Tuscany Taste: A Unified Brand and Vision

Tuscany Taste Butterfly

After a record-setting 2011 when the export of Tuscan wines exceed the €659 million mark, as well as increased competition from producers such as California, Argentina, Australia, New Zealand, South Africa, and Chile and quickly expanding markets such as those in Brazil, China, and India, five Tuscan wine regions have combined their marketing efforts to form The Tuscany Taste project. Tuscany Taste, developed by by the Lorenzo Marini Group for Toscana Promozione, is comprised of Chianti, Chianti Classico, Brunello di Montalcino, Nobile di Montepulciano, and Vernaccia di San Gimignano, At wine exhibitions, festivals, and shows, Tuscany wines will use one single image, the Tuscany Taste butterfly, to promote and sustain Tuscan culture, heritage, and product quality. The next step will be adding a tag with the Tuscany Taste symbol on all Tuscan wine bottles sold abroad to emphasize origin and quality.

Tuscan products package
Tuscan products package

The Best Tuscan Wine Lover Awards 2013, which I covered in a previous post, is part of the launch of this new initiative. If you haven’t entered, please don’t hesitate. All you have to do is read the official participation rules, download the Tuscany Taste logo, print it color, take your best photo with the logo, and post it on the Redazione Toscana Promozione Facebook fan page. Each of the three winners will receive a Tuscan products package and a printed plate.

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