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Published:  23 July, 2008

Chianti Classico is to benefit from its first sustained promotional investment in the UK since 1999. The two-year campaign - under the banner of the Black Rooster Wines Campaign' - will target both the on- and off-trades as well as the consumer. Named after the ancient symbol of Chianti Classico - which adorns the front of every bottle - the campaign will be handled by Eviva PR. Giovanni Ricasoli-Firidolfi, president of the Chianti Classico Consorzio, commented: The UK is currently the fourth-largest export market for Chianti Classico, accounting for 12% of our exports. We feel that the time is right to raise the profile of Black Rooster wines among the UK trade and consumers and grow the category of Chianti Classico in this influential market.' The campaign will focus on raising UK trade and consumer awareness of the region's wines and aims to create a strong association between the Chianti Classico Black Rooster Wine brand and the Tuscan lifestyle, landscape and heritage from which it originates.'