Who are they?

Chianti is more than a product, it is a shared idea, an icon of style, a whole concept that goes beyond the wine.

Given that its very name is so emblematic as to be synonymous with the drink itself, it is only natural to think that those with a passion for wine have to be passionate about Chianti, too.

In short, Chianti lovers.

But who are they? They are wine lovers of all types and ages, from all countries and all cultures.

They love all things good and beautiful, as well as the simple pleasures of conviviality.

They love to share experiences, meals and conversation.

They are curious by nature and unquestionably stubborn dreamers.

Driven by an incurable optimism, they always see the glass as half full… of Chianti, of course!

So, they love wine but, most of all, they love getting to know the people behind the wine: the faces, the hands, the ideas and stories of those for whom this noble craft is an everyday way of life. There is too much humanity to fit inside a single bottle, and this is something Chianti lovers know all too well. They see the winemaker as an athlete and cheer him on to success, just like they root for the “good guy” in a movie.

And like in a renewed agricultural humanism, we want to put man back at the centre: with the logic and tenacity of his work, with his laborious and painstaking achievements, but also with his mistakes and contradictions.

Chianti is a product for everyone, a banner of inclusion, an authentic Italian heritage of “Pop” culture, which we would like everyone to benefit from.

If it were a dish, it would definitely be pizza! If it were a piece of clothing, it would be a pair of jeans: something you feel comfortable in and that goes perfectly with everything.