Introduction

The European Union co-finances information and promotion programmes for agricultural products on the internal market and in third countries in accordance with Regulation (EU) 1144/2014 of the European Parliament and the Council.
These rules lay down the procedure, the agricultural products covered by these programmes and the countries in which they may be developed. Article 20 of Regulation (EU) No 1144/2014 sets out the procedure for selecting the implementing body responsible for implementing the programmes.

For the definition and execution of these programmes, the POTENTIAL CONTRACTING ENTITIES hereinbelow seek the collaboration of promotion agencies that will work on the development and execution of the promotion activities incorporated into the programmes if they are finally granted European funding. To this end, a selection process is now initiated, calling for tenders to those agencies who wish to participate and which, on the basis of their merits and experience, could contribute most to the promotional objectives pursued by the POTENTIAL CONTRACTING ENTITIES.

POTENTIAL CONTRACTING ENTITIES are interested in submitting a program linked to the 2025 CALL FOR PROPOSALS MULTI PROGRAMMES for Grants to information provision and promotion measures concerning agricultural products implemented in the internal market and in third countries in accordance with Regulation (EU) No 1144/2014 of the European Parliament and of the Council (2019/C 18/05), and are selecting subcontractor(s) to develop a promotional campaign of the European Garnacha / Grenache Quality Wines in the US, CA and MX  (“the potential program”).

1. Type of Tender: Open Call for Tender.

2. Potential Contracting entities

a)    ASOCIACION PARA LA PROMOCION DEL VINO DE GARNACHA – “GARNACHA ORIGEN”.

• • VAT No. ES-G99398935
  • Address : Avda/ Ranillas, 3A, Planta 2, Oficina A, 50018 Zaragoza, Spain
  • Contact person: Ms Carolina de Funes
  • Email: c.defunes@garnachaorigen.com

b)    CONSEIL INTERPROFESSIONNEL DES VINS DU ROUSSILLON (“CIVR”)

• • VAT No. FR11434310300019
  • Address : 19, Avenue de la Grande Bretagne. 66006 Perpignan, France.
  • Contact person: M. Eric Aracil
  • Email: eric.aracil@roussillon.wine

3. Type of Agreement: Services Agreement

4. Overall Target: Promotion of European Garnacha/Grenache Quality Wines in third countries.

5.    Target markets: in the United States of America, Canada and Mexico. The % of the actions to be developed in each country will be estimated at 40% USA, 40% Canada, and 20% Mexico.

 6.    Target audience and suitable activities:

• Academy: Master Class
• Trade: Roadshows, pairing lunch, study trips
• Media: Master Class, study trips, sample distribution, press release
• Final consumers: Online stores, in-store tasting, social media, festivals.

7.    Considerations and Description of Services to be provided by the selected subcontractors:

  The proposals from the applicants must cover the following aspects:

• Strategic analysis
• Creative proposals that address the campaign objectives
• Detailed action plan per country
• Campaign implementation schedule for each market
• Criteria to follow to ensure the best value for money in the proposal
• Suggested quantifiable KPIs for each element of the campaign
• Complete preparation, implementation, and periodic reporting for the following activities:

Hereby includes a list of suitable activities for each target audience, however additional activities or other activities can be considered according to the reality of the market.

• Public Relations suitable activities
  • Press trip The trip includes a visit to the French and Spanish PGIs & PDOs (Roussillon + Terra Alta/Priorat + PDO Campo de Borja, Cariñena, Calatayud) Guests from the US, Canada and Mexico. The proposal will include a very attractive activity during the trip. (Minimum 6 participants.)
  • Press office: press dossier update (translation into Spanish and French) and press releases in the US and Canada. Other proposals such as a Garnacha Grenache ambassador or samples distribution in the US and Canada, will be valued.
  • Master class: In the US and CA
• Website and Social Media
  • Website – Redesign and update the website garnachagrenache.com. Translation into French and Spanish. Increase website Google ranking and support SEO efforts. Regularly update the Events/news and wines section.
  • Social media – Facebook and Instagram in the US, use of the existing social media.
  • Tools and Development of content– Creativities, video, Apps… we look forward a very dynamic social media and digital communication tools, and the use of the latest technologies such as AI will be a must.
• Communication Tools 1
  • Documentary Video production. Documentary Video production of about 50/60 minutes. Filming in Spain and France , mainly in the following PDOs: Roussillon, Terra Alta, Priorat, Cariñena, Campo de Borja, and Calatayud.. Languages: EN, FR, ES. Require a professional narrator and sound studio.

    The aim of the video is an educational tool potentially promoted in TV platforms. Contractors will provide necessary profiles for potential interviews, guidance, and some support documents for writing the script. Technical specifications.

• Communication Tools 2
  • Branding – Redesign the identity and adaptation to the communication tools by market during the campaign.
• Events: suitable activities (40% US, 40% CA, 20% MX)
  • Trade trips – The trip will include a visit to the French and Spanish PGIs & PDOs (Roussillon + Terra Alta/Priorat + PDO Campo de Borja, Cariñena, Calatayud) Guests from the US and MX. Need to include a very attractive activity during the trip. Minimum 6 guests.
  • Roadshows – Private tastings with at least 80 attendees (operators). No need to focus on the first markets. The roadshow will include at least 4 cities per year (US and CA) and must prove the versatility of the grape through pairings.
  • Master Classes – Mainly in Wine Academies and leading wine events in the US and CA.
  • Pairing lunches – Exclusive pairing lunch with importers (approx..10 importers) in the first markets of the US and MX (New York, Miami, Chicago, Las Vegas, Dallas, Ciudad de Mexico…)
  • Festivals: Target market US, target audience: final consumer.
• Point of Sales – In-store tastings in the US, CA and MX. 
• Evaluation: The evaluation body will carry out impact evaluations of the action, measured against the objectives and indicators of the EU program funding the grant. Evaluation will be measured by a specific survey conveying a mix between consumption and visibility. These indicators will be evaluated yearly and measured on a wine consumption solid panel. Measurement of the exports and market share on a historical trend basis, taking into account indicators status before activities begin and by the end of the three-year program. Analysis of surveys collected during the campaign actions.