On November 7-8, the More than European Food and Drinks, Savoring Stories campaign took part in the San Diego Food & Wine Festival, a two-day culinary and wine celebration held at the Port of San Diego on the scenic San Diego Bay. Drawing more than 9,000 food- and wine-loving attendees from across the US, the festival provided an ideal platform to engage educated, experience-driven consumers eager to discover new global flavors.
The campaign’s presence highlighted a balanced representation of products and European Union (EU) Member States, introducing both well-known and lesser-known origins through a combination of education, tasting, and storytelling.
New regions explored
A central highlight was the consumer wine masterclass, Europe Uncorked: Old World, New Discoveries. Led by certified wine expert and campaign ambassador Nicole Muscari, the 60-minute seminar guided guests through eight wines from across Europe. The tasting invited attendees to explore unexpected regions and styles, from Germany, Austria, Hungary, and Slovakia to Greece, Slovenia, Bulgaria, and Italy. Through side-by-side comparisons and engaging storytelling, participants gained a deeper understanding of how terroir, tradition, and winemaking techniques shape Europe’s diverse wine landscape. Feedback revealed genuine surprise and enthusiasm, particularly around wines from emerging European producers.
Building on the educational experience, the campaign hosted the EU Sparkling Bar during the Grand Decant evening event. Capitalizing on the growing US interest in sparkling wines, the pop-up bar introduced guests to a wide range of European styles beyond the familiar. In small groups, Nicole Muscari presented pairs of sparkling wines from different EU Member States, explaining production methods, labeling systems, and quality indicators. The interactive format and use of headsets created an intimate, highly engaging experience, which many attendees cited as a festival highlight.
Gourmet pairings
At the outdoor Grand Tasting, the campaign’s EU booth offered Crisp Meets Crisp: European Bubbles & Polenta Fries, pairing European sparkling wines with chef-driven gourmet polenta fries. Featuring premium European ingredients and naturally vegetarian and gluten-free options, the concept resonated strongly with California food values while showcasing Europe’s culinary craftsmanship in a modern, accessible way.
Across all activations, the More than European Food and Drinks, Savoring Stories campaign successfully inspired curiosity, discovery, and appreciation for Europe’s rich and evolving food and wine culture - demonstrating that European quality can be both everyday and exceptional.
To delve deeper into the world of European food and wine, follow us at @morethanfoodus and More than Food US.
