As we have previously reported, the popularity of Chianti is on the upswing. Over the last seven years, this most famous of Italian wines has seen year-on-year growth, culminating in an amazing 2017 that has seen sales of the wine increase by up to 60% in some months.
There are several reasons for this boom in popularity. The sheer quality of Chianti, coupled with the history of the wine, obviously play a huge part. People know the Chianti name means quality, which means that even those with little experience of the Italian wine industry will still buy it if they’re looking for a good red wine.
The price also helps. There is actually some consternation in the Chianti Classico community because some people believe that the prices attached to Chianti wines aren’t as high as they could be. Regardless, the current lower prices certainly can’t hinder Chianti when it comes to its growing popularity.
However, one of the reasons for this boom that often goes uncredited is the efforts of the Chianti Wine Consortium. This special interest group has worked tirelessly to promote the wine for many years, and is responsible for helping many producers bridge the gap from becoming domestic suppliers to internationally-renowned companies.
The Chianti Wine Consortium’s work never stops. The organisation travels all of the world to talk about the brilliance of the wine. While doing this, it puts in appearances at all sorts of trade shows.
One such show is Expovinos, a Colombian trade event that offers the perfect platform for the Chianti Wine Consortium to highlight its wares. It did just that in 2017, but it laid the groundwork for this appearance during last year’s Expovinos.
The Chianti Wine Consortium and Expovinos 2016
Before we get into what the Chianti Wine Consortium had in store during the 2017 iteration of Expovinos, it’s worth looking at what the organisation did in 2016.
In addition to the stalls and marketing that you would expect, the Chianti Wine Consortium put a lot of effort into building relationships with event organisers during Expovinos 2016. The group met with representatives from Exito, which is the group that organises this famous Colombian fair. Often seen as one of the most important South American companies, Exito is the route that exhibitors must pass through if they want to make a real impression on the Expovinos.
The Chianti Wine Consortium knows this, which is why it went to such pains to introduce itself to the most important people in Exito during the 2016 event. The organisation essentially became a technical partner of Exito during this time, though that’s certainly not an official description of the relationship.
More importantly, it built the relationships that would be needed to ensure that Chianti had an even stronger presence at the 2017 iteration of the event.
Of course, that would be for naught if the Chianti Wine Consortium hadn’t pulled out all of the stops in 2017. But, as you’re about to see, it did exactly that ay Expovinos 2017.
The Chianti Wine Consortium and Expovinos 2017
Expovinos 2016 marked the first appearance of the Chianti Wine Consortium at the event. It was a time for relationship building, which really paid off during the 2017 version of the event.
Interest was rife among attendees in regards to what the consortium would bring to the table, and they didn’t disappoint. The Consortium was Expovinos 2017’s guest of honour and maintained a strong presence throughout the event. From August 2nd to August 5th, there seemed like there was no escape for the knowledge and technical expertise that the consortium was able to deliver.
The consortium sent its event manager, Luca Alves, to represent it throughout the event, and he did a stellar job of promoting the interests of the organisation, while also informing attendees about Chianti.
But what of the event itself? Alves didn’t come alone, as he brought along almost 40 different Chianti vintages, each of which were sorted based on their type and region. Attendees were offered the opportunity to taste each of the wines, which means that many a person managed to get their first experience of Chianti at the event. The consortium even had its own stand, which was packed to the rafters for most of the event.
Beyond that, the consortium also held four seminars, each of which attendees could only visit with an appointment. These seminars took a more personalised and market-centric approach, but we certainly worth a visit for those who enjoy learning more about Chianti.
All around, it was a resounding success that more than justified the consortium’s position as the guest of honour.
So now Expovinos 2017 is over and done with, the Chianti Wine Consortium can look towards the future. As the organisation’s president, Giovanni Busi, explained: “We begin to get the first tangible results of our tours. This invitation to one of the most important events in South America is for us an important sign for a denomination that is taking on the success we need for the good performance of our export.
It is clear that we have no intention of interrupting our investments in this area, and for 2018, South America will have a central and strategic role in the process of allocating Wine OCM contributions.”
So what can we expect for the future of Chianti? As you can see from the quote above, Expovinos 2017 is just the beginning of the consortium’s efforts to make headway in the Latin American territories. It’s safe to say that we’ll be seeing more of the consortium at future Expovinos events.
Of course, those efforts don’t end with Expovinos. Chianti has enjoyed a boom in popularity all over the world, which is something the consortium is sure to want to continue. Look for renewed efforts in the North American market, where Chianti has enjoyed a 40% upswing, and the Chinese market. The latter has proven especially important given that 2017 was the year of the Rooster, and we imagine that Chianti will continue to push on in the country throughout 2018.