The Consortium for the Protection of Chianti PDO wine has officially launched its strategic trade mission at Vinexpo Asia 2026, running from May 26 to 28 at the Hong Kong Convention and Exhibition Centre. Positioned at Booth G 336 – L1, the Consortium’s institutional pavilion serves as a commercial launchpad for Tuscan producers targeting expansion in high-growth Asian markets.
The delegation includes 19 wine enterprises operating individual commercial desks alongside a central Institutional Wine Bar. The dedicated bar showcases 47 distinct labels representing 25 regional estates. In total, the Consortium has brought 66 labels to the three-day exhibition for targeted tastings aimed at international buyers, Horeca operators, importers, distributors, and specialized wine journalists. The curated selection spans multiple categories of the Tuscan PDO wine, including vintage, Superiore, Riserva, and specific sub-zones.
“Asia is an increasingly important market for the future of Chianti wine,” said Giovanni Busi, President of the Consortium. “For this reason, every opportunity that allows us to consolidate commercial relations, promote the value of our designation, and communicate the identity of our territories to operators from all over the world is invaluable.”
STRATEGIC POSITIONING AND GASTRONOMIC VERSATILITY
As part of its market-penetration strategy, the Consortium will host an international masterclass titled “Chianti, a land and its wine. Versatility without borders: the Tuscan icon that conquers global fine dining as well as the authentic flavors of local cuisines.” The session will be led by Jerry Chen, an educator at the Asia Wine Service & Education Centre and a Wine & Spirit Education Trust (WSET) diploma holder. The masterclass has been designed to educate international trade professionals and media on the stylistic versatility of Chianti PDO and the distinct terroir variations across its sub-zones, emphasizing how the high-acid, structured Tuscan red complements diverse Asian culinary profiles.
“We bring a complete and contemporary image of Chianti PDO to Hong Kong, built on quality, territorial identity, and outstanding gastronomic versatility,” President Busi concluded. “The coordinated presence of the Consortium alongside individual wineries is essential to strengthen the international positioning of our wine in a dynamic region that is increasingly attentive to Italian excellence.”