The Spanish Wine Interprofessional Organisation and the Interprofessional Association of the Portuguese Wine Industry have launched a three-year campaign to raise awareness of Spanish and Portuguese wines in the UK.
Celebrate the Diversity is co-funded by the European Union and will focus on wines protected by European quality schemes, including Protected Designation of Origin and Protected Geographical Indication status.
The campaign will highlight the diversity, heritage and sustainability credentials of wines from Spain and Portugal, which together represent the largest vineyard area in the world and are home to hundreds of indigenous grape varieties.
The UK has been selected as a key target market due to its mature wine culture and growing consumer interest in sustainability, origin and authenticity.
Over the next three years, the programme will engage wine professionals, hospitality operators, specialist media and consumers through educational and experiential activities.
