Don't blame me. I didn't start it. I'm just the messenger.
I am not saying that I agree with this practice, only that I do see the reasoning behind it. 'Chianti' is being marketed as a low-priced 'quality' wine if that makes any sense to you. I was just in a grocery store and saw 'Chianti' from Banfi and Ruffino selling retail at $8.99. When you consider what's in the bottle is probably better than most $8.99 wines (from California, Chile or Australia) I think the strategy makes some sense: the consumer learns to equate 'Chianti' with value and quality. When he wants something better, there are the 'Classico' and 'Riserva' upgrade options. I saw one Classico Riserva selling for $17.99, which is again probably a good value. Others were at $25 or so.