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May 30, 2022 View:

La Rioja government provides €8.43 million in wine promotion aid

The government of La Rioja (La Rioja), through the Ministry of Agriculture, Livestock, Rural Development, Territory and Population, is providing 73 wineries with a total of 8.43 million euros in aid to promote their wines to third country markets in 2021, under an aid program funded by the European Union.

Image courtesy of: Penin Guide Spain

The program of promotion in third countries outside the EU is mainly for wineries, wine companies and rural cooperatives, with the aim of promoting and advertising the wines through commercial visits, which include: hosting importers, distributors and potential customers; advertising campaigns; promotional activities at the point of sale; presentation and tasting of wines; participation in major exhibitions and the latest market research.

The main target markets where the program is currently being conducted are the United States, China, Russia, Switzerland and Canada.