Selection of an implementing organisation for the implementation of a wine promotion program

Σύντομη περιγραφή

The contracting authority is launching an open procedure for the selection of an implementing organisation responsible for the implementation of a wine promotion programme.
The procedure is carried out in the context of Regulation (EU) No 1144/2014 on promotion measures concerning agricultural products implemented in third countries and more specifically the USA.
The selected implementing organisation will be responsible for the planning, coordination, management, implementation, monitoring and reporting of the promotion activities foreseen under the programme. These activities include, inter alia, communication and promotional actions, project management, administrative coordination and reporting in accordance with the applicable EU rules.

Περιγραφή της προμήθειας

The lot concerns the selection of an implementing body for the implementation of a multi promotional programme under Regulation (EU) No 1144/2014, coordinated by the Greek Wine Federation, with CRDOP Jumilla as beneficiary.
The selected implementing organisation will carry out the planning, coordination, management, implementation, monitoring and reporting of the promotion activities foreseen under the program, in accordance with Regulation (EU) No 1144/2014 on promotion measures concerning agricultural products and the applicable EU public procurement rules.

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) – the trade organization of the Greek wine industry, recognized by the National Ministry of Agriculture, representing over half of Greece’s total wine production and covering all major PDO and PGI regions of the country. CONSEJO REGULADOR DE LA DOP JUMILLA (CRDOP Jumilla) – the Regulatory Board of the Jumilla PDO, is 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 years 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), gathering 10 selected media/KOLs for a high-level presentation of the campaign’s regions and wines. Each event will feature an expert-led tasting, food pairings, and branded materials, reinforcing PDO values and the European Mediterranean identity. Audience selection will rely on curated media lists, with individual invitations to ensure relevance. A follow-up press release will be issued and distributed by the Implementing Body, supported by targeted outreach and media monitoring, with an expected 20 publications per event. Events will be strategically scheduled each year to maximize visibility and amplify campaign momentum.
Total Budget WP2.1: 34,200€
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 center with downloadable materials. The platform will function as the central hub for information, visibility, and stakeholder engagement. The site will be developed in Year 1 and continuously updated with fresh content (2 updates per month), integrating SEO best practices, Google Analytics tracking, and technical maintenance to ensure accessibility, responsiveness, and strong performance. The website will remain aligned with all campaign activities and messaging, supporting both consumer and professional audiences. Total Budget WP3.1: 30,500€
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. Content calendars, professional production, and active community management will ensure consistent quality and engagement. Paid campaigns (awareness, engagement, lead generation, traffic) will boost reach and drive audiences to the campaign website. Setup will occur in Year 1, with continuous posting, advertising, and podcast releases across all three years. Total Budget WP3.2: 171,000€
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. All creative assets will be tailored to campaign themes (PDO values, authenticity, sustainability). Each platform will provide performance metrics to monitor reach and engagement. Campaign rollout will follow the scheduled timeline across Years 1–3. Total Budget WP4.1: 182,400€
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. Quantities and gadget types will be aligned with annual targets and operator profiles. The Implementing Body will manage design, production, and logistics, prioritizing sustainable materials and efficient distribution. Year 1: creation of visual identity, media kit, and initial materials. Years 2–3: continued deployment and replenishment in line with campaign needs. Total Budget WP5.1: 41,070€
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. The aim is to showcase selected wines, communicate the EU quality schemes, and engage with a highly qualified professional audience. Tables will be fully branded and staffed for the duration of the event, featuring up to 18 wines per region with technical sheets and importer details to facilitate business contacts. Educational materials and digital touchpoints will support visibility. Participation in TEXSOM (Dallas, August) in Years 2 and 3 will strengthen campaign awareness, enhance networking, and create follow-up opportunities aligned with broader market activities. Total Budget WP6.1: 57,000€
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 ; Events will be hosted in premium venues, led by accredited experts (MS, MW), and supported by tailored educational materials. Attendance recruitment will rely on curated databases, targeted outreach, and campaign communication assets. Activities will be distributed over Years 1–3, ensuring continuous market presence and deeper professional engagement. Total Budget WP6.2: 348,840€
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. Selection will involve key U.S. markets using validated trade/media databases. Trips will be scheduled across three years to ensure continuous engagement and strengthen long-term business relations between EU producers and U.S. stakeholders. Total Budget WP6.3: 262,200€
For each activity proposed the KPIs should be clearly established.

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.

Κύρια τοποθεσία ή τόπος εκτέλεσης

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

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.

Πρόσθετες πληροφορίες

This call for tender concerns the selection of an implementing body within the framework of a multi programme for the promotion of European wine, co-funded by the European Union under Regulation (EU) No 1144/2014.
The programme will be implemented in the United States of America, with activities taking place in multiple cities.
The contracting authority is the Greek Wine Federation. The procedure is conducted in accordance with applicable EU and national public procurement rules, as well as the provisions governing EU-funded promotion programmes.
Further details regarding the scope of services, selection criteria, and contractual conditions are provided in the tender documents.