Chianti gets a new name for Chinese market

Consortium registers label meaning 'health to the emperor'

Chianti gets a new name for Chinese market

Florence, December 20 - Tuscany's world-famous wine Chianti has had a name change for the Chinese market, President of the Consorzio Vino Chianti Giovanni Busi said on Thursday. "To avoid mistakes or fraud we decided to register the trademark in China with a Chinese name," Busi said. Starting last week the Chinese character reading 'Kang Di' in Mandarin, meaning 'health to the emperor', became the name that will grace the bottles of Chianti ready to line the shelves for local consumers. "This idea was born after we realized that Chianti labels in Chinese often showed up with very different translations and were causing confusion among consumers," Busi said.

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