Despite a challenging phase for the Asian market, the Consortium for the Protection of Chianti PDO wine returns from Hong Kong with encouraging signs. Participation in Vinexpo Asia 2026, the premier international trade fair held from May 26 to 28, underscored a concrete interest from international buyers, importers, and distributors toward the versatility of Chianti PDO.
A strategic presence in Asia
For three days, the Consortium showcased the excellence of its appellation through an institutional space that hosted 19 companies with individual desks. The event featured an Institutional Wine Bar dedicated to the denomination, offering over 100 labels for tasting. Specifically, participating wineries presented 66 labels, while the institutional stand offered 47 products, including the prestigious Vin Santo del Chianti DOC.
International engagement and growth
The success of the masterclass titled “Chianti, a land and its wine. Versatility without borders”, led by expert Jerry Chen, highlighted the ability of these wines to bridge high-end fine dining with authentic local culinary experiences. Giovanni Busi, President of the Chianti PDO Consortium, emphasized that while the market has slowed down compared to previous years, investing in international promotion remains a strategic imperative.
“The Asian market shows increasing attention toward wines capable of combining quality, recognizability, and a strong bond with their territory,” Busi concluded. “Chianti PDO has once again proven to possess all these essential characteristics to succeed on the global stage.”