Selection of an Evaluation body for a wine promotion program

Σύντομη περιγραφή

The purpose of this call for tender is to select an Evaluating body responsible to assess the impact of the activities of the promotional program titled “European Wine Treasures: Greece and Jumilla, where Tradition meets Innovation”, submitted and approved in the call AGRIP-MULTI-2025 under the topic AGRIP-MULTI-2025-TC-ALL based upon REGULATION (EU) No 1144/2014 of the European Parliament and of the Council of 22 October 2014 on information provision and promotion measures concerning agricultural products implemented in third countries.

Περιγραφή της προμήθειας

The lot concerns the selection of an evaluation body for a multi promotional programme under Regulation (EU) No 1144/2014, coordinated by the Greek Wine Federation, with CRDOP Jumilla as beneficiary.
The Evaluation body will be required to carry out three evaluation studies, one per each year of the programme, in order to ensure a continuous and robust monitoring of the campaign’s effectiveness:
Year 1 (baseline study): to establish the initial framework and define the benchmark values against which progress will be measured. This study will provide an evidence-based foundation for all subsequent actions.
Year 2 (intermediate evaluation): to measure the mid-term progress of the activities implemented, allowing for the adjustment and fine-tuning of the strategy if necessary, and to identify early impacts and possible improvement areas.
Year 3 (final evaluation): to assess the overall effectiveness and impact of the programme, both in qualitative and quantitative terms, with specific reference to the objectives set and KPIs defined.

Πρόσθετες πληροφορίες

The project proposal “European Wine Treasures: Greece and Jumilla, where tradition meets innovation” is a joint initiative between two prominent organizations in the European wine sector: GREEK WINE FEDERATION (GWF) – a trade organization of the Greek wine industry, representing more than half of Greece's wine production and CONSEJO REGULADOR DE LA DOP JUMILLA (CRDOP Jumilla) – the Regulatory Board of the Jumilla PDO, the official body overseeing the region’s wine producers and quality, promotion, and certification of its wines. Together, these two entities will form a consortium led by GWF, with CRDOP Jumilla as a beneficiary, to carry out a comprehensive information and promotion campaign in the United States, a strategic third country market and one of the world’s leading importers of wine. The proposed campaign aims to increase awareness and appreciation of EU quality schemes (PDO/PGI) through the promotion of European wines from Greece and Jumilla (Spain). The focus is on enhancing perceived value, visibility, competitiveness, and market share of EU wines of certified origin, while also highlighting their authenticity, quality, and cultural significance.
The 3-year program targets both professional operators and consumers, and will include a combination of strategic activities such as:
WP2.1 PRESS EVENTS: One annual press event will be held in a key U.S. city (NYC, Chicago, Miami), Events will be strategically scheduled each year to maximize visibility and amplify campaign momentum.
WP 3.1 WEBSITE: A dedicated campaign website will be launched with a unified visual identity and sections covering the EU campaign, PDO/PGI wine education, regional content, event highlights, and a trade/media centre with downloadable materials. The platform will function as the central hub for information, visibility, and stakeholder engagement.
WP 3.2 SOCIAL MEDIA CAMPAIGNS: The campaign will operate official Facebook, Instagram, and LinkedIn accounts to reach consumers, trade, and industry professionals with tailored content. Regular posts will feature visuals from the regions, educational materials, and industry-focused insights, supported by stories, reels, and community interaction. A 30-episode podcast series (10 per year) will complement the social strategy, featuring sommeliers, winemakers, and KOLs to deepen storytelling and reinforce PDO messaging.
WP 4.1 ONLINE ADVERTISING: A three-year digital advertising plan will target distinct segments of the U.S. market through Provi, VinePair, and Wine.com. Year 1 – Provi (trade): Sponsored email, ads, and a dedicated landing page to reach a large network of verified buyers. Year 2 – VinePair (consumer): Custom editorial article, newsletter feature, boosted social posts, and display banners to engage wine-interested consumers through storytelling. Year 3 – Wine.com (high-intent buyers): Custom URL, newsletters, banners, blog post, and social posts to reach premium online shoppers with strong purchase potential.
WP 5.1 PRODUCTION OF COMMUNICATION TOOLS AND MERCHANDISE: The campaign will develop a unified visual identity, core messaging, and a digital media kit to support all PR and promotional activities. The communication framework will highlight EU PDO values, sustainability, regional heritage, and the quality attributes of Greek and Jumilla wines. Promotional and educational materials will be produced, including tasting mats, guides, roll-ups, drop-stops, and branded gadgets, distributed across all in-person events to enhance visibility and engagement.
WP 6.1 PARTICIPATION IN FAIR EXHIBITIONS: The campaign will participate in two editions of the TEXSOM Conference (Years 2–3) with two branded display tables dedicated to Greek and Jumilla PDO wines.
WP 6.2 EVENTS: MASTERCLASSES, TASTINGS AND B2B MEETINGS: A structured set of professional activities will be implemented across three years, including: Virtual and In-person Masterclasses in major U.S. markets to introduce PDO wines and educate trade/media through guided tastings ; B2B matchmaking meetings connecting EU producers with vetted U.S. buyers to support commercial opportunities ; Walk-around tastings in NYC and Chicago, gathering 40+ producers and a wide trade/media audience ; Wine school trainings in top U.S. sommelier programs (WSET/CMS) to reach future industry professionals
WP 6.3 STUDY TRIPS TO EUROPE: U.S. wine professionals (importers, distributors, sommeliers, media) will be invited on five 8-day trips to the Greek and Jumilla PDO regions. The activity will showcase production processes, native varieties, sustainability practices, and the PDO quality model through winery visits, technical sessions and cultural experiences. Trips will be scheduled across three years to ensure continuous engagement and strengthen long-term business relations between EU producers and U.S. stakeholders.
WP 7.1 EVALUATION OF RESULTS: In order to assess the effectiveness and overall impact of the promotional campaign on the target market (US), ensuring alignment with the programme’s objectives and providing insights for continuous improvement, three evaluation studies will be conducted, using both qualitative and quantitative indicators. A mixed-method approach will be adopted, combining desk and field research.
The present call is launched for the Selection of a Promotional Campaign Evaluation Body to carry out the above-mentioned Work Package 7.1 - Evaluation of Results.
In line with Regulation (EU) No 2015/1831, and with the common framework for assessing the impact of information and promotion campaigns, a rigorous evaluation plan will be implemented. The plan will rely on a structured system of quantitative and qualitative indicators to verify outreach, coverage, and results across all work packages.
The proposing organizations and the Implementing Body will manage the activities under WP1 to WP6, while the selected Evaluation Body will cooperate closely with them to ensure the accurate implementation of its assigned tasks.
The Evaluation body will be required to carry out three evaluation studies, one per each year of the programme, in order to ensure a continuous and robust monitoring of the campaign’s effectiveness:
Year 1 (baseline study): to establish the initial framework and define the benchmark values against which progress will be measured. This study will provide an evidence-based foundation for all subsequent actions.
Year 2 (intermediate evaluation): to measure the mid-term progress of the activities implemented, allowing for the adjustment and fine-tuning of the strategy if necessary, and to identify early impacts and possible improvement areas.
Year 3 (final evaluation): to assess the overall effectiveness and impact of the programme, both in qualitative and quantitative terms, with specific reference to the objectives set and KPIs defined.
A mixed-method approach will be adopted, combining desk and field research.
Evaluation will focus on the following core dimensions:
Consumer and Trade Awareness & Engagement Pre- and post-campaign surveys to assess the evolution of awareness and understanding of EU Quality Schemes and PDO wines. All questionnaires will be administered to operators reached through campaign activities (e.g. b2b meetings, press events, masterclasses, wine school tastings, etc.) and digital channels. Digital analytics (social media, website) will complement survey data by measuring online reach, engagement, and interaction.
Economic Performance Assessment: Tracking of export volumes and values for Greek and Jumilla PDO wines in the U.S., with particular focus on growth trends from the baseline. Assessment of price per litre and market competitiveness over time. The analysis will include a counterfactual scenario (based on market evolution without programme support) to better isolate the programme's contribution.
Quantitative indicators will include: Number of participants reached through campaign activities (events, masterclasses, etc.). Survey responses measuring awareness, recognition, and perception levels pre/post campaign. Social media and web analytics: reach, impressions, engagement rates. Export data: value, volume, and price per litre evolution.
Qualitative insights, derived from survey responses and event feedback, will include: Perception of product quality, origin, and certification. Awareness of the PDO/PGI logos and values of the EU Quality Schemes. Attitudes towards responsible and moderate consumption.
A standardized questionnaire will be prepared by the Evaluation Body and confirmed by the Consortium and systematically distributed and collected from all operators engaged through events or online channels, ensuring comprehensive and comparable data. At the end of the programme, the independent evaluation body will provide a final report summarising the overall achievements of the campaign and verifying whether the expected Return on Investment (ROI), informative goals, and economic impact were reached. The external evaluation body will ensure transparency, consistency with initial objectives, and alignment with EU regulations. Where relevant, the evaluation may also consider the longer-term sustainability of campaign outcomes for each proposing organisation and Member State.
Specifically, the outputs of the evaluation body will be:
YEAR 1: Initial evaluation report. Month 12.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators
YEAR 2: Mid-term evaluation report. Month 24.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators
YEAR 3: Final evaluation report. Month 36.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators

Κύρια τοποθεσία ή τόπος εκτέλεσης

The place of performance cannot be defined as a single town or NUTS subdivision.
The contract concerns the implementation of a multi-country EU co-funded promotion programme, with activities carried out in various locations depending on the specific actions.

Όροι εκτέλεσης της σύμβασης

The contract shall be performed in accordance with the tender specifications, the procurement documents, the signed contract between the contracting authority and the contractor, and applicable EU and national legislation. The contractor shall ensure timely delivery of services, adequate staffing, and compliance with reporting and communication obligations.

The project proposal “European Wine Treasures: Greece and Jumilla, where tradition meets innovation” is a joint initiative between two prominent organizations in the European wine sector: GREEK WINE FEDERATION (GWF) – a trade organization of the Greek wine industry, representing more than half of Greece's wine production and CONSEJO REGULADOR DE LA DOP JUMILLA (CRDOP Jumilla) – the Regulatory Board of the Jumilla PDO, the official body overseeing the region’s wine producers and quality, promotion, and certification of its wines. Together, these two entities will form a consortium led by GWF, with CRDOP Jumilla as a beneficiary, to carry out a comprehensive information and promotion campaign in the United States, a strategic third country market and one of the world’s leading importers of wine. The proposed campaign aims to increase awareness and appreciation of EU quality schemes (PDO/PGI) through the promotion of European wines from Greece and Jumilla (Spain). The focus is on enhancing perceived value, visibility, competitiveness, and market share of EU wines of certified origin, while also highlighting their authenticity, quality, and cultural significance.
The 3-year program targets both professional operators and consumers, and will include a combination of strategic activities such as:
WP2.1 PRESS EVENTS: One annual press event will be held in a key U.S. city (NYC, Chicago, Miami), Events will be strategically scheduled each year to maximize visibility and amplify campaign momentum.
WP 3.1 WEBSITE: A dedicated campaign website will be launched with a unified visual identity and sections covering the EU campaign, PDO/PGI wine education, regional content, event highlights, and a trade/media centre with downloadable materials. The platform will function as the central hub for information, visibility, and stakeholder engagement.
WP 3.2 SOCIAL MEDIA CAMPAIGNS: The campaign will operate official Facebook, Instagram, and LinkedIn accounts to reach consumers, trade, and industry professionals with tailored content. Regular posts will feature visuals from the regions, educational materials, and industry-focused insights, supported by stories, reels, and community interaction. A 30-episode podcast series (10 per year) will complement the social strategy, featuring sommeliers, winemakers, and KOLs to deepen storytelling and reinforce PDO messaging.
WP 4.1 ONLINE ADVERTISING: A three-year digital advertising plan will target distinct segments of the U.S. market through Provi, VinePair, and Wine.com. Year 1 – Provi (trade): Sponsored email, ads, and a dedicated landing page to reach a large network of verified buyers. Year 2 – VinePair (consumer): Custom editorial article, newsletter feature, boosted social posts, and display banners to engage wine-interested consumers through storytelling. Year 3 – Wine.com (high-intent buyers): Custom URL, newsletters, banners, blog post, and social posts to reach premium online shoppers with strong purchase potential.
WP 5.1 PRODUCTION OF COMMUNICATION TOOLS AND MERCHANDISE: The campaign will develop a unified visual identity, core messaging, and a digital media kit to support all PR and promotional activities. The communication framework will highlight EU PDO values, sustainability, regional heritage, and the quality attributes of Greek and Jumilla wines. Promotional and educational materials will be produced, including tasting mats, guides, roll-ups, drop-stops, and branded gadgets, distributed across all in-person events to enhance visibility and engagement.
WP 6.1 PARTICIPATION IN FAIR EXHIBITIONS: The campaign will participate in two editions of the TEXSOM Conference (Years 2–3) with two branded display tables dedicated to Greek and Jumilla PDO wines.
WP 6.2 EVENTS: MASTERCLASSES, TASTINGS AND B2B MEETINGS: A structured set of professional activities will be implemented across three years, including: Virtual and In-person Masterclasses in major U.S. markets to introduce PDO wines and educate trade/media through guided tastings ; B2B matchmaking meetings connecting EU producers with vetted U.S. buyers to support commercial opportunities ; Walk-around tastings in NYC and Chicago, gathering 40+ producers and a wide trade/media audience ; Wine school trainings in top U.S. sommelier programs (WSET/CMS) to reach future industry professionals
WP 6.3 STUDY TRIPS TO EUROPE: U.S. wine professionals (importers, distributors, sommeliers, media) will be invited on five 8-day trips to the Greek and Jumilla PDO regions. The activity will showcase production processes, native varieties, sustainability practices, and the PDO quality model through winery visits, technical sessions and cultural experiences. Trips will be scheduled across three years to ensure continuous engagement and strengthen long-term business relations between EU producers and U.S. stakeholders.
WP 7.1 EVALUATION OF RESULTS: In order to assess the effectiveness and overall impact of the promotional campaign on the target market (US), ensuring alignment with the programme’s objectives and providing insights for continuous improvement, three evaluation studies will be conducted, using both qualitative and quantitative indicators. A mixed-method approach will be adopted, combining desk and field research.
The present call is launched for the Selection of a Promotional Campaign Evaluation Body to carry out the above-mentioned Work Package 7.1 - Evaluation of Results.
In line with Regulation (EU) No 2015/1831, and with the common framework for assessing the impact of information and promotion campaigns, a rigorous evaluation plan will be implemented. The plan will rely on a structured system of quantitative and qualitative indicators to verify outreach, coverage, and results across all work packages.
The proposing organizations and the Implementing Body will manage the activities under WP1 to WP6, while the selected Evaluation Body will cooperate closely with them to ensure the accurate implementation of its assigned tasks.
The Evaluation body will be required to carry out three evaluation studies, one per each year of the programme, in order to ensure a continuous and robust monitoring of the campaign’s effectiveness:
Year 1 (baseline study): to establish the initial framework and define the benchmark values against which progress will be measured. This study will provide an evidence-based foundation for all subsequent actions.
Year 2 (intermediate evaluation): to measure the mid-term progress of the activities implemented, allowing for the adjustment and fine-tuning of the strategy if necessary, and to identify early impacts and possible improvement areas.
Year 3 (final evaluation): to assess the overall effectiveness and impact of the programme, both in qualitative and quantitative terms, with specific reference to the objectives set and KPIs defined.
A mixed-method approach will be adopted, combining desk and field research.
Evaluation will focus on the following core dimensions:
Consumer and Trade Awareness & Engagement Pre- and post-campaign surveys to assess the evolution of awareness and understanding of EU Quality Schemes and PDO wines. All questionnaires will be administered to operators reached through campaign activities (e.g. b2b meetings, press events, masterclasses, wine school tastings, etc.) and digital channels. Digital analytics (social media, website) will complement survey data by measuring online reach, engagement, and interaction.
Economic Performance Assessment: Tracking of export volumes and values for Greek and Jumilla PDO wines in the U.S., with particular focus on growth trends from the baseline. Assessment of price per litre and market competitiveness over time. The analysis will include a counterfactual scenario (based on market evolution without programme support) to better isolate the programme's contribution.
Quantitative indicators will include: Number of participants reached through campaign activities (events, masterclasses, etc.). Survey responses measuring awareness, recognition, and perception levels pre/post campaign. Social media and web analytics: reach, impressions, engagement rates. Export data: value, volume, and price per litre evolution.
Qualitative insights, derived from survey responses and event feedback, will include: Perception of product quality, origin, and certification. Awareness of the PDO/PGI logos and values of the EU Quality Schemes. Attitudes towards responsible and moderate consumption.
A standardized questionnaire will be prepared by the Evaluation Body and confirmed by the Consortium and systematically distributed and collected from all operators engaged through events or online channels, ensuring comprehensive and comparable data. At the end of the programme, the independent evaluation body will provide a final report summarising the overall achievements of the campaign and verifying whether the expected Return on Investment (ROI), informative goals, and economic impact were reached. The external evaluation body will ensure transparency, consistency with initial objectives, and alignment with EU regulations. Where relevant, the evaluation may also consider the longer-term sustainability of campaign outcomes for each proposing organisation and Member State.
Specifically, the outputs of the evaluation body will be:
YEAR 1: Initial evaluation report. Month 12.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators
YEAR 2: Mid-term evaluation report. Month 24.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators
YEAR 3: Final evaluation report. Month 36.
Report on the programme development with yearly deliverables:
• Methodology /actions
• Output / results
• Impact Indicators