European Garnacha/Grenache Quality Wines

ended

This Programme aims to improve both awareness and market share of European Quality schemes, specifically Protected Designations of Origin (PDO) on North American consumers, emphasizing on varietal wines through the most planted transversal European grape variety: Garnacha/Grenache, the 1st predominantly European variety (92% is grown in Europe) with significant plantings in more than one EU member. European Garnacha/Grenache Quality Wines multi program will address USA and Canadian third markets. North America is a strategic market for European quality wine: USA, together with Canada, is the world’s largest market since 2010 and the largest wine importer. The general objective is to increase the competitiveness of EU quality wines, specifically those produced with the Garnacha/Grenache grape, by: 1. Enhancing the competitiveness of EU Garnacha/Grenache quality wines, by increasing awareness by 20% as a EU agricultural product and raising their profile in high growth third countries (the USA and Canada), improving the indicators in consumer surveys of 1) association with Europe as the main producer and 2) evaluation as a quality product. 2. Enhancing the consumption of EU Garnacha/Grenache quality wines, increasing market share from 5% to 10% in third countries that have the highest growth potential (the USA and Canada), improving consumer trial and market share indicators. 3. Increasing by 5% to 10% the awareness and recognition of EU high standards and quality schemes, influencing on the indicators of awareness and market share of EU Garnacha/Grenache producing PDOs and IGPs. With a total budget of 3.000.000 EUR, a complete set of activities for awareness (public relations, website and social media, advertising, communication tools, and both press/consumer events) as well as trial and market share (in store tastings and promotions) will be developed and evaluated in the three-year length.