Chianti speaks and writes Chinese. After a very long bureaucratic process, the Chianti docg appellation has been registered in Chinese characters and will be used for labels exported to the Far East. The transliteration has very similar phonetics to the original: it is pronounced “Shiandi”.
An important result obtained after spending a long time working in China and following a difficult preliminary phase linked to the particular administrative complexity of the Chinese institutions.
The name, in its translated form, has a very positive meaning, especially for the feelings it arouses: the first character is used to indicate an activity in favour of a third party, the second means peace and the third is used to indicate the roots of a flower.
“It is an epoch-making step for the brand – says the Chairman of Consorzio Vino Chianti, Giovanni Busi – which confirms its roots in the Chinese market. Thanks to intense promotional work, Chianti docg is greatly appreciated in China and from today it will appeal even more in a country with a population of 1.3 billion people and a market with enormous potential. With this registration we have achieved an important step in our long-term project of internationalization in favour of Tuscan businesses. Member producers interested in using the Chinese translation on their labels can request it directly from Consorzio Vino Chianti docg”.
The Chinese market confirms its standing as a favourable territory for wine. According to data released by Nomisma, we are talking about a growth of 3.3% compared to last year in the export of Italian wine. For Tuscan Red Pdo wines, the increase is as much as 11.3%.