The More than European Food and Drinks, Savoring Stories campaign placed European food and drink firmly in the spotlight at the Charleston Wine & Food Festival from March 6-8, engaging more than 26,000 attendees at one of the country’s leading culinary events. Located in the Culinary Village, the EU booth combined direct tastings, live storytelling, and a cooking demonstration to create a high-impact, immersive experience for both consumers and industry professionals.
A standout experience rooted in expertise and storytelling
The activation was led by Emilia D’Albero, an internationally acclaimed cheesemonger and the first American to win gold at the Mondial du Fromage in France, earning the title of “World’s Best Cheesemonger”. Her unique profile, bridging American audiences with European excellence, brought strong credibility to the experience, as she guided visitors through the cheeses and shared insights into their origins, craftsmanship, and quality labels.
“I am both excited and honored to showcase these fantastic cheeses from Europe… I feel lucky for this unique chance to share their stories with the festival audience,” Emily noted.
Discovering Europe through taste
The campaign booth offered a curated journey across Europe, showcasing 37 products from 21 countries across seven categories, including a strong representation of Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and organic products.
Visitors sampled six distinctive cheeses from Belgium, Germany, Sweden, Denmark, France, and the Netherlands, each prepared to highlight its texture and character, and paired with Croatian fig jam, Portuguese tomato jam, and Spanish Jamón Serrano.
This direct sampling format encouraged exploration and conversation, with many attendees expressing surprise at the diversity of European products and returning multiple times to the booth. The German Shadow Blossom stood out as a crowd favorite, while discussions around PDO and PGI labels reflected growing consumer interest in quality certification and origin.
Elevating a familiar favorite
A central highlight was the reinterpretation of the classic grilled cheese and tomato soup, transformed through European ingredients into a refined tasting experience. Two variations - a savory option with Jamón Serrano and Comté PDO from France, and a subtly sweet version featuring Noord-Hollandse Gouda PDO and tomato jam - demonstrated the versatility of EU products, while the chilled tomato soup incorporated ingredients from across Europe, from Bulgarian ajvar to Spanish sherry vinegar and Hungarian paprika.
The concept resonated strongly with festivalgoers. Over the three days, more than 6,000 servings were distributed, generating strong word-of-mouth and with many visitors visiting the booth specifically for the european tasting occasion.
Extending impact through live cooking
On March 7, a live cooking demonstration hosted by Chef Richard Gruica and assisted by Chef Michelle Weaver welcomed approximately 120 attendees. The session showcased how high-quality European ingredients can be used in everyday cooking through an accessible yet elevated pasta dish, reinforcing the campaign’s core message of combining tradition, quality, and practicality.
Strong engagement and lasting impressions
Throughout the festival, the EU booth consistently attracted high footfall and enthusiastic feedback, with attendees highlighting both the quality of the products and the originality of the concept. Many described it as a standout presence, appreciating the opportunity to experience a wide range of European flavors in a single, cohesive activation.
By combining expert-led storytelling, high-quality ingredients, and an approachable culinary concept, the Charleston activation successfully demonstrated how European products can elevate even the most familiar dishes - continuing to position Europe as a source of diversity, authenticity, and innovation for American audiences.
To delve deeper into the world of European food & beverages, follow us at @morethanfoodus and More than Food US.
