Chianti Classico consortium founds a company

02 April, 2013

The Chianti Classico Wine Consortium has founded a company that will handle marketing for the denomination.

This is believed to be the first time a wine producer consortium has used such a way to meet new market challenges.

The revamping of the denomination also includes a restyling of the Black Rooster trademark and introduction of a new category at the summit of the Chianti Classico qualitative pyramid.

The primary aim of the Chianti Classico Co, wholly owned by the Chianti Classico Wine Consortium, is to add value and promote the Chianti Classico’s distinctive Black Rooster trademark.

Heading the new company will be Michele Zonin (Castello d’Albola) as president, while Davide Gaeta will be CEO.

Board members are: Sergio Zingarelli (Rocca delle Macie and consortium president), Carlo Maria Mascheroni (Castello di Volpaia), Alessandro Palombo (Luiano), Francesco Daddi (Castello La Leccia), Sandro Sartor (Ruffino) and Giuseppe Liberatore, general director of the Chianti Classico Wine Consortium.

Consortium president Sergio Zingarelli said: “It’s the first time in the history of tutelary consortiums that a producers’ association has set up an external organisation working to valorise and promote a denomination: the Chianti Classico Co. will be the authentic armed branch of the marketing area.”

The Chianti Classico Wine Consortium, which claims to be Italy’s oldest vintners’ association, established in 1924, says the company provides an innovative idea for facing the challenges of the future and increasingly aggressive international competition.

Its modus operandi has not yet been revealed in detail but the consortium says the company will reflect the efficiency and dynamism that has always distinguished Chianti Classico winemakers.

The consortium says that from now on the Black Rooster DOCG can count on a new tool that just months from now will be broadening the frontiers of Chianti Classico wine.

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