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Wine promotion: no to usual known, no to usual initiatives, no to usual markets

Wine promotion: no to usual known, no to usual initiatives, no to usual markets

Repetitiveness was tolerated. Now, become "prohibition"
April 6, 2018

In addition to the Italian chaos on the Ocm-Promozione front, another communication comes from Brussels, which could revolutionize all the (financed) initiatives to promote wine in foreign markets. The Agriculture Directorate of the EU Commission, at the precise request of Spain on the maximum duration of promotion actions in view of the application of the National Wine Support Program 2019-2023, has clearly stated that not only the duration of a maximum action is three years, extendable up to two others, but also that a person who has benefited from funds for this period, can not re-apply for the same market and for the same type of action. In light of this clarification, if a person has obtained funding to participate in a third country fair for 5 years, he will not be able to resubmit an application for the same type of promotion action in the same place. After the opinions expressed today, the re-proposal of initiatives that contradict this indication becomes a criterion for exclusion.  For the Italian wineries and for the groupings of major companies, the consequences could be considerable: in recent years they have concentrated their efforts especially in the US, the most important foreign market for wine Italy, and in China, where it works to grow more decisively. And, to follow, in Germany and England. Almost all the Italian companies have always preferred these markets but today they will have to continue the road without funding. Or change markets.