We know that celebrity endorsement sells. After all Newman's Own is still alive and well. So step aside for Gordon Sumner (aka Sting), who is about to flood our shelves with some candle holders in the shape of Chianti (I always think of the fiasco, the classic squat bottle in a basket).

His Tuscan estate will be producing up to 30,000 bottles a year, from where they have already been selling olive oil and honey...gosh he is a busy bee.

We were warned this would happen when their first vintage was made back in 2007 and needed 3 or so years before being sold http://www.foodandwine.com/articles/sting-and-trudies-tuscany-an-organic-tale .

I may sound a bit cynical about the whole celebrity endorsement thing, but unlike some others, it sounds like Gordon is pretty hands on in his estate, and is passionate about producing a great product which gives back to the environment. Also having Sting (presumably not Gordon Sumner) emblazoned on the label may well increase general wine enthusiasm, which will hopefully have a positive effect on the industry.

Am I a Chainti fan? Well my Chianti experiences have been a bit hit and miss. Mostly I like it, but I always seem to get confused with Chianti.

The region wallows in Tuscany in a pretty imprecise way and has had large expansion from the original Classico area that defined Chianti. On top of that there are all the different quality controls, DOC,DOCG and DO to remember. Now Chianti has to be at least 80% Sangiovese grape, where as years ago it had to contain a proportion white grape in the shape of Malvasia Bianca, but this was phased out (sounds like rose) .There are also other red wines not termed as Chianti from Tuscany, which could in theory be Chianti.

Basically some studying is required before picking a good 'un.

Gordon is reported as going to sell a Chianti DOC and a Sangiovese rich Tuscan red. I am sure they will be organic and I am looking forward to trying one. The 'Message in a Bottle' puns will be forthcoming at dinner parties.

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