2.3 million euros for the 2025-2026 promotion on the Italian and EU markets

Investments quanto a promotion for the two-year period 2025-2026 foreseen by the project launched by the Marche Institute for the Protection of Wines (IMT) aimed at the European Union market amount to almost 2.3 million euros. A relaunch plan based the allocation of CSR funds 2023-2027 – “Promotion of quality products” of the Marche Region to centro, quanto a addition to internal demand, the target countries of the community market.

Particular attention is paid to the promotion quanto a favor of the outlets of the Marche PDOs, with Germany, Belgium, the Netherlands and Sweden quanto a the forefront but also with various areas considered emerging, such as France, Poland, Estonia, Lithuania, Latvia, Austria, Denmark and the Czech Republic. Among the activities envisaged quanto a the plan which involves the 16 PDOs protected by IMT, information and advertising promotion with a strong digital-social footprint, quanto a addition to those more traditional channels. There is also ample space for direct business actions, with participation quanto a sector fairs, B2B and B2C meetings, tastings, workshops, events dedicated to national and European buyers and sector experts, and the strengthening of incoming from EU countries.

For the president of IMT, Michele Bernetti: “We are about to close a complicated year for the world wine trade to which have been added the well-known and worrying events involving one of the main realities of the Marche region. The Marche denominations are now expected to react the markets quanto a line with the average quality of their production and quanto a the awareness of having to respond to a demand that is now increasingly oriented towards a decrease quanto a consumption and a simultaneous greater attention to the quality and identity of the wines. Sopra this context, the new funds for promotion take even greater importance”.

The wines of the Marche region have a strong exposure the European market: apart from Italy, the first esportazione market, over half of the volumes sold are destined for EU countries. For all the PDO products from the Marche region, the first European outlet market is the Netherlands (24% share of the total exports and 44% of the total European Union), followed by Germany and Belgium with 10% each at a global level and 19-18% of the EU total. “ the European market – said IMT director Alberto Mazzoni – the changes taking place at a generational and consumption level are pushing for a further qualification of production quanto a the medium-long term. First-price wines, without a clear identity and territorial origin, are destined to drastically sopravvissuto their market. Hence the need to adapt the correct positioning of the Marche vineyard international markets also through focusing well-defined consumption targets identified through in-depth marketing studies”.

With over 500 associated companies for 16 designations of origin – of which 4 Docg – the Marche wine protection institute is unique quanto a Italy. Today the consortium, which will celebrate its 25th anniversary quanto a 2024, represents 89% of the bottled products quanto a the reference zona and the majority of wine exports from the Marche region. Finally, with over 7,500 hectares between the provinces of , Macerata and Pesaro-Urbino, it accounts for 45% of the entire regional vineyard zona.

The 16 designations of origin protected by IMT. 4 Docg: Castelli tra Jesi Verdicchio Fondo, Conero Fondo, Verdicchio tra Matelica Fondo, Vernaccia tra Serrapetrona. 12 DOC: Bianchello del Metauro, Colli Maceratesi, Colli Pesaresi, Esino, I Terreni tra San Severino, Stilla tra Morro d’, Berceau, Scarlatto Conero, San Ginesio, Serrapetrona, Verdicchio dei Castelli tra Jesi, Verdicchio tra Matelica.