The Chianti wine Consortium has successfully concluded its third mission in Canada, focusing on a strategic outreach to international buyers, importers, and industry professionals. The initiative featured two high-level institutional masterclasses held on August 31st in Toronto and September 1st in Montreal, designed to deepen the market’s understanding of the renowned PDO Tuscan wine.
Building knowledge and market presence
“The feedback received during these meetings confirms the importance of investing in the knowledge of our product and the training of those who propose it to consumers every day,” stated Giovanni Busi, President of the Consortium. He emphasized that the Canadian market is highly attentive and competent, offering significant room for growth. These educational sessions allow the consortium to go beyond simple tasting, explaining the intricate details of territories, altitudes, soils, and the various expressions of the Sangiovese grape.
The strategic focus on terroir
In Toronto, the event titled “Chianti: The Geometry of Terroir” was guided by Megha Jandhyala, offering a journey through five different Chianti PDO wines. Meanwhile, at the Institut de tourisme et d’hôtellerie du Québec (ITHQ) in Montreal, Master of Wine Jacky Blisson led a session exploring the evolution of a contemporary classic. Both events underscored the Consortium’s commitment, initiated in 2024, to strengthen the direct dialogue between Italian producers and the Canadian supply chain, ensuring that the identity of the Chianti region remains distinct and recognizable in an international landscape.