"Our Chianti Week debuts in May" – The Consortium reveals its plans to win over younger consumers

His official debut will take place at Chianti Lovers & Rosso Morellino, the event scheduled for 19 February at Florence’s Fortezza da Basso. However, the new Director of the Chianti Wine Consortium, Saverio Galli Torrini, already has clear objectives for his new role: more business and less storytelling, ideally with the green light for Gran Selezione by the end of the year, as he explains in the interview below. After all, he was chosen precisely for his pragmatic approach: in his various managerial experiences—in both public and private sectors—he has never previously held positions in the wine industry.

What aspects of your previous professional experience will you bring to the wine sector?

I will bring a more managerial and less technical vision, which is why the Board of Directors entrusted me with this role. I don’t come from the wine world, and this allows me to take a more entrepreneurial and market-oriented approach. The Chianti Consortium does not sell wine directly, but it must put its member companies in the best possible position to do so.

From your pragmatic perspective, what mistakes do you think have been made in the past?

I believe that the wine sector, over the years, has focused heavily on storytelling and technique, sometimes neglecting the commercial aspect. My goal is to strengthen the business side, facilitating access to new markets and making promotion more effective.

In your inaugural speech, you mentioned "new challenges" related to changing consumer habits. Have you considered lowering the alcohol content, as other denominations are doing?

This could be an issue to address in the future. In any case, any changes to the production regulations will be a decision for the Board of Directors.

And what about dealcoholised wines? If it became a viable option, would you consider it?

Since current regulations do not allow it for DOP and IGT wines, it is not a topic on our agenda.

Have you been affected by the general decline in wine consumption?

The general decline in consumption has had an impact, but in our case, it was largely linked to a reduction in production. The 2023 harvest was well below average: production usually ranges between 810,000 and 850,000 hectolitres, but last year we saw a 30-35% drop due to phytosanitary issues such as downy mildew. This inevitably affected product availability rather than sales per se, which were actually 60,000 hectolitres higher than production.

In any case, this is not an easy period, especially for red wine consumption. What strategies will Chianti adopt to maintain its appeal?

Our main mission remains the promotion of the Chianti designation abroad. The Consortium has planned participation in numerous international events and fairs for 2025. This year, we are also investing in so-called emerging markets, such as India and some African countries, which could offer new commercial opportunities.

Is it still worth investing in countries like China, which many consider an "eternal unfulfilled promise"?

Absolutely. China is a key market due to its enormous population and potential growth in wine consumption. It’s true that the Chinese market has not yet delivered the expected results, but we must remember that Chianti only entered this market about a decade ago. Furthermore, the pandemic slowed progress for at least three or four years. The Consortium firmly believes in the recovery of the Chinese market and will continue investing in promotions and events to strengthen our presence there.

Regarding the U.S. market, are you concerned about the tariffs announced by Trump? Have you also seen a surge in sales in recent months due to stockpiling?

We have not recorded a surge in sales in recent months. Naturally, like the entire wine and agricultural sector, we are monitoring the potential tariffs closely, as they could impact exports. However, for now, these are merely political statements rather than actual measures.

Let’s talk about Chianti Lovers, which is coming up soon. Why the decision to close the event to the public? Isn’t that counterintuitive to a more popular approach to wine?

On the contrary. This year, we decided to make the preview a trade-only event because we are working on an ambitious public event in May—an open, travelling Chianti Week in the city. But I won’t reveal too much just yet…

In that case, let’s change the subject: how is the approval process for Gran Selezione progressing? Will there be any updates within the year?

The amendment to the production regulations introducing the Gran Selezione designation has been under approval by the Ministry of Agriculture for over two and a half years. We are waiting for further updates and hope that the matter will be resolved by the end of the year, allowing us to have an updated and approved production regulation.

Has an agreement been reached with Chianti Classico, which opposed this change?

I have been in office since 1 January, and I am not aware of any formal opposition from Chianti Classico to the introduction of this new designation. As Director, my priority is to ensure that we receive timely responses from the Ministry, which—along with the Regional Government and the European Commission—is the only authority responsible for approving the amendment.