Italy's Chianti wine region has successfully registered its name in Chinese with China's Trade Mark Office. The official Chinese name of the Tuscan wine is now "施安蒂", pronounced as Shi-an-di which has very similar phonetics to its original name.
The new official Chinese name will be printed on labels for Chianti wines to be exported to the Far East.
Giovanni Busi, President of Consorzio Vino Chianti, said: “Having this trademark registered is a big leap forward to us, it proves that we are rooted in the Chinese market."
"China has a population of 1.3 billion, it is a market with huge potential. Chianti wines are popular in China now, they will be even more appreciated in the future.”
“This is an important step for us, towards realising our long-term plan of internationalisation,” added Busi. Consorzio Vino Chianti will in next month host events in Beijing, Shanghai, Guangzhou and Shenzhen to promote its official Chinese name.
As part of their efforts to step up promotions in China, Consorzio Vino Chianti has also set up the Chianti Academy in Guangzhou to educate and qualify new experts on Chianti wines.
The academy was established in partnership with Guangzhou-based Interwine, a Chinese wine trade marketing company and a partner with Consorzio Vino Chianti for several years.
According to data from Italian business research company Nomisma, export of Tuscan wines, of which Chianti wines belong, to China has increased 11.3% in a year whereas the Italian wines in general have managed a mere 3.3% increase.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)