EU FUNDS 3-YEAR CAMPAIGN TO PROMOTE G.I. WINES IN MAJOR ASIAN MARKETS
By Siulan Law Mathews DipWSET
Source: European Wine Ambassadors campaign
A European Union funded campaign will see producers from Spain, Italy and Greece to promote their geographically protected wines in major Asian markets including China, Singapore, South Korea and Taiwan between now and 2024.
Called the European Wine Ambassadors campaign, the effort is a collaboration between the Interprofessional Wine Council DO La Mancha of Spain, Unione Consorzi Vini Veneti of Italy and and the National Interprofessional Organization of Vine and Wine of Greece.
The campaign will focus on raising the awareness among wine professionals in the targeted Asian countries on the European systems of quality and origin protections, including the systems of protected designations of origin (PDO) and protected geographical indication (PGI).
Through conducting education programs and masterclasses for importers, distributors, the press and hospitality workers, the European Wine Ambassador campaign also aims at increasing their understanding on the core concepts of sustainability, biodiversity and specifics of ecosystems.
The main aim of the campaign is to raise the perceived image of wines from the three European regions, and more generally that of the protected products from the EU and the Mediterranean.
La Mancha is a Spanish protected region for wines, with over 190,000 hectares planted in vines, it is the largest continuous vine-growing area in the world.
The Unione Consorzi Vini Veneti represents the Italian wine region of Veneto. It coordinates the production regulations and marketing of Veneto wines. It also combats frauds and abuses that damage the reputation of their brands.
The National Interprofessional Organization of Vine and Wine of Greece represents the interests of Greek wine producers who have reinvented themselves in the last three decades by turning a relatively traditional agricultural sector into a cutting-edge entity in today's wine world.
The total amount of funds from the EU for this project is not immediately known, but it is known that the campaign will last for 3 years from 2022 to 2024. It will involve promotion activities in the markets of Mainland China, Singapore, South Korea and Taiwan.
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