Promotional bodies

Question 1

Languedoc

Answer 1

Sud de France (covering wine, food,
tourism), which organises the ViniSud wine fair and promotions in export markets.

Question 2

Germany

Answer 2

The German Wine Institute initiated Generation Riesling in 2005 to give young winemakers
(under 35 years of age) in Germany a national and international promotional platform.

German Wine Institute seeks to promote the quality and sales of German wines in the
domestic and export markets.

Question 3

Greece

Answer 3

The promotional body, Wines of Greece, have been active on export markets to promote and
educate trade and consumers about Greece’s wines, regions and grape varieties.

Question 4

Veneto

Answer 4

The Valpolicella Consorzio represents more than 80 per cent of the producers who make
DOC(G) wines. In addition to marketing and promotion activities, it is involved in research and in an initiative to sign up growers to a common standard for sustainability

Question 5

Marche

Answer 5

The IMT (Istituto Marchigiano di Tutela Vini) is a consortium dedicated to the promotion of the wines of the region.

Question 6

Spain

Answer 6

Foods and Wines from Spain is the promotional body for the entire country, and aims to increase awareness of the diversity and quality of Spanish products (both food and wine) through information, education and promotional activities. Individual DOs and VTs have their own Consejos Reguladores that also play a role in marketing their region’s wines.

Question 7

Portugal

Answer 7

The promotional body Wines of Portugal
was founded in 2010 with a focus on promoting and educating consumers and trade in export markets on Portuguese wines

Question 8

Chile

Answer 8

Current campaigns by promotional body, Wines of Chile, are focused on the promotion of mid-priced, premium and super-premium wines to encourage the image of Chile as a producer of premium wines.

Question 9

Argentinia

Answer 9

Malbec World Day (organised by Wines of Argentina) seek to promote and retain interest in an increasingly diverse range of wines

However, it is acknowledged
that it would seriously affect the Argentinian wine industry if Malbec fell out of favour with
consumers and, as a result, many producers are looking to diversify into different varieties and styles of wine.

COVIAR (which brings together national and local governments, growers, producers and professional bodies) is overseeing ‘Strategy 2020’ to promote Argentinian wine further, both on the domestic and export markets.

Wines of Argentina has been working to modernise the image of Argentinian wine, in particular to attract millennials.

Question 10

South-Africa

Answer 10

Wines of South Africa (WOSA

Question 11

New Zealand

Answer 11

Sustainable Wine New Zealand (SWNZ).

New Zealand Winegrowers, known as New Zealand Wine, coordinates the marketing
of the country’s wines. Many of its marketing campaigns focus on bringing influencers to
the country to immerse them in the culture, landscape, and wine industry.

Key promotional partners in recent years have been Air New Zealand and high-profile sporting events such as the America’s Cup. A current focus is the promotion of New Zealand wines to sommeliers from around the world