The European Wine Ambassadors campaign will promote wines with Protected Designation of Origin (PDO) and Protected Geographical Indications (PGI) in Mainland China, Singapore, South Korea, and Taiwan（China）.

The European Wine Ambassadors campaign sees the collaboration between Spain, Italy, and Greece represented by three organizations: Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE. – and the National Interprofessional Organization of Vine and Wine of Greece.

This project is financed by the European Union and will last 3 years, from 2022 to 2024, developing its promotion activities in the markets of Mainland China, Singapore, South Korea, and Taiwan.

The Campaign will focus on increasing the sensibility towards quality policies and European standards, growing understanding and sensibility towards core concepts of sustainability, biodiversity, and specificity of ecosystems, and finally on improving the perceived image of connection and synergy between the wine producers and the wider, more general European and Mediterranean products.

The European Wine Ambassador campaign will carry out mainly education programs and masterclasses for importers, distributors, and Ho.Re.Ca., sommeliers and press to educate and inform them about the quality-producing methodologies of the European Union along with the EU quality certifications regarding PDOs and PGIs.

Protected Designations of Origin (PDO) recognize and certify a differentiated quality in a product, which is the result of its own distinctive characteristics, due to the geographical environment in which raw materials are produced, the products are made, and also the influence of the human factor involved. Meanwhile, Protected Geographical Indication (PGI) emphasizes the relationship between the specific geographic region and the name of the product, where a particular quality, reputation or other characteristic is essentially attributable to its geographical origin.