EU IG Spirits: Hello Grappa! – The American Dream

The main objective of the programme is to enhance the competitiveness and consumption of a Union agri-food product such as Grappa with Protected Geographical Origin (GI) denomination in a third country, namely USA. Together we this, the programm’s goal is to raise awareness on the specific features of the Union agri-food production methods through GI Grappa, particularly by stressing on safety and traceability, territoriality, tradition, culture, authenticity and taste, and the control system of agri-food production. Stimulating the export of GI Grappa into the States in terms of volume and value represents as well a goal of the project.
Target groups:
• Consumers
• Business operators: distributors, importers, buyers, Ho.Re.Ca. staff
• Opinion leaders: journalists, bloggers, influencers

The initial strategy consists in a more intensive investment into B2B activities to create a network of well-informed operators and opinion leaders to have greater impact on consumers thanks to their multiplier effect. Later on, greater investment in B2C activities (more intensive activity on website, social networks, Restaurant Week, Grappa Weekend Taste Experience). Use of both online and offline promotional tools has an an aim not to disregard non-online users. Participation to international fairs and selection of highly-frequented bars/restaurants represents a tool for promotion. GI Grappa will be served in its mixed version (cocktail) so as to appeal to youngsters in bars and restaurants. Several US States are targeted for these activities and namel New York, New Jersey, Texas, Florida, California, Illinois.

Messages to convey will be:
• Safety and traceability
• Territoriality, culture and tradition
• Authenticity and taste
• Quality control system of agri-food productions

Activities for promotion will include:
• Project coordination
• Public Relations
• Website
• Social Media
• Online and print advertising
• Visual campaign
• Promotional materials
• Promotional videos
• B2B workshops
• Trainings
• Restaurant Weeks
• Study trips to Europe
• Other event: Grappa Contest
• Other event: Grappa Weekend Taste Experience
• Evaluation of results
• Audit certificate