Enterprise Greece promotes Greek wine in foreign target-markets

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Tuesday, 22 March 2016

Enterprise Greece promotes Greek wine in foreign target-markets

Enterprise Greece has planned and is implementing an integrated programme of actions to raise the profile of Greek wine and promote it in target-markets abroad. These actions will take place both through the organisation’s Trade Fairs Programme for 2016 and through the co-funded programme for the common organisation of the wine market, “Promoting wine in third-country markets”, which is implemented by Enterprise Greece.
 
More specifically, the programme for the common organisation of the wine market includes a wide range of actions to be carried out in the upcoming months in partnership with the Greek Master of Wine, Konstantinos Lazarakis, whose expert knowledge and international experience contributes significantly to promoting and raising the profile of the finest Greek wines. 
  
The actions will be focused on the markets of the United States, Canada, Switzerland, Japan, China and Korea. 
 
The programme will begin with visits by thirty journalists and opinion formers from the target-markets to wine-producing areas of Greece. During the visits, extensive tastings will take place, during which the participants will have the opportunity to taste wines from all over the country. 
 
At the same time, a series of wine events will be taking place in the target countries of the programme. These will include masterclasses (seminars with wine tastings for professionals in the wine trade and the press), walk around tastings (during which wines will be available for free tastings by professionals in the wine trade and the press, as well as in sommelier schools, wine clubs, etc.), and meals for guest journalists from the wine press, where there will be presentations of the Greek vineyards, and vines accompanying the various dishes. 
 
In addition, a Greek Wine Bar is planned for the Greek participation in three international wine exhibitions: the Seoul International Wine and Spirits Expo 2016, the Interwine China 2016 (Canton) and the Vinexpo Asia Pacific 2016 (Hong Kong). The Greek Wine Bar at each exhibition will showcase Greek wine, focusing on particular varieties presented by internationally renowned sommeliers from Greece and abroad. Seminars and tastings will also be held.
 
As part of the programme, Greece will also participate in Worlds of Flavor, one of the world’s most important culinary forums, held by the Culinary Institute of America in the Napa Valley. This year’s theme of the Forum is Europe and the Americas. During the event, about 700 of the most important opinion formers from the food and drink industry will come together to learn about new culinary trends from the top international chefs. Greece’s participation will involve the tasting of fine PDO and PGI wines by leading trendsetters from the food and drink industry in the United States, which will help raise the profile of Greek wine internationally.
 
All the actions included in the programme for the common organisation of the wine market will be accompanied by comprehensive advertising both in print and electronic media in all the target countries, with particular emphasis on the USA market.

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