China to recognise Black Rooster emblem

Italy’s Chianti Classico region is expected to receive Chinese trademark rights for its Black Rooster emblem this year, as it gears up for anticipated sales growth in China’s Year of the Rooster.

The news comes about a year after the Chianti Classico Wine Consortium first started the trademark registering process in China in 2016 for its emblem’s translated Chinese name – 黑公鸡  – as well as Chianti Classico’s denomination date, 1716, according to a report by WineITA.com, a Chinese website supported by Italian government and the consortium to promote Italian wines.

The move is expected to help boost Chianti Classico’s brand reach and protect its name in China, where Italian wines account for less than 6% of its total consumption. Only 2% of Chianti Classico’s total wine production was exported to China in 2016, the report said, prompting the consortium to step up promotion efforts in the country.

Sergio Zingarelli, president of the consortium commented: “We will complete our trademark registration this year in China. This means that we can use the Chinese trademark on our Chianti Classico trophies, and producers in the region can use our emblem and Chinese trademark on their label.”

“Getting trademark for our Black Rooster’s Chinese name in the Chinese lunar Year of the Rooster represented bright prospects and good wishes for Chianti Classico’s development in the China market. Another symbolic meaning of the rooster is that it crows for the break of the day. We really hope that we will open a new chapter for Chianti Classico in China, and unlock our region’s potential and inspire more interests on Italian wines.”