Information project for Promotion of European quality wines in third countries: China, Belarus and Brazil.

Information project for Promotion of European quality wines in third countries: China, Belarus and Brazil.

The action is promoting Union's regional quality wines (wines with PDO/PGI) from indigenous varieties (Xinomavro and Mavrud) in three third countries markets with high growth potential: China, Brazil and Belarus. Union wines are facing strong competition from third countries and pressures of its market shares. The main objective is to enhance the competitiveness of the wine sector in the two wine production areas (Imathia and Plovdiv) where wine plays an important role in the regional economy. This will be achieved by raising their profile as Quality wines recognized, denominated and appreciated within the Union; this will result in increase of demand and therefore increase of national exports to the three markets, for the benefit of Union market share. The action has identified trade channels (importers, distributors and retailers), multipliers and end users (consumers) as its key target groups and it provisions tailored activities for each of them. Through internet and social media the presence and advertising will promote key messages to all target groups; through stands at trade fairs, wine seminars and study trips to Europe, it will raise the profile of the products and train trade channels and multipliers on the products; through publications and tasting days it will approach larger segments of end consumers allowing for their familiarization with the intrinsic characteristics of the wines and increasing awareness on Union's Quality schemes. The two partners have worked in a similar multi information and promotion programme in the past with success. The action will last for three years and total budget is 1,795,172 euro.