Building Awareness, Cultivating Trust: EU Quality Wines from Spain and Portugal

The project, promoted by OIVE and VINIPORTUGAL, aims to promote Spanish and Portuguese quality wines (PDO/PGI) over the 2026–2028 period in Switzerland, the United Kingdom, and Norway.

It has a dual objective:
- to increase awareness among operators and consumers about the production methods, quality, sustainability, authenticity, tradition, and origin of these wines;
- to strengthen their competitiveness by boosting exports in both volume and value, thus contributing to the growth of the European agri-food sector.

The program embraces an inclusive and sustainable vision, highlighting the history and winemaking traditions of Spain and Portugal. The target markets were selected based on their export trends, all of the three target countries recorded a decreasing trend line during the last five years. For this reason, the proposal will try stopping this trend, supporting the European producers in exporting into these three target countries, creating a real trust bond with the excellence Made in Europe. The United Kingdom is particularly strategic, absorbing over 20% of EU wine exports. Switzerland and Norway are also attractive due to trade agreements with the EU and their informed, tradition-oriented consumers. The promotional strategies focus on the authentic and distinctive positioning of these wines, combining digital activities to reach broad audiences, with on-site events in key metropolitan areas (such as London, Oslo and Zurich) to foster direct contact and professional training. The initiatives are primarily targeted at professionals (Ho.Re.Ca., media, importers, and distributors) and secondarily at end consumers. Training sessions and tastings will be central to engaging professionals, while digital campaigns and influencer marketing will help attract curious and enthusiastic consumers, encouraging trial purchases.