Piedmont Sets Aside 7.67 Million Euros to Promote Wine Abroad

The Piedmont region has set aside 7.67 million euros to promote its wine abroad, with most of the money going to a new 7.4 million euro call funded through the European Union’s OCM Wine program and aimed at trade groups and producer associations. The measure is open until June 22 and is focused on markets outside the European Union, according to Paolo Bongioanni, the regional councilor for commerce, agriculture and food.

A second allocation of 270,000 euros, spread over 2026, 2027 and 2028, will support projects tied to the promotion and enhancement of quality agricultural and food products through regional wine shops, municipal wine cellars and the wine and food routes of Piedmont. The first call for that funding is expected in the coming weeks.

Bongioanni said the package is meant to help the region’s wine sector adjust to a global market shaped by geopolitical uncertainty, higher energy and transport costs, tariffs, economic slowdowns in traditional markets and changing consumer habits. He said the region sees a need to move quickly into new markets rather than wait for conditions to improve.

He pointed to recent industry signals from Vinitaly as evidence that Piedmont’s wine sector can withstand the current phase of change. In the coming weeks, regional officials plan to attend major international fairs in Vilnius, Hong Kong and New York to promote Piedmont’s food and wine exports.