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Travel · September 2026
European Wine Treasures
Friday 11th September, 2026
DOP Jumilla and the Federation of Greek Wine launched a three-year US campaign pairing Jumilla’s Monastrell with Greece’s Assyrtiko. Through tastings, masterclasses and media events in San Francisco and Los Angeles, the campaign turned the contrast between two wine regions into a story about European terroir and tradition.
Why it worked: It created a counter-intuitive pairing (Monastrell x Assyrtiko) and backed it with named experts, on-the-ground US events, and EU funding timing.
The lesson: Consider pairing two unlikely category cousins and stage expert-led, media-first demos in a key market with a clear funding or policy news hook.
DOP Jumilla
Federación Griega del Vino
3 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| abc.es | La DOP Jumilla inicia con Grecia la campaña 'Tesoros del vino europeo' en Estados Unidos | Friday 11th September, 2026 |
| laopiniondemurcia.es | La DOP Jumilla inicia una campaña de promoción en Estados Unidos | Saturday 12th September, 2026 |
| prnewswire.com | European Wine Treasures Launches in the U.S., Bringing Greece and Jumilla PDO (Spain) Together in a Three-Year Campaign | Monday 14th September, 2026 |