The company said the change had been made because of the “aspirational cues” that the name Tuscany held for many consumers and the importance of regionality over grape variety in purchasing decisions in the UK market.
Martina Piccini, sales and marketing director, said: “When people think of Tuscany, they think of everything that’s good: beautiful countryside, warm sun, fabulous food and great wine.
“Piccini has been making bellissimo wines in Tuscany for over a century now so it makes perfect sense to let consumers know that when they buy a bottle of Piccini, they’re getting the essence of Tuscany in a glass.”
The new branding will feature at the top of all labels in Piccini’s Tuscan range, from its flagship Orange Label Chianti, which has an rrp of £5.99 to the Gran Selezione Oro Riserva at £9.99.
Piccini has around 12% of the Chianti region’s output, and is represented in the UK by PLB.