2021 opens with a clearly positive sign for Chianti Classico: the first quarter in fact closed with + 22% of bottles sold (about 10 million), compared to the same period of the previous year.
If during the first year of the pandemic (2020), the consumption of Black Rooster wines recorded a limited loss (-8%), despite the known difficulties of the HoReCa channel, the appreciation of consumers also on international markets was confirmed in the 2021, with the presentation of the new vintages, the Chianti Classico 2019, the Chianti Classico Riserva and Gran Selezione 2018.
A famous and appreciated wine all over the world, today Chianti Classico is present in over 150 countries, which on average absorb more than 80% of the annual production.
Relations with the markets, consolidated with promotional investments by the Consortium and associated companies, did not weaken during the pandemic: despite the forced interruption of promotional activities in the presence, the loyal consumers of historical markets such as North America, Germany and the United Kingdom, but also in the Asian markets, have continued to choose Chianti Classico. The e-commerce sector has also contributed to this, which has significantly increased the volume of sales globally, particularly among Millennials with good financial resources.
"This result demonstrates the strength of the commercial structure of Chianti Classico, which sees it distributed in so many countries around the world and through multiple channels." - says Carlotta Gori, director of the Consortium. “Some more difficulties encountered by the internal market, with the restaurant closed for months. However, the consumer of Chianti Classico proved to be faithful to the product and continued to purchase it for consumption at home. The value and notoriety of the appellation continue to grow, thanks to the quality of the wines recognized by critics and the market. "
As the purchasing channels have partially changed, the promotion methods have also been reshaped using the new communication tools, in particular for foreign countries.
The activities, mainly online, organized by the Chianti Classico Wine Consortium were carried out in the form of webinars, seminars and master classes, in some of the main markets of the appellation, starting with the United States and Canada and ending with the Asian markets (Japan, Korea and China), where, in some cases it was also possible to organize events in presence (Chianti Classico tastings with sommelier service). Overall, over 1500 operators from the sector and representatives of the international press participated.