The Chianti PDO wine Consortium is set to strengthen its presence in Asia with the upcoming Chianti Lovers Asian Tour 2026. From June 16 to 18, the initiative will feature exclusive stops in Bangkok and Ho Chi Minh City, offering international industry professionals a deep dive into the essence of one of Italy’s most celebrated PDO denominations.
Connecting with Asian markets
This promotional journey is designed to foster new business relationships and showcase the authentic soul of Tuscan viticulture. Giovanni Busi, President of the Consortium, emphasizes the strategic importance of this mission: “Each bottle tells the story of our land, our traditions, and a lifestyle appreciated worldwide. Through this tour, we aim to share our identity with importers who value quality and authenticity.”
Exclusive B2B sessions and masterclasses
The tour kicked off today at the Hyatt Regency Bangkok Sukhumvit. The program includes a walk-around tasting, followed by a dedicated masterclass titled “Chianti Horizons: The Expressiveness of Terroir”. On June 18, the delegation will move to The Reverie Saigon in Ho Chi Minh City, where attendees will explore the nuances of the region through the masterclass “Chianti: The Essence of Tuscan Life”.
Innovation and tradition
The tour also highlights the recent evolution of the denomination. Following approval from the Italian Ministry of Agriculture, the new production regulations have introduced the Chianti PDO Rosé, catering to growing market demand. Furthermore, the official inclusion of the Terre di Vinci sub-zone marks a significant milestone in recognizing this historic viticultural area, while updated controls ensure maximum transparency for global consumers.