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The wines and vinegars with PDO Jerez-Xérès-Sherry, Manzanilla-Sanlúcar de Barrameda and Vinagre de Jerez, request a project to increase the awareness and competitiveness of the European PDO quality labels in general, and those of the proposing entities in particular, by highlighting their unique qualities, associating them with their differential quality attributes. Sherry wines and vinegars are recognised throughout the world as high quality products, closely linked to origin and tradition, being one of the most recognised PDOs in Europe and the perfect lever to promote the recognition of the European quality label and transmit to the consumer the special characteristics it represents. The proposed PDOs in turn need to boost consumption and increase their market share in their main EU markets - Spain and the Netherlands - to halt the continuing decline in sales and rejuvenate the target, promoting competitiveness, increasing visibility and consumption among target consumers, differentiating them from non-branded - and lower priced - alternatives, without the guarantee of origin, quality control, traceability and sustainability offered by PDO-stamped products. The campaign strategy leverages on the high profile of Jerez to convert it into consideration and consumption, under the umbrella of the EU quality seals, and with the creative concept "Choose Europe's Denomination of Origin. Like no other". The aim is also to rejuvenate the target audience, while securing current consumers, focusing on wine consumers -Winelovers- in 2 age segments: 26-54 years old and 55-65 years old. We will focus the communication strategy on digital channels, which allow for argumentation and storytelling, and in Spain, non-conventional TV will be added to build coverage and move consideration. With an investment of €3.6 million, an ROI of €2.8 per € invested is expected.