The Chianti wine Consortium has successfully concluded a strategic promotional tour across Asia, bringing the soul of Tuscany to Tokyo and Shenzhen. Through the initiative titled ‘Chianti Lovers Asian Tour 2026‘, the organization has strengthened its international footprint, focusing on the restaurant sector as the primary channel to educate consumers and professionals about the unique characteristics of its PDO-certified wines.
A strategic culinary journey
The tour involved 15 selected restaurants, acting as hubs for a week of tastings, themed evenings, and networking. In Tokyo, the partnership with the Italian Chamber of Commerce in Japan (ICCJ) highlighted the synergy between authentic Italian gastronomy and regional wine tradition. Renowned establishments like Giglio and Pepe Rosso served as the stage for this cross-cultural encounter.
Expanding horizons in Shenzhen
The Chinese leg of the tour, organized in collaboration with Veronafiere Asia, showcased the versatility of Chianti when paired with diverse global cuisines. From Italian classics to modern Chinese, Japanese, and French-inspired fusion, the wine demonstrated its remarkable ability to adapt to different flavor profiles. The Consortium President Giovanni Busi emphasized the importance of this approach: “We have encountered an incredibly curious and attentive public. The wine acts as a bridge between cultures, starting from our roots in Tuscany and opening up to new, sophisticated consumer habits in international markets.”
Prospects for Italian wine in Asia
This initiative confirms that international promotion for Italian labels increasingly relies on immersive experiences. By embedding the product directly into high-end dining services, the Chianti Consortium continues to build long-term brand loyalty and appreciation among Asian epicureans, setting the stage for future growth and deeper market penetration.