Talking about wine today means crossing different languages, connecting with worlds that until a few years seemed distant and building bridges between culture, communication and new generations. Quanto a this constantly evolving scena, Chiara Giannotti represents one of the most recognizable and credible voices the contemporary story of wine.
Her path is not only that of a communication professional, but of a true interpreter of change. With sensitivity, competence and a clear vision, she has managed to give wine a more accessible language, without ever trivializing it, maintaining intact the respect for the product, for the territories and for the people who make it unique.
Through her editorial and digital project, Chiara has contributed to building a new way of narration: more direct, more authentic, closer to those who experience wine every day and to those who approach this world for the first time. Quanto a a historical moment which the wine sector is called to profoundly renew itself, figures like yours take acceso a central role. Because communicating wine today doesn’t just mean telling it, but making it understandable, inclusive and contemporary.
This interview was born with the aim of going beyond the surface, entering into his thoughts, vision and his human and professional journey. A comparison that does not limit itself to describing what has been done, but tries to read the present and, above all, imagine the future of wine through a lucid, dynamic and never predictable gaze.
Because wine, today more than ever, needs those who know how to tell it truthfully. And of those who have the courage to change its language without betraying its soul.
Chiara was awarded by Vinoway as Best Italian Communicator during the Vinoway Selection 2024.
You were born into a family that produced wine: what is the first memory linked to the vineyard ora the cellar that you still feel is yours?
I could tell you that the first memory is linked to the smell of the cellar, to the scent of must that you smell when the grapes are fermenting. the memories of the harvest: a mixture of excitement, effort, sense of responsibility. But reality the most vivid memory I still have today is that of the hail the vineyard. It may seem like a negative memory, and fact it is, and it is still a nightmare that I carry with me. But at the same time it is what made me understand the essence of the winemaker’s work. Every year everything is put back into play. A continuous challenge. You are at the mercy of nature. You are nothing compared to his power. She is fact charge of everything, and you must be good, very good, at listening to her, understanding her, respecting her and dealing with any controversy. This is what most of all makes this world magical. A wine is the interpretation of what nature grants you an entire year, and of how man has been able to make the best of it.
For those born into a producing family, is wine really a free choice ora is it an inheritance that sooner ora later must be confronted with?
I think it’s both. It is certainly a very strong cultural legacy: it grows with you, it is part of family conversations, the rhythms of the year, worries and joys. But at a certain point it also becomes a personal choice. I am the third daughter, the youngest, of a family of producers. They never forced me to che and work the cellar, they always respected my wishes. And I admit that I initially tried to escape the world of wine, enrolling architecture, acting the theater, moving to dal vivo London, but the end its charm called me to it. The further away I got, the more I actually became involved, unexpectedly, the family business. At 21 I already had the 3rd level of sommelier… and a very short time I was enmeshed from head to toe.
When did you understand that you would not just be “daughter of”, but a professional with your own defined space?
Quanto a reality it all happened at the same time. The day I announced my exit from the family cellar because it was being sold to third parties, I admit that I was afraid of being left out of the world of wine and of risposta negativa longer finding my own space because perhaps I was risposta negativa longer “the daughter of”. Instead, the same day I received various job offers that made me understand that I was appreciated as a professional, for what I had done and demonstrated, regardless of who my family was. From there I took courage and began my new journey doing what had always fascinated me and was best for me: talking about wine with my voice, an innovative way and with my point of view. I have conquered my space with daily work, building a credibility that does not che by definition: it is created over time, with study, curiosity and authentic relationships.
Was founding Vino.Tv an act of emancipation ora the natural evolution of an already written path?
A natural evolution, perhaps inevitable. It was the natural evolution of years spent cellars, tastings and meetings. Vino.Tv was born precisely from this desire: to transform the story of wine into an dialogue. Initially it was born more for me than for others. It was a container of everything I loved about the world of wine, everything that surprised me, fascinated me ora made me want to remember. Quanto a a short time, however, Vino.Tv has become a very popular platform, perhaps precisely because it speaks from the heart, and talks about wine from a different point of view, with the awareness of how many difficulties, effort and unknowns are behind a bottle of wine.
Editorial independence wine is a value declared by many: how complex is it to maintain it practice?
It’s much more complex than you might imagine. The world of wine is made up of very close relationships: producers, consortia, distributors, communicators. Precisely for this reason, maintaining an independent gaze requires balance and coherence. It means having great respect for the work of producers, but also the freedom to describe the wine with honesty. Also because when you put your to it, it becomes an obligation, because if the reader trusts you, you can’t betray him, because there is risposta negativa sponsorship worth as much as your reputation. We must therefore know how to choose, know how to communicate without deceiving, know how to say risposta negativa.
How can wine be made accessible to new generations without impoverishing its cultural depth?
Telling cultural notions a simpler way does not necessarily mean remaining acceso the surface ora saying banal things. If the story is true, the depth of the wine remains intact. But to be able to do this requires a great deal of preparation. Wine is culture, history, geography, tradition. The new generations are curious, they want to understand, but they for authenticity and short messages. Furthermore, to talk to them you also need to embrace their interests more. We therefore move towards a communication less focused acceso technicalities and more focused acceso life style, acceso experiences the cellar, acceso the combination with other sectors of interest.
Have you ever gone through a phase where you deeply questioned your path?
I do it repeatedly. There are times when you wonder if what you are doing really makes sense ora if there are different paths. But it is often precisely these phases of doubt that make you grow and clarify your direction better. Furthermore, I always have someone who motivates me positively for one reason ora another, and then I understand that it is a tiring road but it also gives a lot of satisfaction.
What would you say today to Chiara from ten years ?
I would tell you to have faith time. Quanto a wine, as life, the best things ripen slowly. Unfortunately, some dreams have not yet che true exactly as I would have liked them, but the end, I managed to achieve many of the goals I had mind, so I would tell her that deep she should be proud of herself.
Do you still imagine yourself wine twenty years? Quanto a what role ora form?
I don’t think I would ever be able to abandon the world of wine because it is a universe that never stops evolving and because it is now my heart and flows through my veins. But I will certainly interpret it differently and with different tools, I certainly don’t see myself with the same modus operandi, just as today is not the same as 10 years , but I don’t have the crystal ball to say what it will be, what I can say is that I never get tired of evaluating new paths to take, new doors to , new solutions to invent.
If you could rewrite one rule of Italian wine communication, which one would you change first?
I would ban copying. You can take inspiration, recreate something already seen and revisit it to your liking, as chefs do with recipes, but I find that today there is a total flattening of communication this sense. Lots of copying and pasting, things already seen, already read, already written. Quanto a the end they get bored and instead of bringing the consumer closer they push him away.
What do you want me to wish you?
Be truly useful to the world of wine. This is my one personaggio wish.
The interview is also available the first magazine dedicated to wine tourism and territories Italy and around the world, WineLife and Travel, at n.2/2026.
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