Anteprima

The anteprima of the Consortium’s wines, recently renamed “Anteprima – Chianti Lovers” was the first event, among those of this kind planned by the group of Tuscan consortia, to open its doors to the general public. This completely unprecedented move heralded a revolution in the concept of events in the Tuscan wine sector, which had, until then, communicated almost exclusively with the press and a few members of the trade.

Revolution!

We could talk about before and after Chianti lovers.

Before, the winemakers concentrated all their efforts on the trade press so that it would talk about the appellation as much as possible, almost systematically, in the usual reviews of opinion leaders, often the subject of controversy and speculation, not infrequently damaging to disinterested and promotional operation.

After, with the seemingly obvious intuition of putting the consumer back at the centre of the wine system, there was a real reawakening of interest, which then slipped into the most natural of consequences: the unconditional interest of the wine lover is the real driving force behind the economy of scale of wine, the real gauge of the market.

The format

The format consists in just one day, usually in mid-February, with the creation of several exhibition and technical areas, such as the large press room reserved for journalists, or the producers’ area, which now regularly sees the participation of over 120 Chianti wineries with their own tables.

The numbers of this event are now increasingly similar to those of a major show: over 200 international journalists, about 1000 Italian and foreign buyers, 300 Chianti D.O.C.G. wines not yet available on the market, presented “en primeur”, and over 4,000 Chianti lovers eager to taste, listen to and learn the stories of the producers of the most famous Italian wine in the world.

An event that is now greatly anticipated and attended by the whole town, a new way to bring the product to the consumer, the real beneficiary of all our efforts, and to spread the Chianti style to the new generations.