SIP AND SAVOR: PAIRING EUROPEAN WINES AND DELI MEAT

THE “SIP AND SAVOR: PAIRING EUROPEAN WINES AND DELI MEAT" PROJECT, PROMOTED BY THE CONSORZIO TUTELA ROERO AND THE ISTITUTO VALORIZZAZIONE SALUMI ITALIANI WAS SET UP WITH THE AIM OF INCREASING THE LEVEL OF RECOGNITION OF EUROPEAN QUALITY SCHEMES, RAISING AWARENESS ABOUT THE MERITS OF EU AGRICULTURAL PRODUCTS AND INCREASING EXPORTS BY PROMOTING THE CHOSEN TESTIMONIAL PRODUCTS (ROERO DOCG WINES AND ITALIAN CURED MEATS), IN TWO STRATEGIC MARKETS SUCH AS USA AND CANADA. THE CAMPAIGN IS RELEVANT TO THE GEOGRAPHICAL PRIORITIES SET OUT IN AWP 2024 SINCE NORTH AMERICA IS CONSIDERED ONE OF THE MOST ENCOURAGING MARKET. THE PROJECT WILL WORK ON 3 MAIN TARGETS: PROFESSIONALS (1), JOURNALISTS (2), CONSUMERS (3). THE ARTICULATION OF ACTIVITIES TO THE 3 TARGET GROUPS PROVIDES FOR AN INCREASING LEVEL OF INTENSITY AND GRADUALNESS OVER THE 3-YEAR PERIOD, IN A SCALAR AND INCREMENTAL MANNER, FIRST LAYING THE GROUNDWORK FOR AWARENESS GROWTH AND THEN PUSHING THROUGH WITH ACTIVITIES ALSO AIMED MORE DIRECTLY AT THE GOAL OF INCREASED CONSUMPTION. THE STRATEGY, BASED ON THE RESULTS OF THE MARKET ANALYSIS AND THE EXPERTISE OF THE 2 PROPOSING ORGANISATIONS, HAS A PROGRESSIVE APPROACH, BOTH IN TERMS OF THE INTENSITY OF PLANNED ACTIONS AND THE INVOLVEMENT OF TARGETS. THE PROJECT PURSUES SPECIFIC OPPORTUNITIES THAT HAVE BEEN IDENTIFIED IN BOTH MARKETS (EXCELLENT PERCEPTION OF EUROPEAN PRODUCTS AND THE FASCINATION THAT EUROPE EXERTS, INCREASED CONSUMER EXPECTATIONS IN TERMS OF QUALITY, CONSUMER DESIRE FOR MORE INFORMATION) AND CAPTURES THE SENSITIVITY TO THE VALUES EXPRESSED BY THE EUROPEAN LIFESTYLE, WHICH IS IN LINE WITH CURRENT CONSUMERS’ TRENDS IN USA AND CANADA (PREMIUMISATION, SUSTAINABILITY, FOOD SAFETY, STATUS) THAT WILL PROVE TO BE STRATEGIC TO THE SUCCESS OF THE PROJECT. THE PROJECT LASTS 3 YEARS AND THE TOTAL AMOUNT OF THE CAMPAIGN IS 2,782,971.80€