CHIANTI CLASSICO LIFESTYLE: THE SPREAD OF THE BLACK ROOSTER LABEL. FOR THE FIRST TIME IN ITALY, A WINE CONSORTIUM PUTS ITS LABEL ON MERCHANDISE RANGING FROM ESSENCES TO T-SHIRTS, NOTEBOOKS, AND MOUSEPADS

Taking home the essences of the Chianti countryside, wearing a limited edition t-shirt, taking notes on an elegant notebook with the Black Rooster seal: this is the exclusive merchandising line that is now being produced by the Chianti Classico Wine Consortium. And the ‘Chianti Classico Lifestyle’ line is a true universe of products and gadgets. This is the first time in Italy that a Consortium created for the safeguarding of a traditional Italian product has decided to create a complimentary product line that includes the Black Rooster seal of Chianti Classico.
The first objects, prevalently artisanal and produced in Italy, are already available on the Consortium’s web site (www.chianticlassico.com), where goods like a series of fragrances named “Le stagioni del Chianti” (The seasons of the Chianti), crystal calices, refined artwork, maps and guides of the territory, mouse pads, aprons, hats, t-shirts, sporting clothes, and bottle openers all imprinted with the Black Rooster symbol can be acquired. Giuseppe Liberatore, director of the Chianti Classico Consortium, explained that, “the Chianti Classico brand boasts an enormous value from a communications point of view, and is immediately recognized at an international level. The studies that we have conducted together with the most important research institutes show that it is one of the most famous brands worldwide.
This is why we wanted to extend its value, also registering it in other merchandising categories apart from wine: from clothing to kitchenware, stationary supplies, and gift items. But there is a fil rouge that unites all of the Chianti Classico products, and it is without a doubt the quality: we have subjected our suppliers to scrupulous controls, in order to ensure the maximum level of quality. In the future, the project will be further developed with the introduction of other articles – from hand-made clothing to leather goods – which will be made by Tuscan artisans, chosen in virtue of the excellence of their products”.
What is already available at the Chianti Classico Consortium’s virtual shop will also soon be available at real shops in Italy and abroad, through a distribution network managed directly by the Consortium.