Chianti Classico or a Praise of Moderation: The Chianti Classico Wine Consortiumis launching a new campaignon responsible drinking (click for video)
In recent years, health concerns and stricter driving restrictions have instilled in consumers a wise instinct for moderation in alcohol consumption—an instinct that should not be confused with, or lead to, unnecessary alarmism.
If the good life is the hallmark of Mediterranean civilization, so too is the maxim that adorned the pediment of the Temple of Apollo at Delphi, “never too much,” alongside the far more famous “Know thyself.”
Indulging in the pleasures of the palate (or the senses?) with the right sense of moderation is therefore a maxim that has accompanied us for millennia, alongside the consumption of wine.
The idea for a new communication campaign stems precisely from the European Union’s directive to accompany promotional activities for wine products it funds with the phrase “drink responsibly.” Rather than reducing it to a mere disclaimer, the Chianti Classico Wine Consortium chose to make this message central, building an entire promotional campaign around it.
The video ad, which serves as the main medium, seems to depict an evening inexplicably cut short: melancholic scenes of the end of a dinner for two away from home, with a bottle of wine—opened and half-drunk—standing out in the foreground on the now-empty table.
But here’s the question: why leave it behind?
After an experience filled with sharing, flavor, and a communion of the senses, why part with that bottle that has accompanied us so well throughout the evening?
The solution—which suggests not giving up a modest glass of wine (Gallo Nero, of course)—is to take the bottle home with you.
To make this easier, restaurants in the region and those in the Florence and Siena areas will be provided, free of charge, with single-bottle boxes (the Chianti Classico To Go boxes) and a branded cork, allowing their customers to enjoy the wine in moderation during the evening, but rather take this precious liquid—the fruit of the work and passion of Chianti’s winemakers—home with them for the near future.
As an ancient Roman would say, prosit!
The campaign can be viewed on major social media platforms (Facebook, Instagram, and YouTube), on the consortium’s accounts (@chianticlassico), and has a dedicated page on the website chianticlassico.com at the following address: https://www.chianticlassico.com/marchio/campagne/perche-lasciarci/.
