CEEV welcomes the reform on promotion measures for agricultural products

Brussels, 16 April 2014 - By removing the condition to be accompanied by other agricultural products in multi programmes and by including responsible consumption amongst the eligible themes for wine promotion, the reform of the EU promotion scheme for agricultural products as agreed by the Parliament and the Council will allow the EU wine sector to further promote the values of quality and responsible consumption which are inherent to the wine culture in Europe, while enhancing the European dimension of the eligible programmes. 

These reform will therefore complement the support for wine information and promotion measures in the framework of the recently reformed Common Agricultural Policy, thus prioritizing programs that informs the public on responsible wine consumption and on EU wine qualities, as well as multi-country programs with an EU added value.

EU wine companies have warmly welcomed this agreement between the EU institutions. The CEEV’s President, Jean Marie-Barillère, stated: "The wine culture is a key expression of the extraordinary diversity, the savoir-vivre and the culinary habits in Europe. Wine is a quality product that incites moderate consumption patterns. Promotion and information campaigns will help us to make consumers aware how best to enjoy responsibly the European wines”.


Note to editors: 

The Comité Européen des Entreprises Vins (CEEV – and its member national  associations represents the wine companies in the industry and trade in the European Union: still wines, aromatised wines, sparkling wines, liqueur wines and other vine products. CEEV brings together 24 national organisations. With more than 7.000 companies, mainly SMEs, and more than 200.000 direct jobs in the EU, its members produce and market the vast majority of quality European wines, with and without a geographical indication, and account for over 90% of European wine exports. With around 8,8 billion € worth of exports every year, the wine sector makes a contribution of over 6 billion € to the EU trade balance.

Wine in Moderation (WIM) is the European wine sector commitment to promote responsible and moderate wine drinking as a social and cultural norm. Wine in Moderation - Art de Vivre" (WIM) is the wine sector’s tangible and measurable commitment to the European Alcohol and Health Forum.