(Drinksint) - The Chianti Classico Wine Consortium has founded a company that will handle marketing for the denomination. This is believed to be the first time a wine producer consortium has used such a way to meet new market challenges. The revamping of the denomination also includes a restyling of the Black Rooster trademark and introduction of a new category at the summit of the Chianti Classico qualitative pyramid. The primary aim of the Chianti Classico Co, wholly owned by the Chianti Classico Wine Consortium, is to add value and promote the Chianti Classico’s distinctive Black Rooster trademark.