The Consortium for the protection and promotion of Chianti wine has launched a renewed push into Asian markets with the return of the Chianti Lovers Asian Tour, a three-day roadshow running from April 21 to 23 across Tokyo, Osaka, and Taipei. The initiative brings together producers, importers, and media through a structured programme of B2B meetings, masterclasses, and walk-around tastings.
“The Asian tour is designed to consolidate Chianti’s presence in key markets such as Japan and Taiwan, where we are seeing growing interest in quality wines with a strong territorial identity,” said Consortium President Giovanni Busi.
The first stop took place on April 21 in Tokyo at the JW Marriott Hotel, featuring 15 companies and approximately 33 Chianti labels available for tasting, within a broader selection of around 80 wines. The programme combined targeted B2B meetings with selected importers and a walk-around tasting open to trade professionals. A masterclass titled “Ancient Tuscan Knowledge Transformed into a Modern Wine” was led by journalist Isao Miyajima.
“Direct engagement with the market and media,” Busi added, “is essential to building strong, long-term relationships and to communicating Chianti’s evolution, balancing tradition and innovation.” The tour continued on April 22 in Osaka at the W Osaka – Wet Bar, where a workshop and walk-around tasting were held in collaboration with the Italian Chamber of Commerce in Japan. This stage involved nine companies presenting approximately 21 Chianti labels.
The final leg is scheduled for April 23 in Taipei at the Regent Hotel, with 13 participating companies showcasing around 30 Chianti labels out of a total of approximately 80 wines. The agenda includes B2B meetings with importers, a masterclass titled “The Soul and the Flavour of Chianti Wine” led by wine educator Aaron Chuang, and a walk-around tasting for trade professionals. “Asia is a strategic market for the future of the denomination,” Busi concluded. “This tour allows us to strengthen Chianti’s positioning, highlight the work of our producers, and create new opportunities for international growth.”