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The marketing and communication office is involved daily in promotion work aimed at boosting and consolidating the image of Chianti Classico wine and its historic Black Rooster symbol worldwide. Its many undertakings, which embrace the main branches of communication, are developed and created on the basis of a strategic marketing plan that pinpoints various types of markets according to the level of Chianti Classico penetration. Forms of communication and marketing are tailored to market type and reference target in order to reach set goals. The most recurrent are participation in international wine shows addressed to sector operators, Black Rooster label events with member companies as participants, organizing co-marketing and sponsorship efforts designed mainly for final consumers.
Along with this goes daily integrated-communications work giving the Consortium its own coordinated image, press office activity maintaining contacts with journalists all over the world, and in-house communications to get Consortium members involved in various promotional activities. In addition, the marketing and communications office handles institutional relations with public and private organizations and interrelates with local organizations (associations, communities, universities, etc.) for cooperative efforts in training and education on Chianti Classico wine and its reference territory.