Premium Wines of Europe in the U.S.A.

ongoing

The program’s ultimate 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.”). As a continuation of the BORDEUS program, launched in 2019 and scheduled to end in December 2022, the present program’s specific objectives are to continue increasing awareness and consumption of Europe's premium wines, notably those of Germany and Bordeaux. The program will target highly engaged, premium wine consumers (aged between 25 and 45 years old), as well as social influencers, through an integrated mix of marketing activities intended to increase awareness and product trial (digital activation, including social influencer collaborations, advertising, consumer events, and in-store tastings). The program activities will be developed, implemented and evaluated over a three-year period, for a total budget of about 7 200 000 EUR.