Sip and Savor: pairing wines and deli meats to discover European quality and reliability
The “Sip and Savor: Pairing European Wines and Deli Meats” project was born from the collaboration between Consorzio Tutela Roero, the project leader, and the Istituto Valorizzazione Salumi Italiani (IVSI). Co-financed by the European Union under Reg. (EU) 1144/2014, it was selected among the best initiatives to promote EU agri-food products in the United States and Canadian markets for the period 2025–2028.
“Sip and Savor” is an invitation to slow down and enjoy complete food and wine experiences, where every taste becomes a moment of mindful pleasure and discovery of new flavors. It’s a chance to highlight the uniqueness of European products, each with its own identity and story.
Project values
Food safety, sustainability, quality, authenticity and transparency: these are the key values of European agri-food excellence. Each product in the project complies with strict quality standards, with supply chains that adopt sustainable practices and express a strong connection to their place of origin. Behind every flavor is a living tradition, renewed every day, combining ancient knowledge and innovation.
Our objectives
The project has a dual objective: to increase awareness and appreciation of European wines and deli meats in North American markets, and to strengthen their competitiveness through targeted promotion and communication activities. By combining wine and food from Europe, “Sip and Savor” aims to inspire trust in the products featured in the campaign, enhancing their authenticity, quality and versatility.
Our target audience
Communication initiatives are primarily aimed at three target groups: industry professionals (importers, distributors, sommeliers, chefs), journalists and content creators and Generation X consumers. Each group will be offered tailor-made experiences: exclusive events, wine and food pairing tastings, masterclasses, study trips and engaging digital campaigns.