- New three-year EU-funded campaign Celebrate the Diversity launches in the UK to showcase the quality, heritage and sustainability of Spanish and Portuguese wines.
- Initiative will highlight wines protected by European PDO and PGI quality schemes and promote greater understanding among UK trade professionals and consumers.
- Programme will deliver educational events, tastings and experiences across the UK over the next three years.
The Spanish Wine Interprofessional Organisation (OIVE) and the Interprofessional Association of the Portuguese Wine Industry (Wines of Portugal/ViniPortugal) have launched Celebrate the Diversity, a new three-year campaign designed to raise awareness of the quality, heritage and sustainability credentials of Spanish and Portuguese wines across the UK market. The campaign is co-funded by the European Union and will focus on promoting wines protected by European quality schemes.
Bringing together two of Europe’s most influential wine-producing nations, the campaign will highlight the remarkable diversity of wines produced across Spain and Portugal, with a particular focus on wines protected by Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) status. These quality labels guarantee authenticity, origin and production standards, helping consumers and trade professionals navigate an increasingly diverse wine landscape.
Together, Spain and Portugal represent the largest vineyard area in the world and are home to hundreds of indigenous grape varieties, centuries of winemaking expertise and a vast range of terroirs and microclimates. Through Celebrate the Diversity, the two countries will work together to showcase the richness, heritage and innovation that define their wine industries today.
The UK has been selected as one of the campaign’s key target markets thanks to its mature wine culture, appreciation of quality and growing consumer interest in sustainability, origin and authenticity. Over the next three years, the programme will engage with wine professionals, hospitality operators, specialist media and consumers through a series of educational and experiential activities designed to deepen understanding of Spanish and Portuguese wines.
Susana García, General Director of OIVE, said:
“The UK is one of the world’s most dynamic and influential wine markets, with consumers and professionals who increasingly value authenticity, sustainability and quality. Through Celebrate the Diversity, we want to showcase the breadth and richness of Spanish and Portuguese wines and help wine lovers discover the treasures yet to be found in these territories”
Frederico Falcão, President of ViniPortugal, added:
“Spain and Portugal share a remarkable winemaking heritage, but they also offer extraordinary diversity. This campaign will provide UK trade with the knowledge and inspiration needed to explore the many different wine regions, styles and quality wines our countries have to offer.”
Throughout the campaign, activity will include trade tastings, educational workshops, media engagement, hosted events and press trips to wine-producing regions across Spain and Portugal. These initiatives will help build awareness of European quality wine schemes while encouraging greater exploration of Spanish and Portuguese wines among UK audiences.
For more information, visit celebratethediversity.eu.
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