May 14, 1924, is one of the key dates for the Consorzio Vino Chianti Classico: it was on this day in Radda that the Consorzio per la difesa del Vino Tipico del Chianti e della sua Marca di Origine was founded, later renamed in 1968 as the Consorzio Vino Chianti Classico.
From 1924 to 1927, the President of the Consortium was Italo De Lucchi, and below is one of his famous quotes, delivered in April 1926, when the President was explaining to still-reluctant members why it would be in their best interest to purchase the Black Rooster labels to affix to their bottles.
Here are the words of Italo De Lucchi:
“If the buyer does not request the label, it is we who must send it to them, because circulating our wine even in nearby areas spreads its reputation and makes it known to all who come into contact with it. Whether they are transport workers, railway staff, tax and customs officials, or even the smallest consumers, those to whom our wine may be given as a gift, or those who come into contact with it even out of mere curiosity, we are creating in them a number of free advertising agents to our advantage.
It is a fundamental axiom of advertising that it must be repeated, that the public must come to know the existence of a product and instinctively associate its name with that of its producer.”
This is one of the earliest lessons in wine marketing, ahead of its time and showing the path of a great collective adventure!