Chianti’s cockerel lucky in China

Chianti Classico’s black rooster emblem could prove key to unlocking sales for the wine region in China.

Speaking to the drinks business at the HKTDC Wine & Spirits fair on 9 November, Tommaso Alessandri, sales and marketing director at Chianti Ruffino, expressed his belief in the power of the symbol in Mainland China.

“The rooster is a sign of good luck in China and it provides an opportunity for Chianti Classico,” he said.

Kit Wong, assistant brand manager at ASC Fine Wines Hong Kong, who represents Ruffino in Asia, agreed with Alessandri, stressing the “eye catching” nature of the logo and its potential impact in China.

The black rooster, or gallo nero, has been the emblem and seal of the Consorzio Chianti Classico since 2005 and was prominently displayed at this year’s wine fair in Hong Kong.

The rooster is one of the twelve signs of the Chinese zodiac and it is a Chinese symbol of honesty.

It also signifies fortune – as well as bossiness.

Wines from Italy are already proving increasingly popular in the Far East, lead by leading Super Tuscan labels Sassicaia, Ornellaia, Tignanello and Tua Rita, although famous Barolo producers such as Conterno and Voerzio are also increasingly in vogue in Asia.

It’s widely felt that Italy will follow France when it comes to fine wine sales success in Hong Kong and Mainland China.

Click here for more information on Chianti Classico’s black rooster.