“This is a careful step to communicate the quality and uniqueness of our wines”, Silvia Fiorentini, marketing manager at the Consorzio Chianti Classico, explains. “We will, too, find a name. At the moment, it is a topless pyramid.”
In the past 15 years, producers have re-cultivated about 60 percent of the vineyards in the Chianti Classico region. This was an essential contribution to improve quality and to substantiate the Chianti standard. “We have spent a long time with exhausting discussions where we talked as well about how to communicate these improvements to the consumer”, Ms. Fiorentini says.
“It is important to acknowledge the work in the vineyard more”, Giovanni Manetti, owner of the Fontodi estate and board member of the Consorzio Chianti Classico, states. “The concept is clearly defined: excellent wines from excellent vineyards.”
Not each of the members is happy with the new category. “Chianti and Chianti Classico confuses many consumers”, Paolo De Marchi from the Isola e Olena wine estate says. “I can see no need for a new category, unless it is directly related to the area of origin.”
The wines that qualify themselves for the new category are allowed to be put to market after 30 months after the harvest at the earliest. Moreover, the wine has to remain in the bottle for at least 3 months.
The responsible are curious how the new category will be accepted by consumers abroad. The Chianti Classico has an export share of 78 percent. Besides the new classification, the Consorzio wants to redesign the “Black Cock” logo, which so far has been decorating very strikingly the bottleneck of Chianti wines. (red.yoopress)