Six international promotional appointments within the next month, with a total investment of 350 thousand euros, with events in Brazil, the US, Germany, Poland and Russia. The activity of Consorzio Vino Chianti is implemented thanks to the European CMO project (Common Market Organisation for wine) and PSR Regione Toscana Measure 3.2.
From the 18th of October, 17 Consortium member estates will be flying across the Atlantic to São Paulo in Brazil, before continuing on to the Simply Italian Great Wines U.S. Tour 2018 by IEM (International Exhibition Management), first in New York, on the 22nd of October, and then two days later in Las Vegas, which is hosting the event for the first time ever.
A “walk around tasting” tour dedicated to professionals and the trade press, with specific seminars to promote Chianti docg and the Chianti wine appellation, followed by interesting B2B meetings between local importers and the participating winemakers, aimed at opening new trade channels and consolidating existing ones.
In November we’ll be back in Europe, with two events organised in conjunction with Gambero Rosso, at which the Consortium will be present with an institutional area and two specific seminars. The first appointment is in Warsaw on the 14th of November, with the second in Hamburg on the 16th of November. Seven selected vintage Chianti and seven Chianti Reserves will be presented at the seminars. The last stop is in Moscow, Russia, on the 22nd of November, as part of the “Gambero Rosso WORLD TOUR 2018 – MOSCOW” event where, in addition to the estates which have been awarded three glasses by Gambero Rosso, there will be an area dedicated to Consorzio Vino Chianti and its numerous member estates involved in the event. On the same date Marco Sabellico will be holding a masterclass dedicated entirely to the appellation’s excellences.
“International promotion is a fundamental means to enhance the value and solidity of our estates” – says Giovanni Busi, chairman of Consorzio Vino Chianti – “Being present on key markets with huge potential, with a coordinated and organised formula, is proving to be extremely successful. Long-term planning, especially in emerging and diversified markets like China, has been essential, as confirmed by the facts”.
Germany, which was one of our reference markets until just a few years ago, has been reincluded in the events’ programme to focus the attention of German consumers, who are sometimes distracted by cheaper European wines. And we think it’s essential to invest in the promotion of Chianti docg in Poland, a country which has excellent potential.
“From Russia” – says Busi in conclusion – “we expect an important response, despite the fact that this is a difficult market. We think that the combination of Italian food and wine is a winning formula for a high-potential market made up of millions of high-income consumers who, as well as appreciating commodities made in Italy in general, come regularly to Italy, and Tuscany in particular, making them a business target to watch carefully.”
In China, the activity of the “Chianti Academy”, the first school set up by Consorzio Vino Chianti, continues to be successful, thanks to the partnership with the Guangzhou-based company Interwine, leader of the Chinese trade fair market, which has been working with the Consortium on promotion activities in China for several years now. The aim of the Academy is to educate and qualify new experts in the appellation. Four events are scheduled for November, with the relative cycles of lessons: Beijing, Shanghai, Guangzhou and Shenzhen.