The Consorzio del vino Chianti Classico, the body in charge of promoting wines from Italy's Chianti region, is targeting UK off-licence chains in a bid to boost sales.
A trade campaign will launch on 19 May with a tasting at Somerset House in London. This will be followed by a consumer drive, including a weekend of in-store sampling in multiple off-
licences in September.
"The UK is very important for us and this campaign shows our ongoing commitment to this market," said Consorzio president Marco Pallanti. "We are aiming at national off-licence chains to continue to support Chianti in the UK."