The Region of Thessaly is proceeding with the implementation of a comprehensive program for the promotion and marketing of Thessalian wines with Geographical Indication, within the framework of its strategy to strengthen the extroversion of the agri-food sector and, more specifically, the wine-producing industry. The project aims to open new markets, improve the image of Thessalian wines, and enhance their competitiveness against products from third countries.
Strengthening exports and upgrading presence in international markets
The program seeks to reposition Thessalian wines in higher segments of international markets, placing emphasis on audiences with high purchasing power. It provides for the enhancement of the extroversion of regional enterprises and the networking of Thessalian wineries with corresponding businesses in target markets, with the aim of increasing exports both in volume and in value. At the core are qualitative differentiation, the highlighting of the distinctive characteristics of Thessalys grape varieties, and the strengthening of the sectors competitiveness.
Benefits for the local economy and wine-producing zones
The implementation of the project is expected to enhance the recognition of Thessalian wines, with a direct impact on the income of winemakers and the preservation of the regions viticultural tradition. The Region includes dynamic PDO zones such as Rapsani, Anchialos, and Mesenikolas, as well as areas with a long-standing wine culture, such as Tyrnavos. Product promotion is expected to contribute to the reduction of unemployment, the increase of cultivated vineyard areas, and the overall strengthening of the local economy.
International presence in the United Kingdom and Poland
At national level, the program aims to strengthen the presence of Greek winemaking in the United Kingdom and Poland. Through targeted promotional actions, Thessalian wines will gain visibility in two important markets, where new distribution channels are expected to be created and exports to be strengthened. At the same time, the promotion of Thessaly to professionals and consumers in both countries is expected to generate benefits for tourism as well.
Promotional material, thematic videos, and professional events
The project includes the production of printed and promotional material, special tasting sets and branding material, the creation of extensive audiovisual material, and five thematic videos. In parallel, two masterclasses and wine tastings will be organized in the target markets, with the participation of importers, distributors, sommeliers, HORECA professionals, journalists, and opinion leaders.
Familiarization trips and direct contact with producers
Within the framework of the project, two familiarization trips to Thessaly are also planned, through which wine professionals and opinion leaders will become acquainted firsthand with local varieties, wineries, and the regions wine routes. This experiential approach enhances the international recognition of Thessalian wines and creates new prospects for cooperation.
Budget and funding
The public expenditure of the action proposed for inclusion in the Public Investment Program amounts to 248,000 euros, covering all promotional activities, events, communication material, and familiarization trips.
The project is included in the Region of Thessalys Program for the period 20212025 and aspires to become a key tool for productive reconstruction, linking the wine sector with tourism and the sustainable development of local communities.
