HELLO GRAPPA: THE UK EXPERIENCE

The project aims to promote Grappa IG in the UK. Grappa is a spirit produced according to a specific discipline that enjoys the Geographical Indication (GI). The project aims on the one hand to increase awareness of the merits of EU agricultural products and the high standards related to production methods in terms of authenticity, labelling and environmental and social sustainability, as well as to promote its quality, taste, diversity and tradition; on the other hand, to increase the competitiveness and consumption of the product by stimulating exports and increasing its market share. Despite the decline in the consumption of alcohol in Europe, UK included, the appreciation of spirits and the tradition associated remains very high in the country. The aim is to put Grappa into this slice of the market, as it is a high-level and high-quality product like its competitors in the country.
Target groups and strategy: the action will target especially business operators (importers, distributors, restaurant/bar owners, etc.) but also consumers since home consumption is an increasingly common practice for spirts. In order to reach the declared targets, it aims to implement an activity of influencers, who are increasingly effective at the level of communication, both towards the B2B audience and towards the B2C audience. In addition, it wants to realize fairs, focused trainings for industry operators, B2B meetings, as well as Brand Ambassadors and the activation of press offices to better intercept business operators. To reach consumers, on the other hand, it will implement the activity of the Grappa Contest and communication on social networks.
The project will promote messages related to: territory and tradition, variety and authenticity, quality, sustainability, and product safety, in terms of labelling and traceability. It is emphasized that these are issues that consumers of spirits and importers themselves are very attentive to and there is growing sensitivity about.