Simple campaign
Inactive
Acronym:
Genever Crusade
Number:
101015801
Call ID:
AGRI-SIMPLE-2020
coordinator:
Spirits NL
-
Netherlands
This action aims to support the export of European genever to the United States through promotional activities. Awareness about the spirit will be created among consumers and bartenders and distributors will be educated about European genever and its long history in the US. The slogan of the campaign encompasses this beautifully: ‘Genever, America’s Lost European Spirit’.
The project will be coordinated by SpiritsNL, supported by subcontractors as well as seconded employees from the involved members. SpiritsNL is the Dutch trade association of producers and importers of distilled spirits. Its members cover ca. 85% of the Dutch genever market.
The spirits market in the US shows great potential for growth of new offerings that connect to current trends. Previously, SpiritsNL has received EU support for a promotion programme for European genever in the US. This campaign has created significant attention for the spirit, but economic results were removed by the coronavirus. These circumstances and the insights gained during that project about how to effectively create economic results create a situation in which much can be gained by performing a follow-up campaign.
This project’s activities will be focused on three key cities: San Francisco (California), Phoenix (Arizona), and Washington DC. The action objectives are split between awareness objectives and economic objectives. Awareness revolves around educating distributors’ sales representatives and bartenders and making consumers aware of European genever. The economic objectives are to increase the listing of European genever in bars in the key cities and to increase export of European genever to the US.
The potential impact of the campaign for the EU is significant. The spirits sector is the most valuable European agri-food export and an essential employer in many regions of the EU. The focus placed on the historical and European background of the spirit will create more awareness of European quality schemes.
The project will be coordinated by SpiritsNL, supported by subcontractors as well as seconded employees from the involved members. SpiritsNL is the Dutch trade association of producers and importers of distilled spirits. Its members cover ca. 85% of the Dutch genever market.
The spirits market in the US shows great potential for growth of new offerings that connect to current trends. Previously, SpiritsNL has received EU support for a promotion programme for European genever in the US. This campaign has created significant attention for the spirit, but economic results were removed by the coronavirus. These circumstances and the insights gained during that project about how to effectively create economic results create a situation in which much can be gained by performing a follow-up campaign.
This project’s activities will be focused on three key cities: San Francisco (California), Phoenix (Arizona), and Washington DC. The action objectives are split between awareness objectives and economic objectives. Awareness revolves around educating distributors’ sales representatives and bartenders and making consumers aware of European genever. The economic objectives are to increase the listing of European genever in bars in the key cities and to increase export of European genever to the US.
The potential impact of the campaign for the EU is significant. The spirits sector is the most valuable European agri-food export and an essential employer in many regions of the EU. The focus placed on the historical and European background of the spirit will create more awareness of European quality schemes.
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Product sector:
- Spirits, liqueurs and vermouth
Target country:
- United States
Budget
Total
1 795 614
€
EU contribution
1 436 491,20
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG