PDO/PGI WINES FOR EU'S INTERNAL MARKET

This proposed project is a joint effort between two of the most preeminent wine associations in Europe, in terms of national production and representativeness: OIVE (the interbranch organization of the Spanish wine industry, representing approximately a 85% of the national wine production) and VINIPORTUGAL (the interbranch organization of the Portuguese wine industry, representing approximately a 69% of the national wine production).

As such, both will integrate a consortium led by OIVE, with VINIPORTUGAL as a beneficiary, launching a campaign that aims to promote the concept of European quality-schemes, by using the wines of Spain and Portuguese as representative products. As a project focused on the internal EU market, this campaign would seek as well to promote a message of responsible and moderate consumption, portraying wine as a product of excellence and of deep European tradition. These objectives also have, as another parallel goal, to increase the competitiveness of the wine industry within the Iberian peninsula.

A mix of promotional and informative activities has been designed through a strategy adapted to each target country and target groups: consumers and professionals. The activities chosen for the program have been: Public Relations events, web and social media , advertising (print), events such as seminars, study trips to Europe and other events (educative weeks and congresses).

This plan has been structured through a total budget of €2 168 541 , and it has been divided by country as it follows: Spain €1 506 331 and Portugal €662 210