European Wine Treasures: Greece and Jumilla, where tradition meets innovation

The project proposal “European Wine Treasures: Greece and Jumilla, where tradition meets innovation” is a joint initiative between two prominent organizations in the European wine sector:

GREEK WINE FEDERATION (GWF) – the trade organization of the Greek wine industry, recognized by the National Ministry of Agriculture, representing over half of Greece’s total wine production and covering all major PDO and PGI regions of the country.

CONSEJO REGULADOR DE LA DOP JUMILLA (CRDOP Jumilla) – the Regulatory Board of the Jumilla PDO, is the official body overseeing the region’s wine producers and quality, promotion, and certification of its wines.

Together, these two entities will form a consortium led by GWF, with CRDOP Jumilla as a beneficiary, to carry out a comprehensive information and promotion campaign in the United States, a strategic third country market and one of the world’s leading importers of wine.

The proposed campaign aims to increase awareness and appreciation of EU quality schemes (PDO/PGI) through the promotion of European wines from Greece and Jumilla (Spain). The focus is on enhancing perceived value, visibility, competitiveness, and market share of EU wines of certified origin, while also highlighting their authenticity, quality, and cultural significance.

The programme targets both professional operators and consumers, and will include a combination of strategic activities such as:

Press Events
Web and social media campaigns
Online Advertising
Production of Communication tools and merchandise
Participation in fair exhibitions
Events: Masterclasses, Tastings and b2b meetings
Study trips to Europe

With a special emphasis on quality and uniqueness of these indigenous grape varieties, the campaign seeks to convey the richness and identity of European winemaking, balancing tradition with innovation.

The total budget of the programme is €1,349,257.92 to be allocated over three years.