European wines and traditional deli meats are once again gaining prominence in North America as Sip and Savor: Pairing European Wines and Deli Meats launches its second year, expanding its reach across the United States and Canada after a successful debut.
Co-funded by the European Union, the campaign strengthens its role as a platform connecting European producers with North American trade professionals and consumers. It brings together industry engagement, media relations, professional training and digital communication, all aimed at increasing awareness and appreciation of Roero DOCG wines and European deli meats.
The new phase introduces a broader and more dynamic programme, with activities tailored to both trade audiences and the general public. Canada will mark the starting point, with participation in SIAL Montréal, followed by a series of targeted initiatives in Montréal and Québec City that combine trade events, masterclasses and consumer-focused experiences.
In the United States, the campaign will maintain its presence at key industry events such as IDDBA, TEXSOM and the AWS Annual Conference. These will be complemented by educational programmes developed in collaboration with leading wine education institutions, as well as study trips to the Roero wine region. These visits will offer selected journalists and opinion leaders the opportunity to experience firsthand the territory, production methods and cultural heritage behind Roero DOCG wines and Italian salumi.
Among the highlights of the second year are restaurant weeks in cities such as Montréal and Los Angeles, designed to bring the campaign’s products directly to consumers. Through carefully curated menus and dedicated dining experiences, these initiatives will showcase the versatility of Roero DOCG wines and European deli meats within a contemporary gastronomic context.
Education remains a central pillar of the project. Building on the success of its first year, the campaign will expand its programme of masterclasses, sommelier training sessions and digital educational content, making European quality systems and product knowledge accessible to a wider audience. These efforts will combine in-person experiences with digital storytelling, emphasising key values such as origin, authenticity and quality.
The organisations behind the initiative highlight their goal of strengthening the emotional connection between consumers and the territory. Their focus is not only on promoting the products themselves, but also on conveying the culture, tradition and craftsmanship that define them, while aligning with modern consumer preferences.
Sip and Savor is a three-year campaign developed by the Consorzio Tutela Roero and the Istituto Valorizzazione Salumi Italiani (IVSI), with the support of the European Union. More than a promotional initiative, it is an invitation to explore and share the cultural and sensory richness of European wines and deli meats through events, experiences and exclusive content across North America.
Sobrelías Redacción
Sobrelías Redacción