Discovering the project
"Wine of Meriggio in America".
The Irpinian winery Tenuta del Meriggio promotes its wines in the U.S. market thanks to a series of initiatives funded by the CMO wine third countries.
What kind of project is this?
The project “Wine of Meriggio in America” is part of the OCM wine and it aims at promoting quality Irpinian wines on the U.S. market.
The CMO wine is a regulation of the European Union related to the wine sector, which also regulates the non-repayable grants awarded to wineries. In Italy, funding is provided by the Ministry of Agriculture and the Departments of Agriculture of the individual regions.
More specifically, the CMO wine third countries, to which the project “Wine of Meriggio in America” belongs, supports companies in a series of promotional activities conducted also abroad such as participation in trade fairs, the organization of tastings in restaurants, etc.. There are also funding opportunities for the incoming of potential customers at their winery.
Who is the proposer?
The proposing subject is Tenuta del Meriggio, a winery located in Serra di Montemiletto, in the province of Avellino, at 550 meters above the sea level. Its name refers to the atmosphere of summertime which pervades these hills when the sun is very hot.
Tenuta del Meriggio’s production philosophy is based on the passion for the vineyards and wines of this area, which is expressed in the use of its own grapes, cultivated, cared for, loved, firmly convinced that the quality of the product originates in the vineyard.
Who's the project for?
As said before, the project is part of the OCM wine third countries and aims at promoting the wines of Tenuta del Meriggio in the U.S.A. more specifically in the states of New York and California, with events planned in the cities of New York and San Francisco.
The United States is the fourth largest wine producer in the world (22.1 million hectoliters in 2015) with about 8,700 companies (2016). The market is one of the most promising, thanks to the constant increase in consumption, which in 2014 was already 30.44 million hectoliters.
In this context, the USA’s main trading partner in wine is Italy.
Which products do does the project want to promote?
The project aims to launch on the US market quality Irpinian wines produced by Tenuta del Meriggio winery such as:
Irpinia Aglianico DOC
Irpinia Rosato DOC
Irpinia Coda di Volpe DOC
Greco di Tufo DOCG
Fiano di Avellino DOCG
Benevento Falanghina IGT
What are the targets of the project?
In order to make the most of the opportunities offered by the US market, a series of B2B meetings and tastings of the company’s products have been planned. The specific objectives identified are as follows:
– To develop the commercial presence in the US territory, increasing visibility and strengthening the image towards local consumers;
– Educating the target market on the origin, quality and characteristics of PDO and PGI certified products;
– To familiarize consumers with certified quality products;
– Favouring the stable and articulated presence of quality products in the catering industry and in points of sale.
What is the project duration?
Launched in March 2019, the project ran throughout the year and was completed on 31/12/2019.