Promotion of European Quality Wines in S. Korea, Vietnam and Singapore

The action is promoting Union's regional quality wines (wines with PDO/PGI) from indigenous varieties (PDO Xinomavro, PDO/PGI Mavrud, PDO Samos and PGI Terasele Dunarii) in three third countries markets with high growth potential; South Korea, Singapore and Vietnam. 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 three wine production areaswhere wine plays an important role to the regional economy. This will be achieved by raising their profile as Quality wines recognized, denominated and appreciated within the Union; this will result to the increase of demand and therefore increase of national exports to the three markets in favor 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, will raise the profile of the products and train trade channels and multipliers on the products; through publications and tasting days will approach larger segments of end consumers allowing their familiarization with the intrinsic characteristics of the wines and increase awareness on Union's Quality schemes. The four 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 2.996.440 euro.