Exclusive trade events in Chicago and New York spotlighted premium European wines from Italy and Spain, boosting U.S. awareness of PDO and PGI European labels through masterclasses and tastings.
NEW YORK, June 16, 2025 /PRNewswire/ — The co-financed European Union’s Taste the Difference campaign—led by its beneficiaries Unione Italiana Vini (UIV) and PRODECA, Promotora dels Aliments Catalans—successfully concluded its second year of activities across the U.S., delivering dynamic, trade-focused programming in key markets. Designed to promote the excellence of European PDO and PGI wines, the campaign engaged key industry professionals through a series of high-impact events.
Highlights included immersive masterclasses and walkaround tastings in Chicago and New York City, along with an exclusive wine tour to the European region of Catalonia, in Spain, with trade operators and media. There, 25 influential U.S. wine professionals participated in a curated experience aligned with Barcelona Wine Week (BWW). Attendees engaged with the Catalan Institute of Vine and Wine (INCAVI) and visited prominent PDO regions—Penedès, Terra Alta, and Costers del Segre—gaining first hand insight into the region’s winemaking traditions, sustainability practices, and innovation.
In March, the campaign joined the Gambero Rosso Tre Bicchieri events in New York and Chicago, presenting two expertly led masterclasses that showcased the elegance, identity, and diversity of top-tier Italian wines.
Throughout the spring, Taste the Difference continued its momentum with a series of impactful events. In Chicago, an exclusive wine dinner welcomed producers and professionals for an in-depth exploration of Italian wines. The campaign also featured prominently at the USA Trade Tasting (USATT), where it presented three sold-out masterclasses and hosted a dedicated press session that underscored the campaign’s mission and growing influence in the U.S. market.
In New York, the campaign hosted a cocktail reception at Manhatta, bringing together trade professionals for an evening of curated wines and industry networking. The following day, the Taste the Difference Grand Tasting featured a standout lineup of PDO and PGI wines from Italy and Spain. Master Sommeliers Mark Guillaudeu and Jonathan Eichholz led a series of in-depth masterclasses, offering attendees a closer look at the unique stories, terroirs, and character behind each wine—fostering meaningful connections and trade engagement.
These initiatives not only elevated awareness of the richness and diversity of European wines but also strengthened relationships across the U.S. wine trade and highlighted the value of PDO and PGI designations.
Looking ahead, the campaign will continue in September with a trade and press trip to Italy, focused on the renowned Prosecco DOC region. Additional events and activations are planned into 2026, ensuring sustained momentum and continued appreciation for Europe’s most distinctive wines.
About Taste the Difference
The program: “European Quality Wines: Taste the Difference”, co-funded by the European Union and managed by Unione Italiana Vini (UIV) and PRODECA, Promotora dels Aliments Catalans, is dedicated to promoting European PDO and PGI wines in China and the U.S. This initiative includes diverse activities such as walk-around tastings, wine seminars, workshops, and B2B meetings conducted both in the target markets. It also invites wine professionals to embark on study trips to Europe, in Italy and Spain, providing them with an immersive experience of European quality wines. The program aims to showcase the rich heritage and superior quality of European wines.
The beneficiaries: Unione Italiana Vini (UIV) is the oldest and most trusted organization in Italy’s wine industry. The association includes members such as cooperatives, private wineries, agricultural organizations, bottlers, consortia, brewing equipment manufacturers, and laboratories.
PRODECA, Promotora dels Aliments Catalans, is a public company established in 1986 that operates under the Regional Ministry of Agriculture, Livestock, Fisheries and Food of the Government of Catalonia. It supports the agri-food sector and its companies with the knowledge, tools, and experience to increase the reach of Catalan products both domestically and internationally.
Media Contact:
Gemma Bosch
Colangelo & Partners
gbosch@colangelopr.com
+1 917 365 4962
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SOURCE Taste the Difference