DESCUBRE POR QUE SOMOS UNICOS

The Jerez-Xérès-Sherry Wine (first PDO created in Spain), Manzanilla-Sanlúcar de Barrameda Wine and Vinagre de Jerez PDOs can be found within a common region, the so-called 'Marco de Jerez', in the south of the Iberian Peninsula, which offers stand-out quality products. The project joining these products is aimed to boost the level of knowledge and recognition of the EU PDO quality seal, which is very low in Europe and in the countries where the initiatives will be implemented: Spain and the Netherlands. The PDOs are competing in the market against other wines and vinegars without the EU quality seal, whose sales price is lower; additionally, the wine market has shrunk in recent years. The differentiation of these PDO products is based on EU-certified product quality, origin and history, while being singular in their production methods; furthermore, they underpin the development of the agri-food market and contribute to the rural, social and natural development of the region. According to market research, the consumer value quality to an ever-larger extent; this, together with the stance on quality highlighted by these PDOs, has enabled the campaign communications strategy to be determined. It will be conveyed by a highly visual message, one especially that grabs the attention and makes everyone aware of the greater quality of PDO products. The message to be used alongside the PDO seal is 'European Designations of Origin: Shall we discover why they are unique? Jerez & Manzanilla Wines and Jerez Vinegar: Equal like no other'.  Firstly, the project will approach the target influencers and HORECA to inform and train them in the PDOs, then contact the core target consumers via initiatives that ensure both coverage and affinity, through TV, Online and Cinema media. The PR office will create an informational buzz through news and events, together with a foreseen increase of competitiveness and consumption of these EU products at the POS with promotions.