European Garnacha/Grenache Quality Wines Program in USA 2020-2022

ended

"This Program aims to improve both awareness and market share of European Quality schemes, specifically those from a EU quality scheme (PDO/PGI) and carrying an indication of the wine grape variety (Garnacha/Grenache); as it's the most planted transversal European grape variety (92% is grown in Europe) with significant plantings in more than one EU member. This proposal is aligned with the macroeconomic analysis of the Commission’s services and EU priorities for third markets, addressing USA (United States of America) market, as the USA has been the #1 wine market in the world by consumption since 2011, consuming 32.6 million hectoliters in 2017, a growth of 2.9% over 2016 . The general objective is to increase the competitiveness of EU quality wines, specifically those produced with the Garnacha/Grenache grape, by seting 2 strategic goals: 1. “To increase the market share of Union agricultural products and certain food products, specifically focusing on those markets in third countries that have the highest growth potential” (USA), by enhancing the consumption of EU Garnacha/Grenache quality wines in the USA (United States of America), improving exports, market share and penetration indicators. 2. “Enhance the competitiveness of EU Garnacha/Grenache quality wines, by increasing awareness as a EU agricultural product and raising their profile in high growth third countries” (US), improving the indicators in consumer surveys of 1) association with Europe as the main producer and 2) evaluation as a quality product. With a total budget of 3.400.000 EUR for 36 months, a complete set of activities (public relations, website and social media, communication tools, events and in-store tastings) are expected to achieve a total ROI of 2,17 = 217% (with a 18.898,9 Hl and € 10.764.000,00 increase)."