European Wine Ambassadors (EUWINA) continues to promote exceptional European Wines in Asian markets, announces exciting events for 2024

Hong Kong, April 25th, 2024 - European Wine Ambassadors (EUWINA), the campaign funded by the European Union and launched in January 2021, is making significant strides in promoting exceptional European wines in the Asian markets. Led by three European organizations representing Spain, Italy, and Greece - the 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 - EUWINA targets the markets of China, Singapore, South Korea, and Taiwan.

The EUWINA campaign not only focuses on promoting European wine but also aims to increase awareness of quality policies and European standards. It seeks to promote understanding and sensitivity towards core concepts of sustainability, biodiversity, and the specificity of ecosystems. Additionally, it aims to improve the perceived image of connection and synergy between wine producers and the wider European and Mediterranean products.

A key focus of the EUWINA campaign is to promote the EU quality certifications regarding Protected Designations of Origin (PDO) and Protected Geographical Indication (PGI), which are critical components of the European Wine Ambassadors Program. PDO recognizes and certifies the differentiated quality of a product, which is the result of its distinctive characteristics, geographical environment, and the influence of the human factor involved. 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.

To achieve its objectives, EUWINA conducts education programs and masterclasses for importers, distributors, Ho. Re. Ca., sommeliers, and the press. These programs educate and inform participants about the quality-producing methodologies of the European Union.

China

In 2023, EUWINA organized eight programs of masterclasses in China as part of two roadshows, the summer and autumn editions. The summer roadshow in July attracted high audiences in Beijing, Guangzhou, Shenzhen, and Shanghai. Building on this success, the autumn roadshow was held in Hong Kong, Xian, Beijing, and Shenzhen. The attendance at each masterclass was remarkable, with an average of 75 guests. Additionally, the live broadcasts of EUWINA's Virtual Classroom garnered significant interest, with an average of 150 subscribers per masterclass. Over 600 unique participants attended the twenty-four in-person masterclasses, where over 140 wines from Spain, Greece, and Italy were presented by locally renowned wine educators.

Expanding its reach beyond China, EUWINA held masterclasses in Singapore, Seoul, and Taipei in July, further establishing the campaign's influence and promoting European wines in these dynamic markets.

Korea

Seoul was the host for three additional seminars, in July, October and November. These events attracted a diverse audience of wine professionals, and industry experts. The seminars provided once again an immersive experience, highlighting the unique characteristics of Spanish, Greek, and Italian wines.

July Seminar: Start of the Education Program in Korea

The event was welcomed by Mr. Mario Pita da Veiga Verde, Commercial Attaché of the Embassy of Spain in Seou. Joining him was Mr. Luis Martinez, director of D.O. La Mancha, who shared insights into the wine industry and shed light on the unique characteristics of Spanish wines. The organizers were also privileged to have Mr. Konstantinos Daskalopoulos, Counsellor of the Office for the Economic Diplomacy of the Embassy of Greece in Seoul, as a distinguished guest.

Ms. Inson Lee, wine educator with profound expertise and years of experience in the industry, led the masterclass. Her genuine love for European wine sparked excitement in the room, capturing the attention of all attendees with her knowledge.

October Seminar: Exploring Spanish Wine Heritage

The EUWINA Seminar held at The Grand Hyatt Seoul on October 27th had a great turnout, with 50 participants joining the masterclass. Leading the masterclass was the renowned Wine Educator, Ms. Inson Lee. Drawing upon her extensive experience and expert knowledge, Ms. Lee shared her insights into the world of wine through six outstanding wines from DO La Mancha, five delightful wines from Wines of Greece, and five captivating wines from Unione Consorzi Vini Veneti.

November Seminar: Surging Success

The EUWINA Seminar held in November was a milestone, with a record attendance of 58 participants. The event was supported with the presence of Mr. Darío José Sáez Méndez, Economic and Commercial Counsellor of the Embassy of Spain in Seoul, and Mrs. Choi Kyungmin from the Italian Trade Commission.

The participants were treated to a selection of wines curated by the renowned WSET Diploma holder, wine writer, and educator, Ms. Sangmi Kim. This wine experience showcased 16 wines from DO La Mancha, Wines of Greece, and Unione Consorzi Vini Veneti.

Singapore

The EUWINA Masterclass in Singapore, hosted by Ms. Annette Scarfe MW, proved to be an exceptional opportunity for wine enthusiasts. The tasting session, attended by 50 professionals from the trade and press, provided a journey of discovery, revealing new flavors and aromas of European wines.

Mr. Emmanuel Markianos, Counsellor for Economic and Trade Affairs of the Embassy of Greece in Singapore, and Mr. Antonio García Rebollar, Economic and Commercial Counsellor of the Embassy of Spain in Singapore attended the event showing their support to EUWINA Campaign.

Taipei

The EUWINA Masterclass held in Taipei saw an impressive turnout, with 65 professionals in attendance. The event was honored to welcome Mr. Eduardo Euba, Director of the Spanish Chamber of Commerce in Taiwan, and Mr. Luis Martinez, ICRDO La Mancha International Director.

The speaker, Mr. Aaron Tsai Hsun Chuang, shared fascinating insights about his visit to Greece the previous year. The strong interest in Greek wines showed by the audience was remarkable.

The EUWINA education program in 2023 reached over 2,125 unique participants in our 39 masterclasses in Asia, tasting over 230 references of wines from Spain, Greece, and Italy.

Looking ahead to 2024, EUWINA has an exciting lineup of events and initiatives planned. The campaign will organize twenty-four masterclasses in China, Singapore, Korea, and Taiwan, with Spring and Autumn editions. In September, a study trip for wine traders from China will take place in Spain and Greece, providing them with an immersive experience in the European wine culture. Furthermore, EUWINA will exhibit at the Hong Kong Wine and Spirits Fair in November, where they will host a masterclass focusing on Italian wines.

EUWINA remains dedicated to strengthening the presence and appreciation of European wines in the Asian markets. The campaign's efforts continue to foster connections, education, and the celebration of the exceptional wines produced in Europe.

CALENDAR OF SEMINARS 2024

ABOUT THE BENEFICIARIES

D.O. La Mancha is a Spanish Denominación de Origen Protegida (DOP) for wines, with over 190,000 hectares planted to vines, and it is the largest continuous vine-growing area in the world. It is located in the autonomous region of Castilla-La Mancha in central Spain. La Mancha has a vast wine-growing tradition, which, added to a series of characteristic geological, geographical, and climatic elements that define it, make it an ideal territory to produce excellent grapes and subsequently give life to great wines, with very peculiar nuances. La Mancha wines are today among the most exquisite and prestigious in the world, they are tasted throughout Spain and also exported to the five continents, turning Castilla-La Mancha into the leading Autonomous Region of Spain in terms of wine exports in volume.

The Unione Consorzi Vini Veneti – U.VI.VE. was set up thirty years ago involving almost all the region’s Consorzi di Tutela (wine protection consortia). A far-sighted decision that has produced results over time. The U.VI.VE.’s main role is to represent Veneto’s DOC wine sector. Through the consortia, it coordinates the crucial monitoring and control activities of the production and marketing of Veneto DOC and DOCG wines, also intending to combat fraud and abuse affect designations of origin and consortium brands. This protection ranges from guarantees for traceability to winemaking using traditional methods. Strict controls cover every single step of the entire wine-production chain, from the vineyard to the shop shelf.

National Interprofessional Organization of Vine and Wine of Greece. Greece has arguably one of the longest wine histories in the world as wine has always been an integral part of Greek culture since antiquity. Greece might not be the first country to produce wine, but what can be attributed to Ancient Greece is the development of a culture encompassing all aspects of wine: vine growing, production, legislation, trading, and, of course, the art of consuming wine. Despite their huge heritage, the Wines of Greece can promote themselves solely by virtue of their present attributes and not past glories. In the last three decades, a wind of change has been blowing through Greek wine production, turning a relatively traditional agricultural sector into a cutting-edge entity in today’s wine world. Greek producers have invested heavily in people, education, know-how, and technology, starting a steep learning curve.