EUROPEAN WINE AMBASSADORS

The project consortium sees the collaboration between three EU Countries: Spain, Italy and Greece, represented by three organizations. The leading partner is ICRDO La Mancha: CONSEJO REGULADOR DE LA DO MANCHA that takes care of promotion and control of the D.O. La Mancha. UVIVE – UNIONE VINI VENETI is an association of organisations that now groups 18 DO Regulatory Councils in Veneto Region, Italy. EDOAO is the National Interprofessional Organization of Vine and Wine of Greece, established with the aims to improve knowledge and transparency of production, help coordinate products and market, carry out research of market requirements.

The campaign is aimed at professionals, professionals, mostly importers/distributors, Ho.Re.Ca. and press, in China, South Korea, Singapore and Taiwan.

The title of the project sums up the main strategy and expected outcomes: training new 'European Wine Ambassadors' with a strong knowledge base on EU production and quality regulation. The main messages of safety and traceability (EU standards) and of culture, tradition, biodiversity, origin characterize each wine region in Europe and European wine regions in general and represent the main focus differentiation between EU products and wines and the main international competitors.

The aim will be reached thanks to a didactive and informative action towards wine professionals to educate on European quality wines, through educational and tasting events in the target countries, media and social media campaigns, as well as a series of study-trips in Europe for a selected group of professionals.

The main messages of sustainability origin, culture and tradition will be conveyed by underlying the specificity of each of the participating wine producing areas, winemaking traditions, social and economic aspects. At the same time, the three wine regions will serve as an example for conveying the more general message of the values and qualities of EU wines and EU agri-food policy.