The Creative Revolution: European Wines and Charcuterie

PRODECA is public company established in 1986 under the Department of Agriculture, Livestock, Fisheries and Food of the Government of Catalonia, in Spain. Catalonia, Spain’s leading producer of GI wines, has seen its agri-food sector grow over 1,200% in the last 30 years. Alongside wine, the region is internationally recognized for its artisanal charcuterie—traditional cured meats and sausages made with centuries of expertise and care.
This campaign aims to promote the unique qualities of these protected European products and strengthen their position in key international markets. Following a comprehensive market analysis, Japan, China, and South Korea have been identified as strategic priority countries. These high-potential markets are characterized by strong purchasing power, growing appreciation for premium imported foods and wines, and limited domestic competition. Together, they offer an exceptional opportunity to expand the global reach of EU GI wines and charcuterie.
The campaign will run from January 2026 through December 2028 and includes a wide range of activities tailored to each market. These include masterclasses for professionals, restaurant weeks, tasting events, and retail promotions. A strong digital presence will support these on-ground efforts through online advertising, e-commerce initiatives, a dedicated campaign website, and collaborations with local key opinion leaders (KOLs).
Our objectives are to increase EU market share in all three countries to 12,899,337 € at the end of the campaign, to educate at least 1,050 professionals about the distinctive quality, authenticity, and diversity of EU GI wines and charcuterie, and increase by 20% the consumer awareness of the promoted products. This initiative will celebrate and share Europe’s rich culinary heritage with new global audiences.