One year after its official launch in North America, Sip and Savor: Pairing European Wines and Deli Meats marks the successful completion of its first year of activities across the United States and Canada, consolidating its position as a dynamic educational and promotional platform.
Throughout its first year, the EU co-funded campaign implemented a comprehensive program combining trade engagement, media relations, consumer education and digital storytelling, with the objective of strengthening awareness, understanding and appreciation of Roero DOCG wines and European salumi.
Sip and Savor engaged local audiences through targeted initiatives designed to introduce European wines and deli meats to both professionals and consumers.
“These first twelve months demonstrate how education and storytelling can effectively strengthen awareness of European authentic wines and deli meats in strategic markets such as the United States and Canada,” said Massimo Damonte, President of the Consorzio Tutela Roero.
As the project enters its second year, Sip and Savor will continue to expand its activities across North America, further strengthening awareness of European products and the cultural heritage behind Roero DOCG wines and Italian salumi.
“The growth in Italian deli meats exports testifies to the continued interest in high-quality products and further strengthens the foundations for the development of the Sip and Savor campaign. Through promotion, professional training and storytelling, we are helping to consolidate awareness of the distinctive value of authentic European products, creating tangible connections between Italian producers and North American professionals and consumers. We look to the second year of the campaign with confidence, ready to intensify our activities and further enhance the cultural and production heritage we represent” added Marella Levoni, President of Istituto Valorizzazione Salumi Italiani.
