Through the guidance of inspired people, Greek wine is gradually being cultivated into a product of international stature. Recently, the biggest metropolis in the world, New York, discovered the quality of Greek products through the advertising campaign under the title “CELEBRATE GREEK WINES,” which lasted for two weeks and was given massive media coverage.
For two weeks, New York became familiar with Greek vineyards, had a chance to chink their wine glasses and enlighten their taste buds with high quality Greek wine.
The campaign started reluctantly on June 8th 2012 and was completed on the 22nd with optimistic feelings, not only because of its massive acceptance but also because of the many positive statements from major American mass media. CNBC, for instance, referred to the “Bacchus Smiling in New York.” The report referred to various wine varieties that are cultivated on the Greek land for more than 4,000 years, and cannot be grown anywhere else in the world. Major American newspapers such as The New York Times and The Guardian also referred to the rare and high quality wine varieties of Greece. They specifically stated that the era when Greece was connected to bad quality bulk wine is long gone.
The citizens of New York invited to taste the wine varieties responded to the wine celebrations with feelings of enthusiasm, that took place from the most gourmet bars of New York, to cellars that introduced the Greek wine into their daily agenda, and restaurants that included Greek wine brands on their menu.
The campaign “Celebrate Greek Wines” belongs to the general strategy that the National Professional Organization of Greek Wine (ΕΔΟΑΟ), has developed during the last years, an organization that represents national wine industries around the world. The interesting aspect of this phenomenon is the fact that this is happening during a very difficult economic occasion for Greece. However, this reality brought, surprisingly, positive results. As the president of ΕΔΟΑΟ, Mr. Sotiris Ioannou stated, “It looks like the series of negative publicity about Greece and Greeks has triggered a different than expected action, that is, high journalistic interest for good news coming from Greece, as well as positive feelings towards the Greeks that are suffering.”
But, why New York? As Ms. Efi Lazaridou the head of ΕΔΟΑΟ says, wine consumption in the United States is the largest in the world, while it is also included among the five most rapidly developing wine markets, annually increasing by 10%. “During the last years, North America has experienced an increase in consumers who prefer drinking wine. After the recent economic crisis, the consuming behavior of the Americans has changed. The consumption has been moved towards daily, not special, occasions, while in the meantime the consumers place great importance to the balance between quality and cost of the product they buy.”
Through www.celebrategreekwines, a page that was specifically made for the promotion of the campaign, visitors can be informed about how the campaign was created and gradually developed, about the restaurants that hosted it, as well as about the wine varieties participating and the report of this successful event.
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