Greece and Spain’s Jumilla PDO Launch Three-Year U.S. Wine Campaign

Two distinct European wine cultures are joining forces to capture the American market. Starting September 15, the European Wine Treasures campaign will debut a three-year initiative in the United States, highlighting the heritage and indigenous grape varieties of Greece and Spain's Jumilla region through a series of trade events.

Corp and Tech·September 15, 2026·reads: 712

The initiative, co-funded by the European Union and led by the Greek Wine Federation and the Regulatory Council of the Jumilla PDO, seeks to emphasize the importance of origin in winemaking. The program kicks off with a national webinar hosted by Master Sommelier Evan Goldstein, focusing on the character of Greek Assyrtiko and Jumilla’s Monastrell. Following the virtual start, the campaign moves to in-person events in San Francisco on November 9–10 and Los Angeles on November 12.

In San Francisco, Peter Granoff will guide a press dinner at 25 Lusk, followed by a B2B trade networking session. The Los Angeles program at The Perch features a technical masterclass led by Master of Wine Olga Crawford, designed to provide professionals with a deep dive into the terroirs and viticultural traditions of both regions. Beyond these fall events, the multi-year project includes podcasts and ongoing educational outreach to bolster the recognition of Protected Designation of Origin schemes across the U.S. market.