By Rosina Fracassini and Sebastiano Pedani
Expo Chianti Classico is one of the most celebrated food and wine events in Tuscany, and beyond, dedicated to the celebration of Chianti Classico wine and its territory. Every year, over 20,000 wine enthusiasts, industry experts, and tourists gather to participate in tastings, seminars, and other activities that highlight the region’s excellence.
This festival originated in the early 1970s, a period when Chianti Classico was gaining increasing international recognition. The initial idea for what is now Expo Chianti Classico came from a group of producers, enologists, and local administrators who wanted to create an event dedicated to promoting the region’s flagship product. They were aware of the tourism and economic potential of their product and sought to create an event where producers could present their wines, meet potential buyers, and exchange knowledge and experiences.
Over the years, the event has grown in size and prestige, evolving from a local gathering to an event of international significance. Expo Chianti Classico is not only a showcase for wine but also an important occasion to promote the culture and traditions of Tuscany. The event significantly contributes to the local economy, attracting tourists and creating opportunities for businesses in the sector.
During the event, visitors can participate in a wide range of activities. The guided tastings are among the most anticipated moments, but there are also interesting seminars and conferences. Additionally, there are opportunities to discover local gastronomy, with stands dedicated to typical products and dishes of the area, as well as crafts and art. Participating in this event means immersing oneself in a unique experience where tradition meets innovation, and every glass of wine tells a story.
BEHIND THE SCENES OF EXPO CHIANTI CLASSICO
Behind the scenes of Expo Chianti Classico is a fascinating story. Initially called the “Grape Festival,” the event was later renamed the “Market Exhibition” and subsequently the “Chianti Classico Review.” In 2010, on the occasion of the 40th anniversary, the name changed again to the more international “Expo Chianti Classico.”
In the early years, the wines were exhibited by large wineries, often owned by Chianti nobility. The main promoters were members of the “Lega del Chianti.” The stands, with their rustic appearance thanks to the use of straw, jute, and wood, were furnished with furniture and utensils from the large estates, while producers and charming local girls hosted, creating competition between stands for aesthetics and appeal.
With the transition to the “Market Exhibition” and the event’s growing popularity, a more structured management became necessary. It was in this context that the Consorzio Chianti Classico began to play a more active role, bringing resources and expertise. This led to a period where the square filled with white, more neutral and technically professional stands. This choice aimed to downplay the structural spaces and highlight the event’s absolute protagonist: the wine. Tasting began with a careful visual inspection, following international tasting rules. Inside the stands, a sommelier illustrated the product’s characteristics, providing a technically correct tasting experience aimed primarily at industry experts.
At the beginning of the new millennium, the stands changed again, becoming a perfect blend of the first and second versions. Wooden gazebos and more rustic materials were used, combined with white cloths and tablecloths, as per the taster’s regulations. The big novelty of this new course was the return of the producers to the square, who once again became the protagonists of the event, guiding visitors through the tasting experience with their knowledge, attention, and love for their product. The various stations were also marked by colored signs corresponding to the different UGA (Additional Geographical Units), helping visitors navigate an extensive territory comprising eight municipalities.
In addition to the 64 stands of participating farms, a Consortia Pavilion of the Consorzio del Chianti Classico is set up, where wines sent by producers not present with their own stand in the square are tasted with the guidance of professional sommeliers. This further expands the opportunity to showcase the entire Chianti Classico territory, providing visitors with an increasingly comprehensive overview.
Today, Expo Chianti Classico represents a privileged meeting point for all lovers of wine and good food. Its history, marked by passion and dedication, testifies to the deep connection between the Chianti Classico territory and its wine culture.
This year, Expo Chianti Classico is scheduled from September 5 to 8, 2024 (always the second Sunday of September), with a rich program of events parallel to the square tastings, making the event more accessible to all age groups: music, shows, art exhibitions, concerts, and much more. This year, many initiatives will be dedicated to two important anniversaries: the 500th anniversary of Giovanni da Verrazzano’s journey, which led to the discovery of present-day New York Bay, and the 100th anniversary of the Consorzio Vino Chianti Classico!
We look forward to seeing you in Greve in Chianti. Don’t miss this fantastic experience!
Some Numbers from Expo Chianti Classico:
- Over 300 labels available for tasting
- 64 producers in the square
- 10,000 glasses sold
- 20,000 attendees over the 4-day event
The Chianti League: A Brief Historical Note
The Chianti League was established in 1384 by the Republic of Florence to administer and protect the Chianti territories, including the municipalities of Radda, Gaiole, and Castellina. The nobles of the League, besides having administrative and military roles, were often vineyard owners and wine producers. Their knowledge of the territory and viticultural practices played a crucial role in developing the region as a renowned wine area.
The Founding of the Chianti Classico Consortium
The Chianti Classico Consortium was founded in 1924 in Radda in Chianti with the aim of protecting, promoting, and enhancing Chianti Classico wine. This organization brings together Chianti Classico producers, setting quality standards and guaranteeing the authenticity of wines produced in the historic Chianti area.
And What Are the “Edicoles”?
During the period when direct producers could no longer showcase their wines in the square, “edicoles” were born: sorts of tabernacles placed here and there in the square, where bottles could be displayed for advertising purposes but could only be purchased in local wine shops and not within the fair.
Curiosities
Every year during Expo Chianti Classico, some “eminent citizens” are named for having brought the name of Greve in Chianti to the world. The mayor himself, reading from a scroll, awards this honor to the chosen ones.
50 Years… or 52?
Expo Chianti Classico would have celebrated its 50th anniversary in 2020, a year marked by Covid. To maintain the tradition, the event still took place, albeit in a highly contingent manner and with all the safety measures in place, thanks to the immense work and endless passion of the organizers. Therefore, the 50th anniversary celebrations were held in 2022.
Not Just Wine
Expo Chianti Classico is an increasingly comprehensive event. In the various squares of Greve, you can find stands of local gastronomy, cultural events, and street bands. An interesting guided tasting of extra virgin olive oil is held in the City Council Hall, allowing you to alternate between tasting Chianti Classico wine and the equally famous olive oil.
Info: Comune di Greve in Chianti – Ufficio Promozione Turistica del Territorio / Tel +39 055 8545271
expochianticlassico@gmail.com