With the claim Wine is culture, the consortium of Chianti Classico signed the 33rd edition of the Chianti Classico Collection, at the Stazione Leopolda in Florence. President Giovanni Manetti’s speech explains this relationship between Chianti Classico and culture and recounts the stages of a territory’s success.
The concept “Wine is culture,” made symbolically evident by the large three-meter-tall Bacchus. Welcomed visitors to the Leopolda during the two-day Black Rooster event, was echoed in the words of Chianti Classico Consortium President Giovanni Manetti.
Indeed, it was in a context of enthusiasm, participation and cultural vision of wine that Manetti’s speech was inserted. Outlining the meaning and perspectives of an event that represents not only a moment of tasting, but the synthesis of a year’s work in the vineyard and cellar and the expression of a territory that makes its cultural identity its hallmark.
President Giovanni Manetti’s speech
“Culture is a word derived from the Latin verb colere, to cultivate the land. Metaphorically transposed to the cultivation of the spirit. Wine is culture because it is thanks to wine that natural resources and the beauty of the landscape are safeguarded. Wine also contributes to the enhancement of the artistic and architectural heritage of the producing territories. In addition, wine is culture because it allows the confrontation between communities and the meeting of people.Wine is sociality and conviviality.
Chianti Classico, a synthesis of history and beauty
In Chianti Classico this close relationship between wine and culture finds its greatest realization being a place of rare beauty, well shaped and preserved by the winemakers guardians and hinge between the two capitals Siena, queen of the Middle Ages, and Florence, cradle of the Renaissance. The wine we have been producing for centuries is the fruit of knowledge handed down over time with wisdom and passion and has always been the true flag of Italy in the world.
A complex time for the industry
The Chianti Classico Collection is an annual opportunity to take stock of the state of health of the denomination. Today we are navigating in troubled waters: continuing conflicts, health attacks criminalizing wine consumption, and declining consumer purchasing power outline a scenario full of critical issues and uncertainties.
The strategic weight of North America
Despite this context, Chianti Classico is enjoying good health, as the numbers show. Sales increase by more than 1 percent in volume and 2.6 percent in value over 2024. Sales in the United States, the appellation’s historic first market, are growing, with its share rising from 36 percent to 37 percent. Despite duties rising to 15 percent. This is a highly significant result, considering that Italian wine sales in the U.S. have declined by more than 10 percent. And that only three appellations register a positive sign, including Chianti Classico. A tangible sign of the attachment of the American consumer, who has not given up on our wine.
The United States and Canada together account for 49 percent of the market: one out of every two bottles crosses the Atlantic.
Quality, investment and teamwork
I like to think that these excellent performances of Chianti Classico on the market are the result of the great efforts and investments made by all the winemakers to constantly raise the quality of their wines, which are increasingly appreciated also by the new generations, and also by the reforms introduced and the great work of the Consortium on the marketing and communication front, with events and activities in presence every year in key markets.
Looking ahead with determination
However, we must not settle. The moment is difficult and no relaxation is allowed. We must keep the bar straight in the direction of quality and authenticity, continuing to work together cohesively and with passion. I am sure that the future of Chianti Classico will be more and more successful.
Long live Chianti Classico!“
The numbers of a successful event
There were 223 member producers of the Chianti Classico Wine Consortium present in 2026, confirming the event’s ability to represent all the nuances of the appellation year after year.
The participation of the press was also extraordinary, with nearly 400 accredited journalists from 23 countries, and of trade operators: 1,500 Italian professionals, joined by a significant presence of buyers and trade from northern and northern Europe, as part of a strategy of consolidation in mature markets.
The opening to the public was also a great success, with 500 enthusiasts from all over Italy taking part in the world’s largest tasting dedicated to Chianti Classico.
