Simple campaign
Inactive
Acronym:
EUBRANDY
Number:
101094248
Call ID:
AGRIP-SIMPLE-2022
coordinator:
ASSOCIAZIONE NAZIONALE INDUSTRIALI DISTILATORI DI ALCOLI ED ACQUAVITI
-
Italy
Target country: China (including HK)
Duration: 36 months
Objectives:
(Topic 6) promoting European Brandy, particularly that produced in Italy. Improving the competitiveness and consumption of this
European spirit by stimulating its export (by volume and value) and by increasing its market share. Besides Cognac, European Brandy
is virtually unknown in China. At the same time, Brandy consumption in Europe and Italy has been gradually decreasing, so it has
become necessary to find new potential markets where this spirits could be better appreciated.
Target groups and strategy:
the action will target both business operators (importers, distributors, restaurant/bar owners, etc.) and end consumers. Moreover, as
influencers have a great impact in the purchase decisions of Chinese consumers, opinion leaders and media professionals will be
greatly involved. This is also strategical to reach a wider audience, as it is nearly impossible to cover the whole China, given the great
extension of this country. Finally, the action will include both online (website, social media, advertising) and offline activities (trade
fairs, trainings, etc). As for on-site events, they will take place in some strategical areas such as first and second-tier cities such as
Shanghai and Shenzhen.
Messages:
authenticity, labelling, environmental and social sustainability, as well as quality, diversity, taste and tradition. These traits are
greatly valued in the consumer segments interested in imported spirits. However, the Country of Origin effect and brands cannot be
disregarded as they are important purchase drivers, so the country of origin and brands will be mentioned within the limits of the GA.
Activities:
- Project coordination
- Public Relations
- Website, Social Media
- Online ads
- Visual campaign
- Promotional materials
- Promotional video
- Trade fairs
- Trainings
- Restaurant Weeks
- On-premise tastings
- POS promotion
- Evaluation of results
Budget: 3,4 M €
Duration: 36 months
Objectives:
(Topic 6) promoting European Brandy, particularly that produced in Italy. Improving the competitiveness and consumption of this
European spirit by stimulating its export (by volume and value) and by increasing its market share. Besides Cognac, European Brandy
is virtually unknown in China. At the same time, Brandy consumption in Europe and Italy has been gradually decreasing, so it has
become necessary to find new potential markets where this spirits could be better appreciated.
Target groups and strategy:
the action will target both business operators (importers, distributors, restaurant/bar owners, etc.) and end consumers. Moreover, as
influencers have a great impact in the purchase decisions of Chinese consumers, opinion leaders and media professionals will be
greatly involved. This is also strategical to reach a wider audience, as it is nearly impossible to cover the whole China, given the great
extension of this country. Finally, the action will include both online (website, social media, advertising) and offline activities (trade
fairs, trainings, etc). As for on-site events, they will take place in some strategical areas such as first and second-tier cities such as
Shanghai and Shenzhen.
Messages:
authenticity, labelling, environmental and social sustainability, as well as quality, diversity, taste and tradition. These traits are
greatly valued in the consumer segments interested in imported spirits. However, the Country of Origin effect and brands cannot be
disregarded as they are important purchase drivers, so the country of origin and brands will be mentioned within the limits of the GA.
Activities:
- Project coordination
- Public Relations
- Website, Social Media
- Online ads
- Visual campaign
- Promotional materials
- Promotional video
- Trade fairs
- Trainings
- Restaurant Weeks
- On-premise tastings
- POS promotion
- Evaluation of results
Budget: 3,4 M €
Product sector:
- Spirits, liqueurs and vermouth
Target country:
- China
Budget
Total
3 437 634
€
EU contribution
2 750 107,20
€
Duration 36
months
Start date
End date