April 29-30 saw the More than European Food and Drinks, Savoring Stories campaign travel to Miami, Florida, where it participated in Vinexpo Americas 2026, one of the leading trade-only wine and spirits exhibitions in the Americas. Through an engaging booth activation and a fully attended educational seminar, the campaign introduced trade professionals to the diversity, quality, and heritage of European wines and EU quality schemes.
Across the two-day event, attendees explored a curated selection of European wines representing both renowned and lesser-known wine regions, with a particular focus on Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), and Organic certification. The activation highlighted Europe’s rich terroirs, indigenous grape varieties, and evolving wine styles, while encouraging discussion around sustainability, authenticity, and regional identity.
An immersive booth experience
Located prominently at the entrance of the trade show, the EU booth attracted strong visitor traffic thanks to its eye-catching design and dynamic educational approach. Visitors were invited to taste 10 exceptional European wines guided by wine experts Nicole Muscari and Jalil Chikhaoui, who introduced attendees to the stories, origins, and production traditions behind each selection.
Wines from lesser known wine regions such as Cyprus, Slovenia, Hungary, and Greece sparked particular curiosity. These were presented alongside offerings from other regions such as Bordeaux PDO (France), Rioja PDO (Spain), Douro PDO (Portugal), and Sicilia PDO (Italy). The tasting experience generated enthusiastic feedback from trade professionals, many of whom discovered unfamiliar regions and styles for the first time. “I always associate Douro and Bordeaux with red wines, but these whites are amazing,” one attendee said.
Exploring the growing trend of volcanic wines
A key highlight of the activation was the Vinexpo Academy seminar held on April 30 and led by Miami-based sommelier and wine educator Sarah Phillips McCartan. The 60-minute masterclass welcomed 44 participants, making it one of the best attended seminars of the trade show.
The seminar explored one of the wine industry’s fastest-growing topics: volcanic wines. Through six European white wines sourced from volcanic terroirs across Europe, attendees discovered how volcanic soils shape distinctive flavor profiles, viticulture practices, and regional identities.
Participants responded positively to the wines on offer and many attendees continued the conversation afterwards by visiting the EU booth to further explore the featured volcanic wines.
Strong engagement from the trade community
Throughout Vinexpo Americas, the campaign successfully connected with importers, distributors, sommeliers, retailers, hospitality professionals, and wine buyers seeking distinctive European wines and authentic regional stories.
Attendees consistently praised the diversity and quality of the wines presented, as well as the campaign’s strong educational component and welcoming booth environment. The activation also reinforced growing market interest in lesser known European wine regions, indigenous grape varieties, and terroir-focused storytelling.
To delve deeper into the world of European food & beverages, follow us at @morethanfoodus and More than Food US.
