The Consorzio Vino Chianti Classico will continue to educate the trade and consumers about the region and its wines throughout 2008.
A major trade tasting will be held on May 19 at Somerset House in London before the campaign continues at the London International Wine Fair later that week.
A weekend of in-store tastings will also take place in a number of branches of off-licence chains in September and neck seals featuring the black rooster – a guarantee of the wine's authenticity and quality – will form the backbone of consumer communication.
Consorzio President, Marco Pallanti said: "The UK is a very important market for us and we feel this new campaign shows our ongoing commitment to this market.
"Following the national promotion we ran in the independent sector in January, we will be focusing on the national off-licence chains to continue to support retail listings of Chianti Classico."