man between thirties and fifties, who loves to pamper himself and appreciates wine. He loves local products and respects food and drink traditions. He favors genuine and non manipulated products. Most respondents consume wine during meals, especially in social occasions and only a minority refers to wine bars (23%). Chianti is chosen especially for the presence of the hallmark of a specific area of origin and for a brand; then comes the visibility and recognition of the label, the wine cellar and the year.
The Consorzio Vino Chianti
In this context, the Consorzio stands as a rather well known actor, but not everyone knows exactly its tasks. Expectations about the role of the Consorzio are mainly about production control, in order to to protect the quality of the product. It is expected to assure the compliance with the requirements of DOC (70%) and to protect the Chianti brand in Italy and in the world. Last but not least, the Consorzio is responsible for enhancing the image of Chianti and preserving its reputation and prestige, still pursuing a younger marketing and paying attention to the promotion of strong brands.