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WINE Marketing european wine: training for micro producers

The European wine industry, the oldest in the world and a distinctive part of our heritage, facesincreasing challenges from newer wine-producing parts of the world even though it still produces themajority of the wine made in the world. One of its problems is marketing, particularly for small wineproducersmaking good quality wine but without training in ways of publicising it and therefore selling asmuch as is desired. Our core objectives, therefore, are to assist such producers by giving them training inmarketing that is tailored to the needs expressed by a sample of micro-wine producers in less well-knownor upcoming wine areas in Italy, France, Germany, the Czech Republic, Slovenia, Spain and Romania; todisseminate the results as widely as possible; and to exploit them such that they continue to be used in yearsto come.The outputs will consist of:1. a multilingual web site, containing the following materials: a questionnaire to be used as the basis ofanalysing marketing needs; an analysis of marketing needs based on a survey of micro-producers of wine;examples of good practice in marketing wine from England, Austria and Northern Italy, as well as otherparts of Europe and our New World Competitors; a set of marketing tools, dealing with all relevant aspectsof marketing and including both innovative and traditional ideas, focused on the needs of our selected areasbut transferable to producers in other parts of Europe, and written so that they can be used by producersthemselves; and guidelines for giving training in the use of the marketing tools for those producers whorequire such assistance.2. Printed versions of the marketing tools in all the project languages.We envisage that there will be an immediate impact on the skills of small entrepreneurs in the areas wherethe marketing tools are tested and in the long term that our product will remain a valuable resource for theEuropean wine industry.

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