"Taste the Difference" Marks a Successful Second Year of Campaign with Impactful Activities Across the U.S. Wine Trade
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NEW YORK, June 16, 2025 ~ The European Union's Taste the Difference campaign, co-financed by Unione Italiana Vini (UIV) and PRODECA, Promotora dels Aliments Catalans, has successfully completed its second year of activities in the United States. The campaign, which aims to promote the excellence of European PDO and PGI wines, engaged key industry professionals through a series of dynamic events in major markets.

One of the highlights of the campaign was the Grand Tasting 2025 event held in New York City. This event featured immersive masterclasses and walkaround tastings in both Chicago and New York. In addition, an exclusive wine tour to Catalonia, Spain was organized for 25 influential U.S. wine professionals. The tour aligned with Barcelona Wine Week (BWW) and allowed attendees to engage with the Catalan Institute of Vine and Wine (INCAVI) and visit prominent PDO regions such as Penedès, Terra Alta, and Costers del Segre. This provided a firsthand experience of the region's winemaking traditions, sustainability practices, and innovation.

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In March, the campaign participated in the Gambero Rosso Tre Bicchieri events in New York and Chicago. Two expertly led masterclasses were presented at these events to showcase the elegance, identity, and diversity of top-tier Italian wines.

Throughout the spring season, Taste the Difference continued its momentum with a series of impactful events. In Chicago, an exclusive wine dinner was organized for producers and professionals to explore Italian wines in-depth. The campaign also had a strong presence at the USA Trade Tasting (USATT), where it hosted three sold-out masterclasses and a dedicated press session to highlight its mission and growing influence in the U.S. market.

In New York City, a cocktail reception was held at Manhatta to bring together trade professionals for an evening of curated wines and networking opportunities. The following day featured the Taste the Difference Grand Tasting, which showcased 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, providing attendees with a closer look at the unique stories, terroirs, and character behind each wine. This fostered meaningful connections and trade engagement.

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These initiatives not only raised awareness of the richness and diversity of European wines but also strengthened relationships across the U.S. wine trade. They also highlighted the value of PDO and PGI designations.

Looking ahead, the campaign has planned a trade and press trip to Italy in September, focusing on the renowned Prosecco DOC region. Additional events and activations are also scheduled for 2026 to maintain momentum and continue to promote appreciation for Europe's most distinctive wines. The Taste the Difference campaign has proven to be a successful platform for showcasing European PDO and PGI wines in the U.S., fostering trade engagement, and strengthening relationships within the industry.
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