From 1997 to 2000, Gherardo Ungarelli held the prestigious position of President of the Consorzio del Marchio Storico – Chianti Classico. During his tenure, he led with vision and determination through a pivotal period for enhancing the value of this iconic wine, charting a course that would influence market dynamics and the relationship between wine and consumers.
In an interview from June 1997 for the quarterly magazine Il Giornale del Gallo Nero, Ungarelli stated:
“Wine consumption habits are radically changing. From regular consumption, we are moving towards occasional consumption. The glass of wine that once regularly accompanied every meal is now enjoyed only on special occasions. People are drinking less but drinking better: a new trend that will increasingly benefit our Chianti Classico, capable of combining enological excellence with a strong identity tied to a specific territory and its great history.”
With these words, Ungarelli captured one of the most significant transformations in wine consumption, foreseeing a trend that would establish itself globally in the decades to come. The shift from regular to occasional consumption represents a genuine revolution, not only in eating habits but also in the cultural and symbolic role of wine.
Today, as Ungarelli predicted, people drink less but better. Quality has replaced quantity as the prevailing standard, and the Chianti Classico has emerged as a symbol of enological excellence. This success is rooted in its unique ability to combine product quality with a strong territorial identity. Every bottle tells a story that transcends taste, evoking the traditions, landscapes, and people that make the Chianti Classico a cultural and sensory experience.