#United States #Taste the Difference #European wines #UIV #Chicago, New York City

Taste the Difference Campaign Brings European Wines to the U.S.

This May, wine enthusiasts in the United States have the opportunity to indulge in a unique affair as the European Union's "Taste the Difference" campaign rolls out a series of exclusive wine events. Led by its beneficiaries, Unione Italiana Vini (UIV) and PRODECA, Promotora dels Aliments Catalans, this initiative is designed to promote high-quality European wines, particularly from Italy and Spain, and elevate their visibility among trade and media professionals.

Event Highlights

Running from May 19 to 22, the campaign will launch its U.S. tour in Chicago, followed by a grand showcase in New York City. This series of events will include immersive tastings, expert-led masterclasses, and private dinners that will allow guests to explore the rich heritage and exceptional quality of European wines.

The kickoff dinner will take place at Alla Vita, a renowned Italian eatery in Chicago, where guests will enjoy a curated five-course meal, each paired with exquisite wines directly from Italian producers. This intimate gathering will provide an opportunity for attendees to hear captivating stories from the producers about their wines and the regions they represent.

On May 20, the campaign will take center stage at the USA Trade Tasting, one of the premier events in the industry. Highlights include:

• - Masterclass: European Character – A Journey Through Italian Wine Regions

Led by Master Sommelier Mark Guillaudeu, this session will focus on how Italy's diverse terrains influence its wine character.

• - Taste the Difference Press Conference

Aimed at media professionals, this briefing will present the campaign's mission and future objectives while serving light refreshments.

• - Masterclass: Spain, Catalonia – A Journey Through 12 PDO Wine Regions

Global Brand Educator Lucas Payà will lead a tasting session that showcases seven wines reflecting the variety of Catalonia’s PDO regions.

• - Masterclass: From Mountains to Coast – Italy's Winescapes

Another session by Master Sommelier Mark Guillaudeu, diving deep into how Italy's landscapes shape its wines.

Following Chicago, the events will move to New York City on May 21, featuring an exclusive trade-only cocktail event at Manhatta. This elegant gathering will allow professionals to enjoy the scenic views of the city while delving into the intricate aspects of Italian and Spanish wines. Producers will also be present to connect with guests, sharing their insights.

The grand celebration culminates on May 22 with the Taste the Difference Grand Tasting at Manhatta. This event gathers an array of wine professionals for a comprehensive tasting experience of high-caliber European wines. The schedule includes:

• - Press Conference

Providing an overview of the campaign’s objectives and accomplishments, led by UIV and PRODECA delegates.

• - Masterclass: Italian Character – A Regional Journey

Another chance to explore Italy's diverse wine regions with Master Sommelier Mark Guillaudeu.

• - Masterclass: Discover Catalonia's Rich Heritage and Hidden Gems

Master Sommelier Jonathan Eichholz will lead a tasting that celebrates the dynamic flavors of Catalan wines.

About the Taste the Difference Campaign

The "Taste the Difference" program, co-funded by the European Union, is aimed at elevating awareness and sales of PDO and PGI wines from Europe in U.S. and Chinese markets. Activities involve wine tastings, seminars, and interactive workshops designed to create a lasting connection between consumers and European varietals. The program also encourages B2B engagements and offers industry professionals immersive experiences through guided study trips to Italy and Spain.

The campaign’s success lies in its ability to promote the stories behind each wine, allowing connoisseurs to appreciate not just the taste, but the culture and history that each bottle encapsulates.

For wine lovers and professionals alike, the Taste the Difference campaign is an unmissable opportunity to explore and celebrate the richness of European wines. For more information or to register for the events, visit the official Taste the Difference website.