IDM Südtirol - Alto Adige

EU-funded agricultural marketing

Agricultural products from the EU reflect a diverse range of traditions and regions. To protect and promote these traditional products, the EU created the following quality logos: “protected designation of origin” (PDO/DOC), “protected geographical indication” (PGI) and “Traditional Speciality Guaranteed” (TSG). To date, around 3,300 food products, wines and spirits bear a European quality logo.

EU-funded campaigns are also carried out for South Tyrol’s quality products. Their objective is to raise awareness and increase sales of South Tyrolean products with a European designation of origin label. The campaigns enhance and complement existing agricultural marketing initiatives (apples, speck, cheese, wine) and generate additional financial resources.

The projects are submitted for funding by the South Tyrolean consortia and, if they receive approval, are implemented by external agencies. IDM assists the South Tyrolean consortia with the initiation, preparation and submission procedures and with running all stages of these information campaigns.

EU-funded agricultural marketing for Alto Adige Wine DOC

IDM supports the Consortium of Alto Adige Wine with the initiation, preparation, submission and implementation of advertising campaigns for South Tyrolean wine in the USA, Switzerland, Japan and Russia. The objective is to strengthen the image and increase awareness of South Tyrolean wine in target markets outside of the EU.

These campaigns are submitted for funding by the Consortium of Alto Adige Wine as the project developer and, in accordance with EU wine market regulations, are financed by 50 % EU funds. The initiatives are aimed at sommeliers, the press, retailers and the restaurant industry. Activities include print and online campaigns, social media and event advertising (workshops, wine tastings, restaurant promotions).

The campaigns run for a limited period of time. Between 2019 and 2021, the Consortium of Alto Adige Wine is conducting a new EU-funded project for marketing activities in the USA, Russia, Switzerland, Hong Kong and Japan.

Ongoing advertising campaigns

  • South Tyrolean wine campaign in the USA
  • South Tyrolean wine campaign in Russia
  • South Tyrolean wine campaign in Switzerland
  • South Tyrolean wine campaign in Japan

EU-funded agricultural marketing for South Tyrolean quality products with a European designation of origin label


IDM assists the South Tyrolean consortia with the initiation, preparation, submission and implementation of joint campaigns in and outside of the EU. These marketing activities strengthen the image and raise awareness of South Tyrol’s quality products with European designation of origin labels (South Tyrolean Apple PGI, Stilfser cheese PDO, Speck Alto Adige PGI and Alto Adige Wine DOC) in the target markets.

The South Tyrolean consortia submit these joint campaigns for EU funding as information and promotion programmes for agricultural products (Reg. EC 1144/2014). If successful, up to 80 % of the project costs are funded by the EU. Funded campaigns are implemented by external agencies in the intended target markets.

The campaigns run for a limited period of time. They are aimed at the products’ target groups in the respective markets (e. g. the press, opinion leaders, retailers, sommeliers, restaurant owners and end consumers) and comprise market research, print and online campaigns, social media, websites, events (workshops, tastings, restaurant promotions) and tasting promotions in grocery stores.

The EU-funded campaigns for South Tyrolean quality products protected by the EU complement existing campaigns in Germany, Austria, Italy and Switzerland.

Ongoing joint campaigns
  • “Extraordinary Excellence – European Experience” – South Tyrolean Apple PGI, Speck Alto Adige PGI, Alto Adige Wine DOC, Stilfser cheese PDO in Germany, Italy, the Netherlands and Sweden (2018–2021)
  • “Uncommon Flavors of Europe” – Speck Alto Adige PGI, Pecorino Romano PDO and Asiago PDO in the USA and Canada (2017–2020)