Puglia Approves €5.7 Million for Wine Exports

Puglia has approved more than €5.7 million in funding for wine promotion projects aimed at markets outside the European Union, as the region moves to support one of its most important agricultural sectors with a new round of export-oriented incentives for the 2026-27 campaign.

The regional government said the measure is part of the OCM Vino program, the European Union framework used to support the wine sector, and is designed to help producers, consortia and trade groups expand their presence in third-country markets through marketing, communication and commercial development activities. The call for applications was formally approved on May 7 and opens the way for regional and multiregional projects that will run from Oct. 16, 2026, to Oct. 15, 2027.

Of the total budget, €5,234,946.99 will go to projects promoted by companies based in Puglia, while €500,000 has been set aside for multiregional initiatives developed with partners from other Italian regions. The grants will be paid directly by Agea, Italy’s national agency for agricultural payments, and can cover up to 50% of eligible costs. Each project may receive as much as €1 million.

The region said the program is intended to strengthen the competitiveness of Puglia’s wine industry in non-EU markets by encouraging new international strategies and deeper commercial ties abroad. Eligible applicants include professional organizations, producers, protection consortia, cooperatives, associations and business networks, including those formed in groups, as long as they meet the requirements set out in the rules.

The funded activities may include advertising and communication campaigns, participation in international trade fairs, promotional events, market studies and information programs focused on quality schemes. The region said it will give particular attention to food safety, environmental sustainability and product quality, which it described as key factors in building a stronger position for Puglia wines overseas.

The announcement comes as Italian wine producers continue to look beyond Europe for growth at a time when domestic demand remains uneven and competition in export markets is intense. For Puglia, one of Italy’s largest wine-producing regions, the new funding is meant to help wineries and consortia present their wines more consistently in countries where brand recognition and distribution networks can determine whether exports gain traction or stall.

Regional officials framed the measure as part of a broader effort to support internationalization across the sector. The focus on third-country markets reflects a wider push among Italian wine regions to diversify sales channels and reduce dependence on traditional European buyers by investing in promotion where margins can be higher but entry costs are also greater.

The call is expected to draw interest from a wide range of operators across the supply chain, especially those seeking to build long-term commercial relationships outside the European Union through coordinated promotion rather than isolated sales efforts.