ICCIUK and Agriplan Unite to Boost Italian Wine Promotion in UK Through OCM Funding

The Italian Chamber of Commerce and Industry for the United Kingdom (ICCIUK) and Agriplan Srl have signed a strategic partnership to support Italian wineries seeking access to OCM Wine funds for promotion in non-EU countries, with a focus on the UK market. The agreement, formalized through a referral contract, aims to create a structured model to help Italian wine producers expand internationally by combining institutional expertise with technical skills in managing publicly funded European projects.

The UK remains one of the most important global markets for wine consumption. Despite moderate growth forecasts, the market continues to attract Italian producers looking to strengthen their presence or enter for the first time. The OCM Wine Promotion funds, managed nationally by Italy’s Ministry of Agriculture and regional authorities, finance promotional activities for European wines in markets outside the EU. These funds typically cover up to 50% of eligible project costs. Eligible initiatives include participation in international trade fairs and events, communication campaigns, public relations activities, tastings, inbound missions, and marketing actions targeting both industry professionals and final consumers.

The collaboration between ICCIUK and Agriplan is designed to simplify what is often a complex process for accessing these funds. Many Italian wineries face challenges navigating the requirements and procedures needed to secure financial support for their promotional efforts abroad. By joining forces, ICCIUK will serve as an institutional point of contact for companies interested in the UK market, providing practical support for internationalization and commercial development. Agriplan will contribute its technical experience in managing OCM funds, assisting companies at every stage from eligibility checks to final reporting, ensuring compliance with both European and national regulations.

This partnership comes at a time when Italian wine exports continue to play a significant role in the UK’s beverage sector. According to recent data from trade associations, Italy remains one of the top wine exporters to Britain, accounting for more than 20% of total wine imports by value. The new agreement is expected to help more Italian wineries take advantage of available European funding opportunities, which are seen as essential tools for increasing competitiveness, entering new markets, and consolidating commercial positions already established.

The initiative also reflects ICCIUK’s ongoing commitment to strengthening support mechanisms and partnerships that enhance the competitiveness of Italian businesses abroad. By leveraging European funds and specialized expertise, the collaboration aims to make it easier for Italian wineries to promote their products effectively in the UK and other non-EU markets. The agreement is already generating interest among producers who see the UK as a key destination for their exports and are looking for ways to maximize their promotional impact while sharing costs with public funding.

Industry observers note that this type of partnership could serve as a model for other sectors seeking to navigate complex funding landscapes while expanding internationally. For now, Italian wineries interested in participating can contact ICCIUK or Agriplan directly to begin the process of applying for OCM Wine Promotion funds and planning their next steps in the British market.