Dedicated to sharing the unique heritage, quality, and diversity of European food and beverages with American audiences, the EU campaign More than European Food and Drinks, Savouring Stories is wrapping up its second year and the campaign has gone beyond numbers—creating memorable experiences, deepening appreciation, and forging lasting connections.
What is the campaign about?
This multi-year initiative introduces the American consumers and professionals alike—to the rich traditions, authentic flavours, and high standards that define European food and drinks. Through engaging storytelling, hands-on events, and digital outreach, the campaign brings Europe’s culinary culture closer to the US.
Bringing European Stories to Life Across the US
From tastings in New York to masterclasses in California, the campaign travelled coast to coast, sharing the stories behind Europe’s most iconic products. In 2025, thousands of visitors tasted, learned, and connected with Europe’s food traditions at 10 major B2B and B2C events.
Digital Success
On Instagram and LinkedIn, followers discovered not just recipes, but the faces and places behind the food—farmers, cheesemakers, and winemakers. Creative posts and paid media drove over 8,000 new followers, engagement rates above 23%, and more than 70 million impressions.
Partners in Storytelling
Editorial partnerships with top publications like Wine Enthusiast, Food & Wine, SevenFifty Daily, and Taste expanded the reach of European stories. Major US Food & Beverage Influencers such as Wine Expert Nicole Muscari and Chef Adriana Urbina, acted as Ambassadors and shared their personal perspectives, making the campaign relatable and authentic.
Experiencing Europe, One Bite at a Time
Food festivals across the US became hubs for discovery. Visitors experienced centuries-old traditions and learned about the significance of protected designations. For professionals, B2B events focused on education and storytelling, with over 240 industry leaders participating in masterclasses that guided them through Europe’s culinary landscapes.
From Store Shelves to American Homes
Retail and e-commerce partners helped European products—and their stories—reach families nationwide. Campaign efforts resulted in 60,000 box inserts, 7,000 shopper interactions, and a 24% sales uplift in specialty stores.
As “More than European Food and Drinks, Savouring Stories” enters its third year, the campaign remains committed to building bridges between cultures and inviting the American audience to savour the stories behind every bite of European food and drink.
Watch the campaign video: here
To delve deeper into the world of European food & beverages, follow us at @morethanfoodus and More than Food US.
