Cool Climate Wines of Europe in the U.S.A.

ended

The program’s general objective is to increase the competitiveness of European quality wines in a third country with one of the highest growth potential, namely the United States of America (“U.S.A.”). The U.S.A. is a strategic market for European quality wine: it is the world’s largest wine consuming market and the world’s largest wine importer. The U.S. market represents 25% of total wine imports throughout the world. The program’s specific objectives are to increase awareness and consumption of Europe's quality, cool climate wines, notably those of Germany and Bordeaux. Indeed, these cool climate wines are typically lighter bodied and better suited to contemporary, healthier cuisine, than wines from non-EU countries. In particular, the program will seek to increase awareness by 20-25% and consumption by at least 35% in six target states. The program will target consumers aged between 25 and 45 years old (otherwise known as Millennials and Genexers), members of the distribution, sommeliers and the media, through an integrated mix of marketing activities intended to increase awareness and trial (advertising, digital activation, influencer relations, consumer events, press relations, trade relations, training and in-store tastings). The program activities will be developed, implemented and evaluated over a three-year period, for a total budget of nearly 10 000 000 EUR.