European Garnacha/Grenache Quality Wines Program in USA 2020-2022

This Program aims to improve both awareness and market share of European Quality schemes, specifically those from the EU quality scheme (PDO/PGI) and carrying an indication of the wine grape variety (Garnacha/Grenache); as it's the most planted transversal European grape variety (92% is grown in Europe) with significant plantings in more than one EU member.This proposal is in line with the macroeconomic analysis of the Commission’s services and EU priorities for third markets, addressing USA (United States of America) market, as the USA has been the first consumer of wine in 2011, consuming 32.6 million hectoliters in 2017, a growth of 2.9% over 2016 consumption.The general objective is to increase the competitiveness of EU quality wines, specifically those produced with the Garnacha/Grenache grape.A complete set of activities (public relations, website and social media, communication tools, events and in-store tastings) the programme is expected to achieve a total ROI of 2,17 = 217% (with a 18.898,9 Hl and € 10.764.000,00 increase).